Just think of the long lines of fans waiting until they could get the latest iPhoneor Harry Potter novel they crave. It tells you that consumers do a lot (and fork out a lot of money) to get the brand article they want. It’s what marketers call “brand love”. Every company wants to have a brand that customers not only like, but also love. In marketing terms, brand love is based on three pillars, which are: relevance, trust and identification.
A brand must provide added value to the life of its consumers. The Brand Relevance Index report of ranked Apple, Google, Amazon and Netflixas the most relevant brands. If we look at the highest ranked brands pre-2000, we see that Coca-Cola, Nike and McDonald’s are in the top 3. It reflects the change in UX – from brick-and-mortar to online.
Trust is at the core of brand love, based on fair business practises, reliability, predictability and customer experience aka as UX. Consumers look at what brands do, not what they preach. Amazon is a good example since it built trust based on UX and efficiency.
This is another key element of brand love. Brands need to connect with the identities of their consumers. A brand must be based on how customers can recognize themselves in the brand, which is different from the objective quality of product or service. If a consumer cannot associate himself with the brand, it will not love it.
These three pillars are all essential for brand love, but only one of them is a constant – identification. That’s why companies such as Levi’s, Coca-Colaand Pears Soap have generations of users as their customers.
Marketers need to combine identification with brand confidence and trust, which forces them to deliver quick results which is not always feasible. It takes time to build a sterling brand, and cannot be rushed. It takes on average 20 years to find out if a brand is truly relevant, trustworthy and identifiable. It required different KPIs; sales and conversion are not among those.
To conclude, to build your brand (love), you need to plan long term and willing to invest time and money in it. Having good content is a key element, as is a solid marketing and PR strategy.
For more information, contact Debra of Tip Top PR at [email protected]