Building a brand that people fall in love with
Dora Aston
As a business owner, do you wonder how you can make consumers fall in love with your products and then retain their loyalty? The answer is by spreading a bit of love!
Over the years we’ve seen brands excel in this area – Apple, Disney, Lego. By building a strong and consistent brand, they’ve built strong relationships with their consumers. In turn, consumers have invested in the brand and that is how they have continued to dominate their markets.
Whilst you may not aspire to be a global giant like Lego, your brand is as equally important to your business. Imagine your brand as the most charismatic person in the room—confident, intriguing, and utterly unforgettable. That’s the goal. So, how do you get there? Here are the secret ingredients:
1. Know thyself – and thy audience.
First things first: Who are you? And, more importantly, who are they? They may sound obvious questions but it’s good to clarify these.
Your brand should be a mirror reflecting your core values and the aspirations of your target audience. It’s like dating; you don’t want to be the person who loves mountain climbing if your date prefers long walks on the beach. Get to know your audience. Are they quirky, eco-conscious, luxury-seeking, or budget-friendly? Speak their language, share their values, and you’re halfway to their hearts.
2. Craft a story worth telling.
People don’t fall in love with products; they fall in love with stories. Think about your favorite brands. Chances are, there’s a narrative there that resonates with you – the underdog story of a startup in a garage, or maybe the grand vision of a company aiming to save the planet.
Create a compelling story around your brand. Make it relatable, engaging and worth sharing. Remember, no one ever gushes to their friends about a mission statement that read like a VCR manual.
3. Create a visual identity that stands out.
Your visual brand and overall aesthetic should be as distinctive as a peacock in a flock of pigeons. But remember, beauty is only skin-deep. The designs should align with your brand’s personality and values. It’s about creating a visual shorthand for what you stand for.
4. Voice matters.
A brand’s voice is its unique way of communicating. If your brand were a person, how would it speak? How would it tell a joke or offer comfort? Whether you’re the ‘cheeky upstart’ or the ‘wise mentor’, your voice and its tone are key. People fall in love with personalities, not robots.
5. Consistency counts.
Inconsistency is the death of relationship—ask any expert. Your brand should be as reliable as the next series of your favourite boxset. This means maintaining a consistent voice, aesthetic and message across all platforms. Whether your audience encounters you on social media, your website, or in a physical store, the experience should be unmistakably you.
Consistency builds trust, and everyone knows trust is the foundation of any great love story.
6. Don’t just broadcast – engage!
If your idea of brand communication is shouting into the void, it’s time for a new strategy. Engagement is key. Talk to your audience, not at them. Respond to comments, ask for feedback, and show appreciation for their loyalty. Create a sense of community where your customers feel valued. Think of it as courting—listen more than you speak, and always bring flowers (or in this case, excellent service!).
7. Innovate and evolve
Even the best relationships can get stale if they don’t evolve.
Keep things fresh by innovating and adapting. Stay attuned to market trends and be ready to pivot when necessary. Show your audience that you’re committed to growing and improving with them. A brand that evolves is a brand that stays relevant, and relevancy attracts.
Building a brand people fall in love with isn’t a one-night stand; it’s a long-term relationship. It requires patience, dedication, and a bit of charisma. Know your audience, tell your story, stand out, be consistent, show some personality, actively engage, and keep things fresh. Do all this, and you won’t just have customers—you’ll have a loyal audience that will sing your praises. Isn’t that the love story your business deserves?
Ready to elevate your business and make a lasting impression? Let’s transform your vision into a brand people fall in love with.