People like to throw around the world “loyalty” a lot when they are referring to consumer-brand relationships. Yes, brand loyalty is very important but it’s often seen as the gold standard when in reality we should all be aiming for brand affinity.
Brand affinity is the highest level of the consumer-brand relationship. It’s brand loyalty, but on a deeper level.
Brand affinity is built on an EMOTIONAL connection between the brand and the consumer. It’s based on the sharing of common values. It’s the ultimate connection. It’s driven by ADVOCACY, not just awareness. So, how do you go from brand awareness to loyalty, to affinity?⠀
Find your niche and target audience (make it specific!)
Be yourself! Show your personality, be authentic, and share your brand story. Humanizing your content naturally builds a deeper emotional connection. If you haven’t read Building a Story Brand by Donald Miller, it is a must-read!
Find a problem, and solve it better than anyone else in the market. Paint the picture of your audience’s life before your service or product, and how it improves after working with you.
Build credibility and authority through public relations, social proof, and word-of-mouth
Stay connected. Listen and engage with your audience constantly. Keep them in the loop and emerge them into the brand.
You will come out the other side with a stronger relationship with your audience, consistent leads, increased referrals and word of mouth, authority, and credibility, and revenue that you didn’t think was achievable.
Ready to work towards brand affinity? We’d love to work with you on your journey.