People love brands for different reasons. Like the old saying goes, “Different strokes for different folks”. People have their reasons for preferring brands to others.
The biggest reason people love the brands they do, is because they are a reflection of something about them or something they aspire to. If your favorite brand were a person, it would be the one person you’d take everywhere and want to introduce to everybody you know.
Reasons such as great customer service and value for money constitute some of the justifications people decide to follow and be loyal to brands.
Above all the (lowest) standards for service people appreciate about brands, there is a reason that is rarely acknowledged as one of people love the brands they love.
It is this simple:
One of the biggest reasons people love these brands is that the brands their “brand-selves”. Not only do they love brands because they are themselves but also because they are boldly who they are.
When brands are bold about who they are, they give make it easier for people to decide whether they follow or not. If they do pledge their allegiance to your brand it is likely not a short-term thing.
When a brand is inconsistent with their identity so is affinity and loyalty to their brand.
In the same way you snub people who are one person today and another on a different day, your brand is snubbed if people have to keep guessing who you are. How often do you keep changing aspects of your identity as a brand?
It is important that brands evolve but that is what changes in your brand needs to be: an evolution. Too much rapid change too often can be upsetting to loyalists.
If your brand does need serious renovation do not take too long to do it. However, make sure you are clear about who you are. Declare it up front. Live it boldly and be consistent. How consistent and upfront are you in being you?
In the same way you love people who are themselves, let not your brand be pretentious.
Stop apologizing for who you are as a brand. Just be your “brand self”. Those who will not like you will look for one they like and those you will like you will really like you. They’ll love you.
Remember: not everyone will love you and the best you can do is be boldy your “brand-self” regardless…