07 Feb 2014

How do you build a brand customers love?

MRA Marketing's Head of Creative, Kate Woodford asks: what's the secret to a successful brand?

The secret to a successful brand is simple: love. Love your customers and they’ll love you back.

Eugene Yiga, with the somewhat grandiose title of ‘Knowledge Manager’ at Synovate Laboratories, has an interesting theory about brands.

“We spend so much time interacting with brands on a regular basis that it’s no wonder we can equate them to people in our lives. We meet, we fall in love, and we settle down for life.”

If only.

Human beings are fickle creatures. We get easily bored and move on fast. So when it comes to shopping for our favourite products (from concrete to curtains, windows to wellies) we’re more than happy to follow our instincts and switch to the brand we feel has our best interests at heart.

In this cut-throat age of bigger, better, faster, brand loyalty is a nirvana most can only aspire to, and for those who do manage it, their hold on this coveted prize is only ever tenuous and can be snatched away in the blink of an eye.

You only have to look at how retailers Waitrose and Aldi have successfully mugged Tesco at either end of its customer base. Tesco’s same old ‘one size fits all’ approach doesn’t quite cut it anymore and they’ve learned the hard way that if customers don’t get what they want, when they want it, they won’t hang around to wait until you get it right.

If Yiga is right and people equate brands to loved ones in their lives, no one wants to hang out with someone who takes them for granted. Everyone wants to be with that someone special who only has eyes for them. Your job is to make your brand have meaning in your customers’ lives. You’ll have to work hard to gain their trust and keep it, but once you have it, it will be a love story without end.

Is your brand a love brand? Does it have your customers at its heart?

Agree? Disagree? Want help with your marketing? Comment below, tweet @MRAMarketing or email social@mra-marketing.com.

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