Posted by admin in Creating a Brand That Customers Love
Wouldn’t it be nice to have customers loyal to your business beyond reason? Think Starbucks. Why in the world would anyone pay $4.35 for a cup of coffee? Sure, it’s good coffee. Worth $4.35? It’s doubtful. The cash register at Starbucks is ringing up more than coffee. Chi-ching. It’s all about atmosphere, feelings and ambiance. Check out the sights, sounds (and tastes!) next time you’re there. Starbucks is in most of our hearts.
Invoking Emotion in Business
How can you create an emotional reaction and loyalty among your customer base? Touch the emotional chords of your customers. According to Kevin Roberts, Author of Lovemarks, The Future Beyond Brands, “People everywhere are wanting to embrace emotion.” He says that a brand people use for a lifetime has ventured beyond the respect of logos and trademarks. Brands that become staples are established because people love them. Thus the term, “Lovemarks.”
Traditional “Lovemarks”
Brands people love become larger than life. They take on a persona all their own. The key to a successful brand is the two-way relationship it has with its customers. Here’s what else Roberts has to say in his book, “Lovemarks.”
Touching the Five Senses
Think of the things that invoke love in the human heart. The five senses: Touch, Sight, Smell, Sound and Taste. These are the elements that can bring a flat business to life. Imagine you’re at Starbucks. Touch the plush velour chairs, see the artsy decor, smell the rich coffee beans, hear the jazzy background music, taste the rich flavor. Bam! They got you, hook line and sinker.
Family Ties
Associating your company with familial bonds also tugs at the heart of your customers. Depicting relationship between a father and a son, best friends and siblings makes even a skeptic get the warm and fuzzies.
Other Ways to Inspire Love for Your Brand
Mystery
- Great stories
- Past, present & future
- Taps into dreams
- Myths and icons
- Inspiration
Sensuality
- Sound
- Sight
- Smell
- Touch
- Taste
Intimacy
- Commitment
- Empathy
- Sound
- Passion
Delivering high quality goods and services is a must. Beyond that, love is earned with by…
- Truth
- Commitment
- Innovation
- Ease
- Transparency
- Reputation
- Value
- Responsibility
- Design
- Integrity
- Reliability
The bonds of love are strong. When cooking up your own brand and corporate identity, go for total devotion. Do what you can to invoke the senses in your marketing campaign. Court your customers by delivering value, and upholding your promises. Create customers for life by earning a place in their hearts.
