What do brands that are universally loved have in common? They’ve invested time, energy, and resources into building strong relationships with their consumers. Just like any lasting relationship, creating a beloved brand requires consistent effort, trust, and a deep understanding of your audience’s needs. The payoff? Long-term brand fans and advocates. Exactly what every brand dreams of.
Gary Chapman’s The 5 Love Languages: The Secret to Love that Lasts might be a guide for romantic relationships, but its principles can be applied to brand-consumer relationships, too. Chapman’s five love languages—quality time, words of affirmation, gifts, acts of service, and physical touch—can serve as a blueprint for developing a marketing strategy that truly connects with your audience.
How to Build a Universally Loved Brand
Quality Time
The old marketing “Rule of Seven” suggests that a consumer needs to hear your message at least seven times before taking action. In today’s crowded marketplace, that number might be even higher. It’s not just about repetition, though—it’s about meaningful engagement across multiple touchpoints. Your brand’s story should resonate with your consumers' interests, and your content needs to be compelling and relevant. A targeted, multi-platform media plan will ensure that your brand stays top-of-mind throughout the buyer journey.
Words of Affirmation
Everyone wants to feel heard and understood, and your consumers are no different. One of the biggest mistakes brands make is ignoring consumer feedback or offering insincere responses. When you communicate your brand’s story, purpose, and values, make sure your tone is authentic and empathetic. For example, a simple thank you for user-generated content (UGC) or a thoughtful response to a consumer’s comment can go a long way. Ignoring feedback, on the other hand, can have lasting negative effects—even beloved brands like Chipotle have faced backlash for not addressing consumer complaints.
Gifts
Today’s consumers love a good deal. Loyalty programs, exclusive discounts, and special giveaways are great ways to show appreciation. Sephora and Ulta have mastered the art of loyalty programs, but even if your brand isn’t on that level, there are plenty of ways to surprise and delight your customers. Discount codes, exclusive email campaigns for your best customers, and social media swag giveaways can help build goodwill and keep your audience engaged.
Acts of Service
Consumers today expect brands to do more than just sell products—they want to see companies give back in meaningful ways. Research from Mintel shows that about 75% of consumers say that a company’s charitable efforts influence their purchase decisions, and half of Americans say they’d switch brands to support a cause they believe in. Patagonia is a prime example of a brand that aligns its mission with its values, focusing on environmental causes. From manufacturing practices to marketing, everything Patagonia does reflects its commitment to its purpose.
Physical Touch
In-person marketing activations—whether through pop-ups, mobile tours, or brand experiences—tap into the emotional and physical aspects of consumer engagement. Research shows that immersive brand experiences have a significant impact on purchase intent and foster a sense of closeness to the brand. More importantly, these activations create opportunities to build community around your brand, making consumers feel like they’re part of something bigger.
Ready to Make Your Brand Unforgettable?
Building a brand takes time, but building a brand that’s universally loved takes a well-thought-out integrated marketing strategy. It’s about fostering trust, creating memorable experiences, and making sure your brand stays top-of-mind for the long haul.
At Inspira, we specialize in crafting integrated marketing strategies that speak your consumers’ love language. Let’s work together to build a brand that your customers will fall in love with, over and over again. Ready to make your brand unforgettable? Let’s get started today!
This article has been published in the Association of National Advertisers (ANA) Marketing Knowledge Center. Click here to visit their blog.