How to inspire fiercely loyal brand love

Have you ever wondered why some brands inspire a fiercely loyal following, while others fight tooth and nail to make a splash?

Let’s talk about brand love. Perfectly illustrated (pardon the pun) here.

“This person must really love tacos,” I thought as I examined the permanent homage. But what’s even more shocking is how much they must love Taco Bell.

This is an extreme case of brand love, but it’s not uncommon.

Most of us have brands we’re loyal to, brands we rally behind, and in some ways, brands we love. Have you ever thought about why you love certain brands and not others? How did these brands earn your affection?

Brands have power. According to the FastCompany article 25 Brands That Matter Now:

More than ever, companies have the power to connect deeply with people and bring about change. They can influence the direction of larger culture and make an impact on the way other businesses think and operate.

Brands like Tesla, Airbnb, Nike, Spotify, and fellow B Corp Patagonia made FastCompany’s top 25 list because they’re recognizable, have quality products/services, make a positive difference in the world, and lead their industries. Some drive disruption and whether we like it or not, they shape the future. So what do these inspiring, loyalty-inducing brands have in common? These five notable characteristics can make a brand more lovable and inspire a loyal cult of followers:

A clear purpose

Simon Sinek does a great Ted Talk about this. According to Simon, it’s not what we do, it’s why we do it. o create fierce brand loyalty and inspire others, our audience needs to identify with a purpose beyond making a profit. Communicate your purpose as often as possible. When you do, you can create an emotional connection and a brand that lasts.

Values

The values that shape how you live by your purpose matter more than your purpose. A Harvard Business Review study found that 64% of people have a relationship with a brand because of shared values. At Ramp we <3 our values:

Curiosity: We’re driven by wonder. We tackle challenges with a beginner’s mind, expert experience, and aspirations for a better world.

Imagination: We allow space for unbiased ideas to breathe and flourish.

Veracity: We believe in truth. We dig deep to discover brand stories that audiences can believe in.

Potential: We see beyond what exists to uncover new territory to bravely explore.

Responsibility: We do the right thing. We believe that diverse teams and equitable practices result in better work and a better world.

Bravery: We create with courage. We elevate strategic social impact and creative excellence in a world bound by the bottom line.

They aren’t just words to us. We live by them daily. When your brand lives by its values, it can attract the right employees, suppliers, and inspire love and loyalty from people who support what it stands for.

Whole Foods started as a small company with strong values. Today it’s one of the largest supermarket chains in the world.

Trust

We are loyal to brands we trust, but according to Edelman’s 2022 Trust Barometer, trust (or the lack of trust) is a big problem. That’s why, in today’s landscape of lies, fake news, and real-time information, building a brand people trust is more important than ever.

To create lasting relationships with your stakeholders, be transparent, authentic, and accountable in every aspect of your business. Because the truth always comes out eventually.

Lifestyle

We love brands that enhance our self-image and help us showcase our lifestyle. It’s why travellers feel at home with Airbnb, music lovers get down with Spotify, and fitness buffs sport Nike.

A brand authentically part of their audience’s lifestyle attracts a loyal fanbase of like-minded followers. Give your audience ways to show off their identity and express themselves through your brand.

Community

The need for community is basic — so basic that it falls verbatim on Maslow’s hierarchy of needs. Brands that satisfy this need earn our loyalty and eventually our love and the need for love and belonging.

Lululemon uses free yoga classes and running clubs to build community among its customers and, as a result, they are ultra-loyal to the brand. Even if you don’t have a brick and-mortar home base, you can still use social media or events to build community, engage audiences, and provide opportunities to belong to a group. And you’ll likely earn some brand love along the way.

Whether you’re building a new brand from scratch or trying to enhance one that already exists:

• Clarify your purpose

• Identify your values

• Be trustworthy

• Become part of your audience’s lifestyle

• Create a community for your followers.

You might not have people lining up to get your brand tattooed on their skin just yet, but with a creative strategy and a good communication plan, you can inspire a fiercely loyal love for your brand too.

Let’s talk about getting your brand the love it deserves.