Brand intimacy is a new metric marketing leaders must pay attention to. Here’s how to know if consumers love your brand.
If you haven’t heard of brand intimacy, you will. The MBLM 2017 Brand Intimacy Report provides an important look at this emerging area of importance. Do consumers love you, feel connected to you, and feel comfortable with you? In essence, this measures whether individual consumers have relationships with brands and how strong those relationships are. Here are some areas to think about when assessing your own brand intimacy.
Category awareness: Awareness is the first frontier of intimacy. For example, what’s the first brand you think of when someone mentions computers, mobile phones, theme parks, or blue jeans? For the brands that dominate consumer mindshare, there’s a strong potential to move forward into a deeper relationship. If brand recall studies don’t show that your brand is top of mind, investing in the awareness and discovery phases of the buyer journey is an important next step.
Sentiment: Another element of brand intimacy is sentiment. Is the association with your brand positive or negative? Beyond the basic positive associations, how often are your customers using your products? A customer who loves your brand and frequently uses your products has a much stronger relationship overall than someone who simply has a positive association with your brand name or logo.
Competitive assessment: How does your brand perform versus the competition? Do buyers see you as irreplaceable or as easily replaced? When you hold a firm spot in the competitive lineup and customers come to you before the competition, that’s a strong indicator that an intimate and important bond has been forged with your consumers.
Recommendations: Would a consumer recommend you to friends or family? Are they likely to put their name behind your products, services, and delivery? Strong recommendations are an excellent indicator of intimacy and can suggest that a positive, trusting relationship will develop over the long term.
Understanding attributes and benefits: What attributes, features, and benefits do people associate with your brand? Whether you’re considered the most cost-efficient or to have the most feature-rich products, this positioning can be critical to retaining the loyalty of specific customers. Understand the attributes and benefits associated with your brand, and leverage that to build more powerful relationships with your customers.
Understanding the different dimensions of brand intimacy can help your brand strategically improve the various areas of your relationship management. From raising brand awareness to becoming a brand people recommend to loved ones, brand intimacy provides a useful framework for working toward becoming a beloved, trusted, and profitable brand.