Developing a brand attachment

Added: 10/08/2005

Brand attachment is what you compete for. It is crucial not only to get your target customers make a purchase from you, but also to make them sympathize with your brand. People are often inclined to endow things with human characteristics and emotions. That is exactly what you want them to do. Make your brand more personal and you will get a chance to win your customers' life long loyalty and passion.

Brands are created to distinct products from their competitors and attach their customers to them by building up their loyalty. Product promotion cannot be a simple a dull process of making profit. In order to succeed, it has to affect both: the rational and emotional aspects of human nature. A product selling, based only on their natural benefits and qualities, is not possible any more. As a high competition level makes it to be so. Therefore, brands need something more to attract customers to their products. They have to develop a brand attachment. The brand attachment is a passion and emotional involvement of the consumers with the branded products. Then, touching the subject so deeply, there are some questions: what products can stir such deep emotions in people and how to stir them?

Let us try to answer those questions. The recent researches show that there are quite a few products able to form the brand attachment in the customers. It is not only cars, beer or jewelry. There is a very high level of the consumer brand attachment to banking services or to electronics. People can get emotional even about simple products such as groceries or packaged food.

It leads us up to the second question: how to evoke deep emotions and the brand attachment in the case of those products? Most people are inclined to ascribe to things some human traits. They humanize things. This is where our chance to make the brands more personal to them lies. By creating a brand personality you will be able to use this chance. People like to apply such human concepts as 'friendly', 'trustworthy' or 'honest' to brands and products. Thus, we have to help them and endow our brands with more personality. We can start building our customer-brand relationships both: in the emotional and in the rational realms.

Imagine for a moment that our brands are people. People generally like each other. Our strongest emotions are definitely wakened by other people. People possess certain characteristics and values that make us attached to them. Such inherent to people concepts as honesty, friendliness, confidence, care, etc, can also be ascribed to brands and make them more personalized for their customers. These very concepts and words people use and think about companies and brands. When they purchase some products or services, they want more than benefits or a good quality. They look for solutions, help, friendliness, sympathy or understanding. If our brands are able to claim and perform upon those concepts for our customers, we will be able to gain their passion, loyalty and emotions. After all, such things as passion or loyalty are very human. We have to understand that it is not only money we compete for. Most customers admit that the highest priority and shortage in their lives is not money. It is time and attention, which we actually compete for. Some customers can develop life long brand loyalty. What can be better than that!

The researches show that it is six times more expensive to attract new customers than to retain the ones you already have. Therefore, developing the brand attachment and creating a brand personality, you save yourself much funds and trouble.

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