Just like there are four chambers of the heart, here are four reasons why customers swoon over brands:Why do people fall in love, and stay in love, with brands?
Brands make us more of who we are.
People represent the reality of what is. Brands represent the cultivation of what could be. The brands we choose to champion are an expression of our better selves, kind of like a kaleidoscope that lets us see ourselves achieving all of our goals and desires. Attractiveness, attitude, achievements—these are a few of the things beloved brands help us see in ourselves. So it makes sense, then, that wearing a pair of Lululemon yoga pants says that we value self-love and wellness, while buying an Apple computer says that we are learning more about the world around us, while contributing to it, too. This is why key messaging is of such importance—it helps us articulate what we wish for ourselves, and how the brand can satisfy that desire.
Brands say what we don’t have the words for.
Brands are successful when they align with our world views, reiterating what we know to be true through both product and service. Consumers attach meaning to brands that speak as one unified voice that “hormone-free chicken makes us healthier” or “motorcycles scream adventure”. Brands win over buyers because they excel at representing our definition of the truth, and telling stories that we can nod in agreement with.
Brands are reliable partners.
There’s a reason why McDonald’s is one of the most revered global brands—because it’s reliable, consistent, standardized and thus, predictable. Travelers from Missouri to Malaysia can often expect the same menu items, cooked using the same methods, and tasting nearly identical. That’s also the reason why so many parents of first-time drivers will often purchase the cult classic Honda Civic or Toyota Corolla, known for the longevity of its parts and solid safety measures across all makes and models. When buyers need to have their needs met now, dependability is what matters most.
Brands give us a reason to stay committed.
In the branding hub, there’s been a focus on “listening” for a reason – when brands deeply listen to what their customers want, they can do a better job of giving it to them. For the beloved brand, fulfillment is everything. That reciprocity means that brand evangelists show their loyalty, and the brand continues to offer some sort of incentive to harboring a relationship with it, whether it be through customer service, perks, or loyalty benefits
As an expert in brand psychology and consumer behavior, my extensive knowledge in the field allows me to delve into the intricacies of why people develop profound connections with brands. The article by Kendra Lively, dated February 19, 2020, explores the emotional aspects of brand loyalty and identifies four key reasons behind it. Let's break down these concepts:
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Brands Make Us More of Who We Are: Lively suggests that brands serve as a reflection of our aspirations and values. The article likens brands to a kaleidoscope, allowing individuals to envision their ideal selves. The brands we choose become an expression of our identity, symbolizing qualities such as attractiveness, attitude, and achievements. For instance, wearing Lululemon yoga pants may signal a commitment to self-love and wellness, while using an Apple computer signifies a pursuit of knowledge and contribution to the world.
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Brands Say What We Don't Have the Words For: According to the article, successful brands align with our worldviews and articulate our beliefs through both products and services. Consumers attach meaning to brands that resonate with their values. The example of associating "hormone-free chicken" with health or understanding that "motorcycles scream adventure" illustrates how brands communicate a shared truth. This alignment enhances brand loyalty as consumers feel understood and represented.
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Brands Are Reliable Partners: The article emphasizes the importance of reliability and consistency in building brand loyalty. Brands like McDonald's are praised for their global consistency—providing the same menu items, prepared using standardized methods, and maintaining a nearly identical taste worldwide. Similarly, the reliability of vehicles like the Honda Civic or Toyota Corolla appeals to consumers, especially parents of first-time drivers, due to the longevity of parts and consistent safety measures across models.
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Brands Give Us a Reason to Stay Committed: The article highlights the significance of brand commitment by focusing on active listening. Brands that deeply understand and respond to customer needs foster stronger relationships. The concept of reciprocity is emphasized, where loyal customers receive incentives such as excellent customer service, perks, or loyalty benefits. This ongoing dialogue between brands and consumers creates a mutually beneficial relationship, with each party fulfilling the needs of the other.
In conclusion, Kendra Lively's article expertly explores the emotional and psychological elements that contribute to the deep connections people form with brands. The concepts of self-expression, shared values, reliability, and active listening are crucial in understanding the dynamics of brand loyalty.
