Most brands that have achieved success in today’s markets have done so because they have sought out
much more than just loyal customers. The real secret to their success is that these people come to feel
love for your brand, turning them into lovemarks.
Making your brand a lovemark is nothing more than getting your customers’ engagement to its fullest
potential, that is, creating a bond between your brand and consumers that surpasses any rationality,
including the benefits of your products or services.
To turn your brand into a lovemark, you need to know your target audience thoroughly and focus on
their needs so that they literally start to feel love for your brand.
In the following article we will explain everything you need to know about this interesting topic and
why you should not rest until your brand is a lovemark. Go ahead!
What is the concept of lovemark?
This concept was defined by marketing russia telegram data and advertising genius Kevin Roberts,
and is basically a marketing strategy where love and brand come together.
A lovemark is a brand that has managed to position itself as the first choice of its target audience,
thanks to the generation of well-established emotional bonds that make the loyalty and commitment
of its consumers reach the point where they feel love for the brand.
According to Kevin Roberts, the bond between a brand and the consumer can reach the level of falling
in love if the brand manages to develop three elements:
- sensuality;
- privacy;
- mystery.
Sensuality
When it comes to sensuality, and we take ai-powered cryptocurrencies it to the point of how can a
brand be sensual for consumers? Kevin Roberts sums it up in the fact that a brand is sensual when it has the ability to stimulate each of our senses.
Privacy
In the context of lovemarks, intimacy cmb directory refers to the fact that brands are able to have an
intimate relationship with customers , literally like a romantic relationship.
This means that in the relationship between consumer and brand, commitment, passion and
empathy will be the foundations that support it.
Mystery
Relating mystery to brands refers to the fact that they always generate expectations in their
consumers, that is, they always have an ace up their sleeve prepared to generate an unexpected
emotion when discovering their product .
If customers knew every detail of a product that is about to be launched on the market , they would
not be curious about every detail of said product or service .
Making an analogy with romantic relationships, generally if you are not curious and have expectations about the person you like, you will end up losing interest in them.
Another way to achieve this is to tell stories that spark customers’ imaginations, causing them to visualize themselves in different scenarios, and for these scenarios to be directly related to the brand in question.
That is why brands must seek to generate these three elements so that consumers end up being carried away by their charm and inevitably fall deeply in love.
Because of this, customers who love your brand will end up choosing it regardless of the price or benefits another provider may offer – amazing, right?
Why is it important for a brand to become a lovemark?
The importance of what the lovemark concept means for companies is that your brand will go from being a brand with an average level of engagement from your customers , to generating a level of commitment so great that it could be compared to being truly in love.
The fact that companies are in charge of carrying out marketing strategies that aim to generate an increasingly stronger engagement in the people who consume their products or services, they end up putting their loyalty above their rationality.
This means that the loyalty and commitment we have for our lovemark weighs more when asking ourselves questions to make a purchase decision, for example:
- is it really necessary?
- Is it the best option for me?
- Is it worth spending this amount of money?
- etc
That is why if your brand reaches this level of engagement, you will have the advantage of having a wider price range than a normal brand. This means that because your consumers will be moved by their love and not reason, the cost of your product will be something they will put in the background.
Another reason why applying this concept would be beneficial is that the products will have a high demand among consumers, that is, generally having products from a lovemark is associated with having a high status in society, therefore, everyone wants to have them.
How to build a lovemark?
To make your brand become a lovemark, it is essential that you take into account the following aspects:
1. Focus on a niche market
To make it easier to turn your brand into a lovemark, it will be very useful to focus your advertising campaigns and marketing strategies on a specific market niche .
This means that if you find a group of consumers who have been poorly served by the competition and you offer them a product that they really find incredible, you are already on the other side.
2. Aim for emotion, not reason
Nowadays, it is a fact that if your advertisements manage to move the emotions of people who are looking for a good or service that helps them with a situation, there is a great possibility that they will end up deciding to buy from your brand.
If you manage to capture the attention of new customers through empathy, this will end up developing a bond between your brand and the customer and they will end up succumbing to the emotions that your brand generates.
3. Keep your customers curious
Whenever you are going to launch a campaign, never tell everything. If you keep your audience curious and expectant about what you are going to launch on the market, you will definitely keep them always attentive to your new releases.