Make them love your brand: Lovemark

Create a product or service is not enough in business, today you need a profound connection to be different in the industry. Cut the product and people will find a replacement. Cut the lovemark and people will protest your absence.

 

Lovemark is a term created in 2004 by Kevin Roberts, Saatchi & Saatachi CEO, one of the most relevant personalities in marketing and advertising of the last decades. According to his words, a Lovemark is a brand that has positioned itself with its public by an emotional connection. The aim is to make people want your brand not because you offer great products and services, but because you are part of their lives and share their philosophy. The Lovemark is a concept that goes beyond all barriers.

Lovemark is a relationship, not a transaction. The buyers emotions is an important part to acquire, 80% of a decision is based on irrational impulses. According to Kevin Roberts, there is a recipe to create this connection and it has these three ingredients:

Lovemark is a relationship, not a transaction. The buyers emotions is an important part to acquire, 80% of a decision is based on irrational impulses. According to Kevin Roberts, there is a recipe to create this connection and it has these three ingredients:

Mystery

This aspect adds complexity to relationships and experiences so people can feel more attracted for what they don’t know. If you knew everything, there wouldn’t be anything lo learn from or be amazed of.

If the Lovemark searches for loyalty, then, how can you reach your buyers hearts? This is the real challenge companies have. Some of the fundamental strategies to create this effect are:

 

Create a story

The brand must transmit ideals, in this phase you want your public to be introduced on your ideals, behaviours and objectives. One way to open up and let them know you.

 

Concentrate on a specific target

The more you know your buyers, the easiest will your business grow. It is about to comprehend the issue tour product or service can resolve, then you’ll know exactly who is willing to pay for it.

 

To focus on emotions

Make your client feel special, a simple act like Starbucks name writing on the coffee cups or Coca Cola’s in their soda cans are some of the examples that make people feel considered and loved. Give something unexpected, be memorable and communicate with empathy, these are the things that motivate your buyer.

Create experiences that make connections

This is the premise for experiential marketing: people don’t buy with their wallet but with the heart. Acquisitions are emotional and not rational. To create an experience that everybody wants to have again and where customer service is fundamental has a lot more importance than anything else. It doesn’t have anything to do with extraordinary investments but touching emotions and exceeding customer expectations.

 

Be the differential factor in the market

Any company that doesn’t have a differential on its products or services will end up competing for the one thing the client can buy: the price. Not any aspect of your product is a differential, it needs to be sensed as unique for the clients to be willing to pay a higher price. It must be very concrete and easy to communicate so that it can position itself as such.

PYB is an international branding and design agency specialized in the creation and development of brands. We understand the importance of knowing our clients to help them connect with their customers. We analyze each business – individually and in its context – to offer customized solutions.