What Makes Consumers Fall in Love with Your Brand?


We are in the midst of the season of chocolate, roses and love; so it seemed only appropriate to talk about what makes consumers fall in love with a brand and more specifically how can you make them fall in love with yours. Our relationships with brands are not that different than our relationships with each other. We must first be introduced. Once acquainted, we look for similarities or things we have in common. After it’s determined we want to spend more time together, we begin engaging each other more frequently. Then if it grows into love, we make a conscious decision to be exclusive with one another.

Getting consumers to fall in love with your brand will afford your company a certain level of financial stability with the repeat business that a committed relationship provides. However, this is easier said than done. Just as it is with our interpersonal relationships, there’s a lot of work involved and it requires a concerted effort to find and foster a healthy relationship. For those willing to take the leap into love, while it is work, most will agree that it is definitely worth the effort.

The Introduction

Those looking for true love know that you have to put yourself on the market if you intend to find your mate. Putting your brand on the market means getting out there. You can advertise. You can get involved in social media. You can hire a publicist. However you choose to do this is up to you. Financial constraints are not what they used to be in this the digital age. You can make up for a lack of resources with creativity and clever thinking.

On my website (www.insightsdiscovered.com) I have a quote about seeing what everyone else has seen and doing what nobody else has done. Look around, get inspired and then add your own touch. Don’t be afraid to be unique and true to your brand identity; that’s how you’ll get noticed and more importantly, remembered.

Finding Common Ground

Now that you’ve garnered some attention, you’ll need to find some common ground with your targeted audience (you need to target because a one-size-fits-all approach is a big turn off). If you’ve done your homework you’ll know exactly what appeals to them. If you’re not sure how to find these things out, talk to your target audience. Conduct focus groups. Go where they shop. Test your products with them. Engage them in the same ways they might be engaging with your brand and products.

Consumers love to share their opinions and will not hesitate to let you know what they like and where you can improve. With this knowledge you can refine your approach so you will be better poised for a true love connection.

Two-Way Communication

As it is with any relationship, constant two-way communication is a must. We evolve over time. Our tastes change. Our preferences change and our needs change. It would be foolish to assume that what was relevant a few years back is still relevant today. Your brand must evolve with your consumers if you want to continue your relationship.

Market research should be an ongoing effort. Never stop talking and listening to your consumers. Be vigilant in your desire to know what they want, need and think. Tweak your brand and products as you learn more about your consumers. When they see you are paying attention to their needs, they will respond with reciprocal affection.

Commitment

While it’s not easy and it does take a lot of effort, those faithful in their duties will enjoy the benefits of a committed relationship. Your consumers will choose you over your competition. They will recommend you to their friends. They will effectively become brand advocates. While it might be easier to write the check and blitz the market with ads, over the long haul if your brand and products don’t speak to your consumers, you’ll never get beyond initial trial. Admittedly it’s the less traveled road by many businesses, due to its challenges and hurdles; but for those willing to take the leap, they wouldn’t have it any other way.

Consider Google, Amazon and Twitter. These companies enjoy high levels of brand loyalty. We just love them and why? They get us. They know what we want and how we want it. They took the time to research us and tailored their offerings to capture our affections. You can do the same; and if you do, you will find your business enjoying a more meaningful relationship with your consumers. True love lasts.


  


About Insights Discovered

Penny Redlin is a regular contributor to the “Business Sense” feature on The Giggle Guide®, sharing insights about business planning, effective communications and marketing strategies.

Based in Las Vegas, Nevada, Insights Discovered was founded by Penny Redlin in an effort to share her professional expertise within the children’s product category. The company’s mission is to give every mompreneur an opportunity for success. Insights Discovered exclusively services children’s products brands. The specific industry focus demonstrates a strong dedication to the unique needs of children’s products companies. Insights Discovered offers strategic planning, market research and traditional marketing services.

For more information, visit www.insightsdiscovered.com or call 702.218.5707.

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