Brand love is built on three key pillars: relevance, differentiated value, and emotional connection. Let’s take a closer look at each one.

Relevance is all about meeting consumers’ needs and desires. To be relevant, brands need to offer products or services that consumers actually want or need. Differentiated value is about offering something unique that consumers can’t find anywhere else. Emotional connection is about creating a bond with consumers that goes beyond the functional benefits of the product or service. When these three pillars are in place, brand love can flourish.

How to create brand love.

Relevance: Meeting Consumers’ Needs and Desires.

To be relevant, brands need to offer products or services that consumers actually want or need. That might sound obvious, but you’d be surprised how many brands get it wrong. Relevance is all about understanding your target audience and what they’re looking for—and then delivering on that promise.

Differentiated Value: Offering Something Unique.

Differentiated value is about offering something unique that consumers can’t find anywhere else. In a world where there are literally thousands of options for every product or service imaginable, it’s more important than ever for brands to differentiate themselves from the competition. What makes your brand special? What do you have to offer that no one else does? Answering these questions is key to creating differentiated value.

Emotional Connection: Creating a Bond With Consumers.

Finally, emotional connection is about creating a bond with consumers that goes beyond the functional benefits of the product or service. Emotional connection is what turns a one-time customer into a lifelong fan.

It’s what turns prospects into evangelists who sing your praises to anyone who will listen. So how do you create an emotional connection with your customers?

Brand Love – Key takeaways:

Make them feel like they’re part of something bigger: Everyone wants to feel like they belong to something special—something larger than themselves. When customers feel like they’re part of something bigger than just a transaction, they’re more likely to develop an emotional attachment to your brand.
Be human: Customers want to do business with other human beings, not faceless corporations. So show them the people behind your brand. Give them a glimpse into your company culture and values. Let them know that there are real people with real stories working hard to make their lives better.
Tell them a story: Brand stories are powerful things—they have the ability to connect with us on an emotional level and stay with us long after the initial telling. When you share your brand’s story with customers, you give them a chance to connect with you on a deeper level and understand why you do what you do.

Brand love is one of the most important drivers of consumer behaviour and customer loyalty—but it doesn’t come easy. Brands need to be relevant and differentiated and create an emotional connection with their consumers if they want to foster true brand love. But when done right, the rewards are more than worth the effort.

Last updated: November 14th, 2022

Brand love is one of the most important drivers of consumer behaviour and customer loyalty.

To be relevant, brands need to offer products or services that consumers actually want or need. That might sound obvious, but you'd be surprised how many brands get it wrong.