Brand Love: What is it and why is it important
A loved brand is defined as “a brand that has an emotional connection that strengthens the connection between company and consumer”.
The Lovemarks* theory is based on a simple premise:
Human beings are powered by emotion, not by reason.
This is the essence of the Lovemarks argument. If you want people to take action—whether for something momentous, like voting for a president, or seemingly mundane, like buying one brand of facial tissues over another—you need to appeal to their emotions.
Neurologist Donald Calne perhaps said it best: “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”
Why Brand Love Is Important
How does brand love benefit a company? Once built, that psychological connection with your consumers helps build a consumer/brand relationship and drive sales across the whole business. It often leads to:
Because of the relationship between the brand and consumer, 86% of US adults said they’d spend more on products and services from a brand they love.
Consumers are more likely to remain loyal to the brands they’ve built strong emotional connections with. 39.5% of consumers define brand loyalty as having love for a brand.
Customers who love your brand are more likely to recommend it to other consumers, helping increase sales. Up to half of all sales are driven by word-of-mouth.
Brand Love 101
Brand love is all about knowing your audience. What drives them, moves them, angers them, excites them. For each audience, they can be different things.
To find brand love, become more customer centric. Understand what matters to your consumers, and embody that in your marketing
The World’s Top Ten Most Loved Brands 2021
For 2021, the top 10 most loved brands are:
- Huda Beauty
- Benefit Cosmetics
- Urban Decay
- Universal Music Group
- Kayo Sports
- Swiss Airlines
5 Ways to Build Brand Consumer Love
It’s never too late to boost the love for your brand. Although each brand in this report found unique ways to build an emotional link with their customers, here are 5 steps to help you build that love connection.
Become customer centric
Understand your audience. Not just what they mean to your brand, but think broader than that. What are the issues they’re facing? What topics will get them engaged? Analyzing the voice of the customer is essential for this.
Find where your customers talk
There are numerous ways for consumers to stay connected. Whether that’s through social media, blogs or forums, there are now communities spread out across the internet. Find the channels that will work for them, and shape your conversations to suit those channels.
Don’t focus on your brand message. Consumers are looking for authentic connections with brands, and that means telling stories that they want to hear. Whether it’s tackling topics that are making global impact, or simply asking how they are, these will be perfect starting points for people to connect.
Marketing should be a two-way street. Be proactive, and join the conversations that are happening around your brand. Use social listening to find the mentions you may have missed, answer the questions people are asking, respond to social messaging. And try to involve your customers in your communication efforts – user-generated or influencer-led content should be part of your strategy.
Keep monitoring your brand love
Your brand love, and consumer perception, can change at any moment. A new campaign can give you a love boost, while a social media crisis can pull you down. By monitoring your brand constantly, you can see these changes, to make the most of every opportunity, and to shape the conversations to mitigate any potential risks.
*Lovemarks is a marketing concept that is intended to replace the idea of brands. Kevin Roberts.
- Love Brand Report 2021 (Talkwalker.com)
- Brand Strategy And The Lovemarks Theory (Brian Sheehan)
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