Brand Love: How it Impacts Business?

Does brand love exist? Or is it an era’s fallacy? We live in a world of the consumer era, in which consumer emotions dominate the market. Therefore, this trend exists because customers will genuinely love a brand. The love is rooted in their fidelity.

Entrepreneurs need to be conscious of this age. Those who strategically position their brands can become magnets to a positive emotion, reach the consumers’ hearts, and build a loyal fan base that grows their business. But those who are remiss can experience brand hate.  

Let us look briefly at what is brand love and how you can increase it to positively impact your business bottom line.

What is Brand Love?

“According to Carroll and Ahuvia (2006), brand love is an emotional and passionate relationship present between a satisfied consumer and a brand.” Essentially, it is the love consumers have for a brand. So, the question is asked, “Can a brand reciprocate that love?” Although a brand is considered an object, it cannot reciprocate that love to consumers, but its workers can. So, your staff must display that sentiment to customers. When a brand substantially engages with its customers, it creates partnerships and communicates with customers more resonantly, making the relationship more meaningful. 

In highlighting brand love, NewsCred Insights reveals, “In the age of experience-based marketing, some brands want us to do more than just buy their products. They want us to interact with them, to love them. Dan Wieden, the legendary adman, described this desire for active participation when he said: “Brands are verbs. Nike exhorts. IBM solves. Sony dreams.” 

Amazon, for example, is a customer-centric organization that puts customers first. When it comes to brand love, this brand shows authority with superb customer service. It is a go-to brand at the heart of its customers, making their customer journey smooth. Consumers associate with the brand, and, in fact, when an individual needs something to buy, one of the first channels that always comes to mind is Amazon.  

Research shows that “73% of consumers love a brand because of helpful customer service, 89% of shoppers stay loyal to brands that share their values, and it takes 5 to 7 impressions for people to remember a brand. “

Therefore, to exponentially grow your business, it is necessary to master how to keep customers loyal and love your brand.

So, let us look at how you can increase brand love.

How to Increase Brand Love?

Further research shows that brand love is based on the experience of customers with the brand. Here are three crucial but straightforward strategies to embed deeply into your marketing plan to get consumers to love your brand more.

Exceed customer expectations

 Your customers should be the core of your brand positioning and marketing strategy. Personalize your customer experience. There will be an immense opportunity to draw customers and create credibility for a brand that exceeds consumer standards and delivers on its brand promise. For instance, “Doritos Heatburst in the U.K. used brilliant creative to start a conversation—and keep it going,” the company not only meets demands but exceed customer expectations, according to Think with Google.

Achieve optimal satisfaction with customers 

Listen to the voice of the customer through collecting feedback and improve your processes based on the information gathered.  A satisfied customer will always resonate with the brand, creating an emotional bond.   When consumers feel emotionally linked to a brand, they will be more likely to invest their money on that brand.

“Always keep in mind the old retail adage: Customers remember the service a lot longer than they remember the price.” –Lauren Freedman, President of the E-tailing Group

Avoid negative self-conscious emotions 

For example, being hubris—having excessive pride. This behavior can offend consumers easily. Demonstrate empathy instead. According to HelpScout, “After one negative experience, 51% of customers will never do business with that company again.” This is one of several reasons you must attempt to eliminate negative emotions.

As you can see, there is an evident propensity for customers to become brand champions if they value a brand.

Conclusion

Brand love is important for companies to thrive. When consumers are linked by a positive experience with deep emotions, that can contribute to high brand loyalty. This offers potential opportunities for entrepreneurs to effectively engage, address their pain points seamlessly and create deeper relationships with customers that will eventually grow their brands.

So, what is next!

Now, for some customers, it only requires one negative experience to elicit even the most basic emotions, such as anger or fear. That can lead to low levels of loyalty, distrust of the brand— resulting in brand hate. Those unfavorable feelings can divert customers to your rivals.

For brands to survive the market, learning how to avoid brand hate is necessary. So, are you ready to learn more so that you can avoid the pitfalls of any chapter of brand hatred?

Let us review brand hate so that you can avert the negative emotions.

Please share your thoughts and comments!