Monday, 1 october 2018 | Brenda Rodríguez López
They are known as brand lovers: people who forge such a strong emotional bond with a firm that they consider they are betraying it, when they buy a product from a rival company. These customers have for the "chosen brands” a feeling of unconditional loyalty. Their passion for it is so big that it is difficult for companies to find better ambassadors. However, is this love for firms a spontaneous feeling? Is something else hidden behind this commercial fever? How do brands turn potential customers into brand lovers?
The use of influencers in the marketing strategies of companies is growing in an unstoppable way. Brands are fully aware of the great potential of one of the most outstanding attributes of these celebrities: naturalness. Their influential force lies precisely in its spontaneity and ability to get along with their audience. Nevertheless, what happens when these public figures of the digital world do not really feel an emotional bond with brands? Influencers have the ability to become great ambassadors of firms, but, when their passion for them is feigned, their potential is reduced proportionally.
Brand lovers lack the fame which is capable of viralizing a message, but they are natural promoters of brands. That is precisely their hallmark. Their commitment is real and, therefore, their message is very powerful. It may seem that behind these beloved brands –such as Apple, Amazon, Star Wars, Ferrari or Real Madrid–, there is only a fervent passion for products and services. And of course there is, but there is also a sound and thoughtful strategy to turn customers into potential brand lovers. What is the secret of these companies?
The recipe of the seduction strategy of brand lovers
Using a good dose of brand and customer knowledge
When a brand wants to become the "chosen one", the first step which they need to take is designing a sound strategic plan. It is difficult for customers to love a brand when it does not follow a clear path, or its global idea lacks consistency. It is even more difficult for brands to seduce clients in this way. Once this is understood, the next movement requires a constant and meticulous monitoring work. The most beloved brands are the ones that consumers trust and those that get to know them well, meet their dreams as much as possible and include them in their achievements and developments.
In the digital environment, users overcome the fear of speaking clearly, they loosen up. Brands can benefit from this honesty and transparency and get to know their clients and potential brand lovers better. It is about following the conversations that users have in relation to brands within the online world: monitoring the related hashtags, knowing what they comment on social networking sites and related forums, identifying who their best supporters are, etc. In short, the key is getting as close as possible to customers, understanding what makes brands attractive to their enthusiasts and, then, using all that information to design their strategy.
Seasoning it with a story
An attractive and seductive brand not only has an irresistible personality, but also a story behind it, its own narrative. Storytelling is a fundamental strategy for turning clients into brand lovers. Caring for communication is always key when talking about digital marketing, but all the more so when we try to get consumers to become our staunch supporters. Talking about storytelling means talking about the ability of brands to tell stories. In this case, their own stories.
Making clients fall in love with brands requires the firms to be able to create a strong attachment with them. Brands will not succeed, if they cannot succeed in moving move them, if they do not talk to them in the same language, and do not make them feel that they are also part of their projects. Their communication has to be different, stand out from the rest, be interesting and meet their expectations, even go beyond them.