DO YOU WANT TO INCREASE BRAND LOVE?

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Marketers talk about the importance of developing “Brand Love” - customer devotion and loyalty towards a given brand. It’s a form of admiration or attraction that is greater than simply being “liked”
 
But how do brands cultivate “Brand Love”?
The simple and obvious answer is…there is no magic bullet.
 
Creating “Brand Love” requires a wide range of internal and external elements to align. It requires a considerable amount of time, pulling the right levers and lot’s of patience.
 
But I’m going to share a quick exercise that your team can do as a short cut to get from Brand “Like” to Brand “Love” - and it has to do with reducing friction.
 
Reducing friction within the brand communication space is about decreasing the resistance that a customer experiences when they engage with or purchase your brand.
 
There are obviously many other types of friction, and you will quickly see that the friction that your customers experience is often an indication of friction that exists elsewhere, whether it be operations, sales or management.
 
So the single question that your team must ask in order to increase Brand Love is:
How do we reduce friction?
 
There are four primary territories you can apply this question to.
 

  1. SEARCHING

  2. LEARNING

  3. PURCHASING

  4. THE PRODUCT

 
1. SEARCHING
This is about how your customers find your products at every stage. SEO, navigation on your website, finding your product in-store, or even discovering your product on a retailer’s doctom.
 
Q: How can we reduce friction when our customer is searching for our product/solution?
 
2. LEARNING
This is about how your customer tries to learn and understand about your product, your company, etc. This applies to everything from advertising and packaging, to your brand story and product marketing copy.
 
Q: How can we reduce friction when our customer is trying to learn more about our product/solution?
 
3. PURCHASING
This is about how your customer experiences a transaction when buying your product. Everything from the check out process on your website and how your customer service handles inquiries, to transactional emails and delivery times.
 
Q: How can we reduce friction when our customer makes a purchase from our company?
 
4. THE PRODUCT
This includes everything pertaining to how your customer engages with your product. It could be ease of use, smell (yes!), product function (or lack there of), how the product dispenses, or even how it looks or feels.
 
Q. How can we reduce friction when our customer uses our product?
 
 
The more detailed you can get with HOW you ask these questions, the more specific you can get. I.e. How can we reduce friction when our customer opens the packaging?
 
So how can your brand reduce friction and increase Brand Love?
 
Share your experiences & challenges ————>📨
 

c okubo