How To Make Your Brand More Lovable
The Easy Peasy Brand Love Guide
People sometimes buy for the sake of practicality, however, for the most part, it’s emotion that drives the bulk of purchase decisions.
Here are my 5 easy-peasy strategies to make your customers fall in love with your brand
- Build Trust
- Be Customer-Centric
- Be Friendly In Your Communications
- Be Visually Friendly
- Surprise + Delight
1. Build Trust
On a subconscious level… every customer is asking themselves two questions;
- Do I Feel that this purchase will move me away from pain (e.g. solve my dilemma) or towards pleasure (e.g. make my life better)? and
- Do I Trust the entity offering this, to meet my expectations?
According to Huffpost,
“Trust is the foundation of love. If you don’t trust a person, how can you love them? Trust precedes love; we can only truly love someone that we can trust. Trust is something that is earned through actions. It is the sense of security that allows both parties to expose themselves fully without any judgments or fears. If someone can break your trust in any way, shape, or form, it isn’t true love.”
The same can be said for the trust, and therefore love, your customers build towards your brand each time they interact with you. This is why local businesses have a far more difficult time dealing with poor online reviews or when a customer leaves… as customers, we expect a much more personalized and friendly experience from smaller, locally owned businesses so when they stuff something up (fail to deliver to our expectations), we hold them to a much higher standard than say a big company like Telstra or KFC… we expect less from the big guys!
Coming across as a trustworthy business is also vital in industries where your customers have likely had a bad experience with someone else in your industry. Hello?! web designers, plumbers, electricians, accountants, bankers, lawyers, real estate agents… Consumers generally have a blanket distrust for anyone who works in these fields due to the “Bad name” we’ve all been labelled with. It just takes us a bit more effort to genuinely communicate that we are indeed worthy of trust, as opposed to other industries that don’t share the same tainted reputation.
To understand the connection between trust and love, I highly recommend taking a look at Huffpost’s full blog “Trust vs. Love: 7 Truths To Why Trust Is More Valuable Than Love” – Business is just a series of relationships. Your greater understanding of how to improve all relationships will naturally flow into your business.
2. Be Customer-Centric
According to Qminder, the pillars of customer-centricity are:
- Remove unnecessary friction from customers’ interactions with your business.
- Focus on the benefits that your service and product can provide to your customers.
- Improve the impression your brand leaves during the awareness and consideration phases.
- Gather customer data and capture customer feedback to better understand your clients.
- Build a robust customer-centric culture by rewarding employees (or contractors) for meeting the needs of the customer.
I’ve also referred to how you can make your business more people-centric in the following articles:
- 10 Ways To WOW Your Customers – Easy Customer Service Tips That Anyone Can Use,
- What Does Your Website Reflect And Does This Inspire Your Prospects?, and
- Google’s helpful content update – What You Should Know
3. Be Friendly In Your Communications
I’m still shocked when I come across business owners and staff that are just not friendly. They can come across as a bit abrasive, my-way-or-the-highway, or downright rude. I think we can all agree that it’s a poor business strategy – unless you’re Karen’s Diner who actually promises “Very Rude Service” as their gimmick.
So unless you’re prepared to engage in full Karen-Mode across your marketing, advertising and how you actually treat your customers, maybe stick to being friendly 😉
Here are some stats to prove that being friendly is so important.
Now, before you claim, ‘but we’re super friendly to our customers!’ … Please remember: Your customers’ experience starts from the very first time they become aware of your brand! Being friendly is not exclusive to just phone and face-to-face interactions. Every social media post, every email… even your invoices and your website – every time you communicate either 1:1 or en masse, ask yourself “Does this communication come across as friendly as it could?”. Written communication is often where misunderstandings occur so ensuring a little more attention is paid to softening your language, avoiding negative words and coming from the angle of service/support vs placating will serve you well.
4. Be Visually Friendly
Everything about your branding including your logo, website design, photos, fonts and colours can be used to communicate friendliness.
“In general, more than 90% of buying decisions are influenced by visual factors. Color plays a huge role here, as it helps raise brand recognition by 80%.”
So, something as simple as colour has a HUGE impact as it’s linked to evoking certain emotional responses. Just check out “The Psychology Of Colour In Branding” PDF by Ignyte Brands or the colour chart below.
What emotions does your brand evoke?
Photos also play a role in whether your business comes across as friendly or not.
This is why a lot of dentists have bright, colourful photos of children in dentists’ chairs smiling while the very jovial dentist tends to their teeth – they want to be perceived as family-friendly. Even the most serious of industries can integrate compassion, kindness and pleasantness. At its core, you want to be amenable to, or suitable for, your audience, ensuring that what you do is designed with the needs or interests of those you want to do business with in mind.
5. Surprise + Delight
Once someone becomes a customer, your focus needs to shift to keeping them as a customer… ideally a happy one! This is where the law of reciprocity comes into play.
First of all, reciprocity is “…the idea of getting something in return for what they give”. To further leverage this you can focus on “Surprise reciprocity… can be a very effective way to cultivate customer love and loyalty”. Ever heard of ‘Under promise and over deliver?’ By delighting your customers with an unexpected bonus, you’re giving them even more reason to love you.
This can be a thank you note or a gift, a follow-up phone call, a shout-out on your social media… whatever you can do that would make them feel special. For those typical “bad name” industries that I mentioned earlier, think about all of the things that customers complain about from their previous experiences. For us, it’s often communication, transparency and making our clients feel fully supported. For a lot of tradies, it’s usually cleaning up before you leave and taking any rubbish away, and of course, doing a quality job. Lawyers and real estate agents can differentiate themselves by making their customers feel like they’ve received value vs feeling like they’ve been ripped off.
Ready To Feel The Customer Love?
These are 5 simple and easy strategies you can implement right away… it’s crazy that not all businesses are employing them! Be ready to receive some customer love by giving a little out first:
- Building Trust
- Being Customer-Centric
- Being Friendly In Your Communications
- Being Visually Friendly, and finally,
- Surprising + Delighting your customers
If you’d like to chat about how to make your brand and website more loveable, book a free call below. We make the entire process as easy as possible and are focused on delivering results that’ll have your customers falling in love with you in no time.