Make people SEE and REMEMBER the brand
Get people to UNDERSTAND and
WANT the brand
Change people's BEHAVIOR and
get them to CONVERT
Take care of people to CONVERT OFTEN and
ADVOCATE the brand
Consumerism somehow makes our buying decisions comes from all kinds of emotions in daily lives: you feel happy you buy food, you’re sad you buy clothes. If spending money many times per day, will users have time to care about brand affection/love?
I’m not into fast food but if I have to choose between Mc Donald and Burger King, I will choose Burger King. Since Burger King has their messages towards reality which is more related to me while Mc Donald only brings the feeling of idealism.
In fact, 75% of the buying experience is based on emotions, today's communication strategies revolve around a battle to win over users. When choosing between brands, whatever your choice is, you're obviously showing more interest in the brand you choose. We unconsciously choose the brand that tried to deliver a meaningful message and it lasts long in our memory.
Building brand love and loyalty is a long-term story. It’s the result of seamless efforts and might make the brand cost a lot of money. However, it does not mean that brands must have a big budget to start building brand love.
Users prefer the brand to behave like a person, full of emotions, interest and two-way communication. Understanding this core, any brand can begin to build brand love by "0$” changes:
Flirty content. Try changing the way you share your content, don't be too obsessed with each content leading to a mouse click or an order. Focus on a communication strategy that pleases you. We cannot build sympathy with anyone based only on "buy and sell".
Imagine a friend of yours - who regularly shares baby food formulas, the knowledge every parent needs - one day selling baby’s products. You will easily decide to buy from them because you already have had a certain trust and affection for the "enthusiasm" of this friend. You believe with a "brand personality" like that, your friend will bring you the best product that you do not need to spend more time verifying.
A lot of people succeed in selling with personal brands. Love does not cost a thing and cannot be bought with money alone. Sensitivity is a decisive factor.
First distance second spead. Nowadays, patience is rare when we want to be loved immediately, receive a delivery order right away, text a brand and want a response instantly. Obviously, all users are doing the same thing.
My experience in interactive management has shown that the key is always time and tone, a sense of excitement stimulates buying decisions a lot, responds rapidly, closes deals immediately, has immediate processing issues. .
The effect of pacing you can see through the "live stream" sales method. Users like the feeling of owning an item when a lot of people want it, but they also like to be welcomed, prefer their problems to be on top. Give them that feeling (whatever your approach).
Understanding interaction. There are so many brands that once users interact with CS it is difficult for them not to choose to buy an item on the list.
The girl in my team praised a perfume shop all the way from Hanoi that: CS is awesome, you can't help but buy! Besides buying, this girl also brought the store at least 3 more customers, and surprisingly everyone was crazy about how this store's sales. After getting to know why, I discovered that this store has been consulting with their love for the products and paying true attention to user needs.
It is more difficult to apply to a big brand with many customer service staffs, but the giving of specific principles, guidelines and perseverance with this principle will bring many unexpected changes.
Act like a star. A lot of people are looking, being sensitive to how we respond, the way we behave to show who we are, always keeping in mind the brand personality which we have tried to build.
Have you every watched a movied and admired a conversation or a problem-solving situation of the main character? The reaction can create a wave of love or hate.
Don’t ever put your personal feeling into the conversation with customers, we need to role-play, act smart and obey according to what our audiences will support us.
In such a thin line, users love you and then they don’t. At least, love can always be gained as long as we are patient, know how and always understand that we - the brands - always need love from the public.
Digital Content Manager
Translated by Hailey Do