She’s already fallen in love. Drawn to your charm, courage, and determination, she’s captivated most by your ability to stand hands above the rest. Never has she met anyone as bold and daring as you. You honor and respect her, giving her the freedom to be who she is.
He’s been in love since the first day you met, attracted to your strength and fun-loving spirit. You too give him the freedom to be himself—to feel independent, yet accepted and part of something bigger than himself. As Jack Nicholson’s character in As Good As It Gets says, you make him want to be a better man.
They are your Brand Lovers, dedicated consumers who have fallen madly in love with you. They go to great lengths to tell the world what they found. They’re not shy to tattoo Tux, the Linux mascot, onto their arms, or shave an imprint of the Apple icon on the back of their heads. You’ll find them at HOG rallies, year after year, celebrating in Harley Davidson’s mission “to ride and have fun.” You might also see them camping overnight by the new IKEA, hoping to be one of the first shoppers to christen the store’s grand opening. In their wedded bliss, Brand Lovers are enthusiastic to let others know that love exists. They know they’re part of something special, and they want to hold onto it for as long as they can.
But what happens when you stop making him or her feel special? You write her love notes, but you also give the same stock messages to every other person on your list. You know she loves you, but you want to keep playing the field—to see what else is out there. You convince yourself, I’m still young. I need to grow. Fearing being tied down, you admit you’re not ready to commit. She is attuned to your ambivalence, and becomes disillusioned. But the reality is she won’t wait around forever.
All too often, companies act like ambivalent partners with their customers. They may know their Brand Lovers are out there, but they do nothing to win them over. With eyes focused on expanding market share, they want to cast the widest possible net to bring in the maximum number of customers. Focusing on catering to everyone, they end up alienating their Brand Lovers—their best customers.
BJ Bueno aptly noted, “Businesses fail because they build brands no one hates, instead of cultivating brands some people love.” On the loyalty continuum, your Average Joe Brands are your run-of-the-mill companies that perpetually try to be all things to all people. Since their messages are often inconsistent and confusing, these brands become diluted in the eyes of their customers.
Cult Brands, at the far end of the continuum, stand in a class of their own. They are champions at cultivating meaningful relationships with their customers, honoring their Brand Lovers like no other. The old saying goes, “a bird in the hand is worth two in the bush.” Cult Brands know that the customers who love them are infinitely more valuable than anyone else, because it’s the Brand Lover who stands at the very heart of their business.
Make the love affair mutual. Commit to your Brand Lovers and treat them like royalty. Remember, they chose you out of hundreds of other eligible brands. Honor them by making them your priority. Make a commitment and make love requited.