Have you ever lived a love story with a brand Oman Email Database The ones to ravish the heart, to do everything for the beloved brand, to admire everything that marketing does, to defend it against everything and everyone. That’s what happens when consumers fall in love with a love brand.
That’s the way we call brands that transcend their commercial role . They become part of the lives and personality of consumers, who identify with what brands are and what they do. They no longer make rational choices for one product or another. A love story, after all, has little rationality, doesn’t it.
But love has a lot of reciprocity. The union only thrives as long as one loves the other. So, if the consumer loves a brand, he expects it to also reciprocate with actions that nurture that relationship. So now, let’s unravel what a love brand is and what makes people love a brand to the point of blindness to competitors.
What is Love Brand
Love brand is a brand that is loved by consumers and manages to create emotional bonds with them, transcending the traditional relationship that exists between company and customer.
A love brand is not just a company, a store, a product—it is a representation of the values and beliefs that the consumer identifies with. Therefore, fans incorporate the brand into their personality and lifestyle.
This connection is so strong that they no longer have eyes for competitors and start defending the brand tooth and nail.
Think of Harley Davidson, an iconic example of the love brand. If you buy a Harley, you don’t buy a motorcycle — you buy adventure and freedom on two wheels.
Often, fans aren’t even their customers (as happens a lot in love brands), but they like to show off and defend the brand. Some even get it tattooed on their bodies! It’s a lot of love, isn’t it.
The branding awakens this feeling. Brand management defines which image and positioning it wants to conquer in the minds of consumers. With this definition, the brand consolidates its identity and awakens the identification of people.
Here are the ingredients to start a love story between the brand and the consumers who identify with it.
But of course this relationship depends on other ingredients to thrive. Brands that are loved must nurture the relationship with the consumer, so that he continues to realize the value of that relationship for his life .
That’s where marketing comes into play, with strategies that strengthen ties, value fans and bring the brand closer to consumers.
What are the advantages of being a Love Brand
Love is beautiful but in the end, brands really want to do business. So how can consumers’ love for your brand make your business grow, sell more, have more opportunities
Love brands don’t succumb to competition. When the consumer creates an emotional relationship with a brand, it is not any stimulus that can lead him to a competitor.
The bonds are stronger, so the consumer is always around , informed about the brand’s news and willing to return at any time. Brand loyalty even reveals one or another mistake, in the name of the relationship.
They say love makes people blind, isn’t it? This explains why the love for a brand makes consumers overlook the price of products.
For them, the feeling that the relationship arouses is more important than that . Therefore, love brands can charge higher prices than their competitors and will not stop selling to their fans because of that.
Consumers become brand advocates
Beloved brands are protected by their fans. They become true advocates whenever someone dares to speak ill of their beloved brand, especially on social media.
In times of brand crisis , they help to withstand criticism and preserve your image. Fans not only defend the beloved brand, but also promote it on their networks. They like to talk about it, show its benefits, show it off in their daily lives, talk about their actions. they want to see the brand’s success and contribute to its growth.
The company attracts better talent
Professionals want to be part of building brands that are loved and successful and that have a purpose they identify with. List Provider Therefore, love brands tend to attract more qualified, motivated employees, but mainly aligned with their culture .
Why do consumers love certain brands? What arouses this feeling? To try to understand, let’s get into the psychology of consumption .
We generally think that our purchasing decisions are super rational. We identify needs, analyze options, compare prices, read reviews, weigh pros and cons, and choose what to buy. But the truth is that this decision is much more emotional than we think.
