Have you ever realized that there are certain people in your life because they have to be? What about the ones you love unconditionally? Aren’t they in your life because you want them to be? The relationships that you share with others are the same as the relationships that you share with brands.
Some brands you have a relationship with because you have to. Sure State Farm is there for me. They are there for me like a good neighbor, and bless my good neighbor’s heart…he always remembers to withdrawal from my checking account on the 3rd of every month. If I didn’t have to have insurance, there is a chance I might not pay for that service. I like the idea of being insured when something disastrous happens but my driving record has been spotless since I turned sixteen.
Other brands you have a relationship with because you want to-and if you must know-YES, I love the smell of Febreze. I don’t care that I have to pay extra for Febreze. I could go out and get some young looking Glade or hip and fancy Air Wick but Febreze and I have been together for a while now and honestly it’s been great. Febreze knows what I like. She was there for me after taco night. Oh, and when I left my soccer gear in my car on a 90 degree day, Febreze remembered.
A brand isn’t a promise. A brand is an opinion. All day there are opportunities for these brands to forge new relationships, a chance for brands to show their inherent greatness and begin a real relationship with a soulmate (that’s a devoted consumer for those who haven’t picked up on it yet).
These opportunities are missed because marketers swoop in with a focus that is too micro. It’s easy then to lose sight of the big picture. Soar at 30,000 feet a little longer, then you can start to see how a real relationship is built.
Great brand relationships aren’t born from consumer transactions. They are born from ongoing acts of kindness and love with your customer.
To be continued….