Love or Friendship- Determing your Branding Strategy

[Karen Swim]

I read an interesting article on BrandChannel, "People Buy Brands Like They Make Friends." The article written by Nichiketa Choudhary explored the various relationships brands have with their customers. You can read the full article here.

Choudhary writes:

"Consumer-brand relationships are less about love and more about friendship.
Just like our friends, brands shape our experiences. They show up at work, at home, and everywhere in between. Brand thought leaders often use the language of love to describe the consumer-brand relationship; they compare the relationship to marriage, dating, an infatuation, and even a fling. Brands aspire to build a strong love with their customers. However, love can be very volatile and requires a great deal of commitment. Oftentimes, neither the brand nor the customer have this kind of commitment.

Instead, brands can use friendship as the lens to grow and develop relationships with customers. Friendships are emotional, reciprocal, and come in many forms. As people choose many different types of friends, they also choose many different brands. People have one great love story, if they’re lucky, but they will form several strong friendships."

The article makes key points about determining the role your brand will play in the life of your customers. While striving to create emotional connections with customers,it is equally important to consider the types of emotional connections you desire to create. What about you? Is your brand a companion or a friend?

[adam fiveson]

I do try and bring the funny when I can manage it.

Best,

Adam

[Karen Swim]

Adam, dear Adam, you make me laugh! I would gladly pass you around. :-) I may use your dazzling metaphor in a future post -is your brand like a midnight booty call? LOL! Oh gosh the imagery that comes to mind!

[adam fiveson]

Wow... great article as usual Karen, you provide us with awesome material.

What is my brand? Companion or friend.

My brand lately has been like a midnight bootie call... LOL. Great to use but not something you tell your friends about.

Oh if only I could get my customers to tell their friends about me I'd be having so much fun... I wouldn't mind being passed around and used like a kleenex.

Wow I have a way with metaphor... hee hee hee.