4 ways to create brand love

When people fall in love, they do so because of getting to know their partner’s values, character and personality. The same holds for creating brand love. If you want to build a lasting, authentic and emotional relationship with your consumer, it must be based on who you are and what you stand for as a brand. In a world of quarterly reporting, data analytics and KPIs, many brands have lost sight of their purpose and have abandoned the top of the marketing funnel. It is still extremely important to build awareness and consideration before conversion. With Valentine’s Day approaching, it is a good time to remember how to make consumers fall in love with you again and again: Invest in the long game Allocate a portion of your budget (even if it's a small percentage), to your branding. Make sure that you're constantly reinforcing why you’re better or different than the competition and that the messaging reinforces the brand strategy. The intangible and emotional connection that we subconsciously make comes at the time of consideration and purchase, so continuously investing in your brand story has eventual payoffs. Ad Age Tech Power List 2025 We’re looking for top digital innovators from agencies, brands, platforms, ad tech companies and tech startups Enter here Create and reinforce your identity “It isn’t the whiskey they choose, it’s the image.” David Ogilvy’s quote still rings true. The purpose of branding is to create a distinct and memorable identity that helps to differentiate and communicate your unique value proposition to consumers, build trust, and ultimately drive customer loyalty and preference. Great branding establishes an emotional connection, sets expectations and contributes to long-term success in a competitive market. Look to Coca-Cola and Apple as best-in-class examples. Understand your competition and audience As much as you hope for the immediate success of a campaign via lead generation or even better, sales, never lose sight of the fact that a product or service has to stand out in an oversaturated marketplace. Be sure you know who else is out there and how you measure up and can set yourself apart. And to really make your brand lovable, make sure it’s always relevant to your target audience. You can do a yearly check-in, for instance, to make sure you are top of mind. It can be the difference between stale branding vs. great branding. Be inclusive It’s important to consider the multicultural consumers within your target audience, especially because they are typically more brand loyal. Research shows that Black consumers are 66% more loyal to a brand that reflects their race/ethnicity and 57% of Hispanics are more brand loyal to brands that respect their heritage. Also, avoid stereotyping, use culturally appropriate language and reflect diversity in your marketing materials and advertising. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today

4 ways to create brand love

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