We’ve been thinking a lot about brand love lately.
That strong emotional bond people can develop with a brand over time.
When they’re willing to invest in a brand and recommend it to others.
When they know a brand can give them exactly what they need, when they need it.
When a brand becomes a part of their identity.
But here’s the thing…
People don’t think about brands as much as brands think about brands… let alone how they feel about brands.
People think about what they’re having for dinner that night. The report that’s due in their boss’s inbox by 7am. The fact that they’ve run out of dog food. Whether they need to put more money in the parking meter. The fight they had with their partner the day before. The rising price of cheese.
There are so many other things to think about than brands.
So when a brand comes to us and asks, “Ok, so how do people feel about our brand?” we often get a little squeamish. Not because we think people feel nothing about their brand. People tend to have an emotional response to any piece of stimulus they come across, to some capacity. But brand love… the kind of love we know a lot of our clients are seeking from their customers, users, clients, audiences… is a whole different story.
Here are the truths of the matter:
People don’t really know what a brand is.
I mean, they see brands everywhere. Labels on their t-shirts. Advertisements on billboards. Banner ads cluttering their screens. Product pushes on their Instagram feeds. But if you were to stop anyone on the street and ask them, ‘So, what is a brand?’, they would probably look at you like you have three heads. Not only would they not know how to define it (unless they Googled it or threw it in ChatGPT) they likely wouldn’t even care to answer the question in the first place. Mainly because they don’t have a Masters degree in marketing or sit on the board of a global corporation… but also because they’re just not that interested. And can you blame them?
People don’t really think about brands.
Again, very rarely do people consciously think about brands… unless they’re asked, and even then it can be like pulling teeth. They may think about a brand when they’re in a line-up at a grocery store, or when they get a recommendation from a friend, or when they’re reading a product review online. But for the most part, brands are the furthest things from people’s minds… despite the fact their lives are covered in them. The brands they choose to use in many ways become background noise. So embedded in their daily lives, they don’t need to think about them. And in fact, if they’re thinking about a brand, it’s likely because that brand has let them down in some way.
People often can’t articulate how they feel about brands.
People have a hard time articulating their feelings about life in general, let alone their feelings about a brand. Because feelings, those tricky little emotions and sensations that creep up sometimes for no rhyme or reason, can be really hard to put your finger on. And I think we can all agree that talking about your feelings is probably one of the most vulnerable experiences a human being can have. So, even if someone feels a certain way about a brand, it’s often very difficult for them to express those emotions in a way that makes sense. We can ask all of the questions in the world. Tell us the moment you first started using this brand? What do you like about this brand? Tell us a story about this brand? What role does this brand play in your life? How does this brand make you feel? We often get blank stares. Even brand loyalists… people who claim to love the brand, who have used the brand for fricken decades, can have a hard time finding the words. Again, they may have feelings about the brand, but those feelings may be more subconscious and harder to surface… on the spot… in a 60-minute focus group.
But here’s the good news.
Just because people aren’t thinking about your brand all the time or shouting their love for you from the roof-tops doesn’t mean they don’t appreciate you. Brand love doesn’t have to be this big declaration of passion, admiration, and devotion. In fact, real brand love may not look like what you think it would.
Real brand love can be subtle.
It can be the moment a person chooses to buy another product in your portfolio. Or when they purchase you as a gift for a close friend. Or when they complain to their grocery store manager they can’t find you on the shelf. Or when they’re glad to see you at a family reunion. Brand love can look like small moments. Moments you don’t see. Moments people themselves don’t even recognize. Then you add all of those small, seemingly insignificant moments up, and you have real brand love. Lasting brand love. Brand love that isn’t loud, but is incredibly meaningful.
Real brand love can be functional.
Behind every brand is a product or service. The thing you are giving people. The thing they use, sometimes in their daily lives. We, as brands (and guardians of those brands) need to remember that. Your brand needs to serve a meaningful function for people, first and foremost. It needs to make their mouths feel fresh in the morning. It needs to fill their stomachs at dinner. It needs to put a smile on their face. It needs to get them from point A to point B. It needs to do something for them. And if a brand consistently serves a function in their lives (i.e. makes their lives easier, better, more enjoyable) then real brand love will likely follow. It’s when a brand neglects the true needs of people (i.e. to save a buck, to follow a trend, to attract more buyers), that people fall out of love with a brand… and quickly.
Real brand love can be critical.
The reality of love in any scenario is that you can love something and hate it at the same time. It’s not a crime. In fact, it’s human nature. You can love your partner but they can also drive you crazy. You can love snuggling with your cat but hate picking up their poop from the litter box. You can love your favorite football team but feel disappointed when they lose the super bowl. Love is a complex emotion and doesn’t always feel how you think it should feel all the time. The same goes for brands. You can love a brand (and even use it everyday) but not love everything about it, all of the time. You can love a brand but feel disappointed in it if it discontinues your favorite SKU. You can love a brand but feel turned off if they launch an insensitive campaign. It’s all part of the same package.
And real brand love takes patience, my friend.
Brand love doesn’t happen overnight. It can’t be forced or rushed. It has to be cultivated and grown organically. Yes, there are brands out there that seem to generate brand love instantly. Take the Stanley water bottle, for example. Suddenly everyone and their dog seem to have a Stanley. But if you look at the brand a little closer, it has a lot more going for it than just being a trendy drinkware product on social media. It’s a company that has historical significance. In fact, it dates back over a century ago. Its durability is unmatched. It’s known for its robust and rugged construction, making it reliable for outdoor and everyday use. And it’s super functional. It features user-friendly designs such as leak-proof lids, easy-to-clean surfaces, and ergonomic handles. So yes, it may be cute to carry to your next yoga class, but it also does the job… really well. So what looks to be an overnight success, may not be. Real brand love takes time and a lot of hard work.
So then, how can a brand build emotional resonance with the people it serves? Here are 5 ways to get you started:
- Know what you love about yourself first. How can others see what your value is if you don’t. It’s the whole put your oxygen mask on before you put your child’s oxygen mask on type thing. You need to be internally healthy as a brand first before you can expect people to fall in love with you. This includes understanding who you are, what your purpose is, and what you have to offer people (all of which are things that should live in your brand key). And most importantly, make sure your value as a brand is consistently understood and expressed across your organization.
- Show up in their lives in meaningful ways. This doesn’t mean following cultural trends. In fact, it’s the exact opposite. Following cultural trends may generate temporary interest but not long-lasting brand love (to learn more check out our article on how brands can stay culturally relevant). Instead, it’s about being very selective about when, where and how you show up as a brand. It’s about partnering with the right influencers. It’s about sponsoring the right events. It’s about launching the right campaigns. And how do you know what is “right” for your brand? Well, you need to meet your audience where they’re at. Partner with an influencer they’re already following. Be at an event they’re already attending. Launch a campaign they can personally relate to. Take their lead.
- Let the product do the work. Remember that people use you for a reason. You serve a very specific function in their lives. So make sure you know what that function is… and do the best damn job you can fulfilling it. Don’t let the image of your brand override the sheer functioning of your product. Both are important and integral to real brand love.
- Pay very close attention to the words people use and lean in. When the people that buy your brand take the time out of their busy day to say something about you… listen to them (like, really listen to them). Whether that be customer reviews, social media posts, or virtual focus groups… really pay attention to the specific words people use to describe their experience and relationship with you. And ask for anecdotes, lots of anecdotes. The language they use may not be all that emotional or descriptive. And you’re not always going to love what you hear. But that’s ok! It’s important to know where you stand with people and how they choose to articulate what you mean to them. It’s about fostering a dialogue with the people your brand is designed for vs. regurgitating a monologue that only makes sense to people on your brand team.
So, let’s remember… people aren’t there to serve your brand. To tell you they love you. To make you feel better. To stroke your ego. As a brand, you are there to serve them. It’s about maintaining a genuine conversation with people. And that in turn will foster a trusting relationship that will build, evolve and flourish over time into true brand love.
Looking to grow brand love with your audience? We’re here to help.
