Measuring brand love in consumer marketing is big business.
It probably won’t surprise you to know that Nike for example is loved by 27.5 per cent of all 16 – 24 year olds. Slightly more surprising to learn that 32 per cent of young adults have boycotted a brand in the past year. The main reasons were due to unethical practices, animal cruelty and poor quality products.
YouthSight, part of YouGov scores a host of brands, with consumer emotions towards them tracked on a scale of 1 to 5, from love to hate.
Love and hate is important for business PR and marketing too. Almost every business transaction, no matter how “business-like” we try to be, will have an emotional element to it.
Top five levers of brand love for your business brand
1. The right endorsement or ambassador
We all look for validation from ‘people like us.’ In the business market, a brand ambassador is a customer. Other people’s experience of your brand or service is crucial to the decision-making process. Look for case studies and customer recommendations from people or companies whose values are well known or obvious. Their experience should resonate or strike a chord with your target audience
2. Use the right language
‘Mirroring’ is a classic sign of empathy and love in a human relationship. In consumer marketing it translates into ‘using the right language’. KFC knew its market well enough to use the right language with its customers during its recent delivery crisis. Their ad campaign and copy showed humour and personality. It was right for KFC but it wouldn’t have been right for John Lewis. The right language and tone makes a huge difference.
3. Hang out with their friends
Discovery and delight are part of the journey of love. Your brand or service needs to be found by the right people. Being in the right communication channels – that might mean trade publications; websites; blogs; Instagram feeds; LinkedIn groups; events; discussion forums and so on – all help you to be found. Make sure your brand or service can be found in the places where your target audience is looking.
4. Show some love and understanding
As old as time itself, at least in terms of love and marketing. People buy a solution for their needs, so describe all the benefits you can deliver. Show you understand and appreciate your prospects’ needs and challenges; make sure you don’t list product qualities but instead tell your target audience about the values, feelings or advantages it can give.
5. Make a commitment
“People had fallen a bit out of love with it…” How were people helped to fall in love with Tesco again? With the help of a huge increase in advertising budget. Tesco increased its ad spend by more than any other food and drink advertiser last year to £73.9m. (The Grocer “Tesco drives massive comeback”)
You don’t have to spend millions, but you do have to make an effort. It takes time and effort to get the message and the medium right. If your brand or service is valuable to you, it’s worth spending money to help others fall in love with it too.
