When you gave the brief to your branding agency, did you ever say: “I want my customers/ clients to LOVE my brand “??
I am willing to put money down that you didn’t. And why would you?
In the words of Tina Turner: “What’s love got to do with it”?
Your company is focused on sales, leads, and other KPIs… Love is something we perceive as intimate, reserved for our families and close friends. But keep this in mind – when love is not a company goal, there is little chance to achieve it. And we all need to be loved. Even brands.
In fact, the most loved brands tend to last longer, are more resilient, and generate loyalty and sales.
After incorporating this approach in brands like BuyMe, and AWE, we would like to share our approach to brands that people love.
Love yourself (but not in the way you might think) first
Before you think this is just another Zen B.S., breath and read – this part is vital. You have to be in love with your organization’s purpose. We found that it just won’t work otherwise. There is a big difference between making money and “making people happy” (The Disney purpose). If your brand’s core purpose is something you are passionate about, that is a great start to getting others motivated as well.
The real McCoy: Define your perfect client/customer
Would you marry anyone? Would you share your most treasured moments with anyone? (The answer should be no , BTW) Not everyone is right for you, and if you try to get everybody – no one feels special. Start with defining your ideal customer – the one who, when they connect with your brand, will feel that this is a brand made for them – a perfect fit like fish and chips, C3po and R2D2, or Mondays and hangovers.
Understand who you are looking for.
“You had me at Hello”: Make an outstanding first impression.
Make a point of mapping your customer’s journey, with a special emphasis on the first touchpoint. Stand out, be bold, be crazy (not the kind of crazy that gets a restraining order, though), different is not just better than better it’s a heck of a first impression.
“No, you’re shmoopy!”: The honeymoon
Once your relationship is established, and it seems like everything is hunky-dory. This is the part that will create long-lasting memories, create brand advocates, and reach more like-minded audiences. This is your brand’s time to shine and deliver on your brand promise.
Spice things up
As time passes, remember their birthdays, surprise them every once in a while. Suggest new services, come up with new solutions. And never, ever ask them too many questions about their hot best friend. That’s right, keep inventing and innovating.
Be the bigger person in breakups
One day they may want to leave., And breakups are hard!
But if you want them to come back, don’t beg, don’t be a douche. Be the Ex they will always cherish. Be cool and generous (you don’t really need those CDs they left in the back of your pickup, right?). Be Brad Pitt in “Legends of the fall.” or something like that.. Be the one they want to comfort them when they’re down. Keep your distance but welcome them back when they return.
In conclusion, we are told as children that love conquers all. It’s not true but love is a force to be reckoned with. Consider harnessing its power to report more than sales stats in your next quarterly review.