At this time of the year it seemed appropriate to think about love. No, not Tinder, about loving the brands we use.
Love is probably the most powerful human emotion. It makes the world go round after all.
If a brand can make its customers ‘love’ it; what could be more powerful than that? Do they? Can they?
What is love? Now there’s a minefield! There are thousands of definitions and interpretations. In these circumstances I always rely on good old Wikipedia; “Love is a variety of different feelings, states, and attitudes that ranges from interpersonal affection to pleasure . It can refer to an emotion of a strong attraction and personal attachment.
There you have it. Have a think about it – are there any brands in your life that you could say you ‘love’? I have done a bit of anecdotal research (OK, I’ve asked a few of my mates) and the sectors that seem to occasionally hit the mark are cars, restaurants, fashion brands, perfumes, supermarket delivery services (not supermarkets themselves) and a few more. The word is occasionally. I had no take up on tech at all (phones, tablets, etc). Now that’s hardly empirical research, but it does indicate that of the huge number of brands spending billions of pounds on marketing and customer service, very few are achieving the holy grail of being loved.
So why not and how could they? Need to have a look again at what love is all about. I got this insight from a book called Seven Natural Laws of Love, by Deborah Anapol:
“You cannot command or demand love. You can buy sex, loyalty, companionship, attention, perhaps even compassion, but love itself cannot be bought. Love is inherently free. It cannot be bought, sold, or traded”. So, if love can’t be bought, what use is that budget to you?
One of the most popular Google searches is “How can you make someone love you?” It throws up some interesting results. Have a read of some of these:
Get to know the person better. The first step in getting someone to love you is to get to know the person better and allowing the person to get to know you. Getting to know someone takes time and energy because you will have to ask the right questions and listen well.
Make sure that your personality shines through and he/her knows about your likes and dislikes. Being passionate about something is very attractive and others will take notice.
Be kind. Treat others the way you want to be treated. It may sound cheesy, but it's true. If you want others to treat you with care and respect, you should start treating others this way, too.
Show your flaws. Let him or her see how far you’ve come. Revealing some of your past shortcomings to someone will allow him or her to see the real you and appreciate you even more.
Don't act like you're not bothered. So many people do this. Pretending that you don't care or aren't bothered about the relationship does NOT help.
Consider your goals. Determine your long-term goals for the relationship. If you can't see it lasting, there isn't much sense in trying to make someone fall in love with you. There is nothing wrong with casual dating; if you want to date someone but don’t see it lasting, just enjoy it for what it is and don’t try to make it more serious.
Don’t try to be someone you are not to get someone to fall in love with you. Make sure that the person you decide to be with is compatible with you as you are
Create trust. Trust is an essential component in a healthy, long-lasting relationship. Learn to trust your significant other and show that you trust him or her with your words and actions. Make sure that you show your significant other that you are trustworthy as well
Appreciate your significant other. Don't ever take the person for granted. If someone falls in love with you, you’ll need to work to maintain that love. The best way to keep someone in love with you is to never, ever take the person for granted. Show the person that you appreciate him or her every day
Keep things exciting. Don’t just do the same things you always do. Routines can be nice, relaxing, and even comforting but it’s important to break out every now and again and do something new and exciting together.
Now re-read all those with your marketing and customer service head on. They could be the start of your next marketing strategy. How many of those approaches are you using for your brand? Marketers have never had so many tools in the box to achieve these, but few are using them. Do so and you could gain huge benefits.
Now here’s the video…