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How to be an affinity brand? How to get them to love you?

Content

How to be an affinity brand? How to get them to love you?

Everybody wants to be loved; that’s why the like button is so popular. What if you could make your brand wake that up?

What will you find in this content?
What does the acronym TRUST stand for?
T (Truth) = Truth
R (Relevance) = Relevance
U (Unselfishness) = Altruism
S (Simplicity) = Simplicity
T (Timing) = Choose the right moment
How to be a brand with affinity on social networks?
Affinity brands are authentic.
Developing brand voice and personality is key.
Provide value through different types of content.
How is brand affinity measured?
There are people who as far as we know we like them, even without having interacted with them … What if you could make your brand look like this?

An affinity brand is one that strives to understand its customers so well that it goes beyond simply being a company offering products and services and becomes part of the identity of the customers. The brand affinity is the central theme of the book Likeonomics Rohit Bhargava.The basic concept of Likeonomics is trust, because without it as Rohit explains, being loved is impossible. TRUST (the English word for trust) serves as an acronym for the five essential qualities that build trust to be an affinity brand… which ultimately leads to being a differentiated and successful brand.Trust comes first, because without it, being loved is impossible.These are the foundations of trust that Rohit details in his book:
What does the acronym TRUST stand for ?T (Truth) = TruthRohit gives two campaigns as an example. The AVIS “We try harder” campaign, launched at the beginning of the 60s, when the brand was number 2, behind Hertz, and I was not shy about saying it, pointing out that for this reason they should prefer it, since the effort of becoming number 1 made the service better …The honesty of the campaign was unheard of in the “Madmen” era of advertising, but it effectively closed the gap and helped Avis prosper.
In 2009, Domino’s was accused of poor product quality and bad advertising on YouTube, posing a serious threat to the pizza company.The brand admitted the truth and focused on getting things right.In both cases, the truth was proactive and clearly presented. Truth (often referred to as “transparency”) is priority. Without it, the rest of the trust fundamentals don’t count for much.
R (Relevance) = RelevanceThis focuses on a deep understanding of customers, beyond statistics and metrics.

As Rohit states, “Relevance starts with understanding what customers care at any given time and why it matters to them.” It’s about having empathy. It is also about brands communicating their stories to engage with their customers, creating an emotional bond. But as Rohit warns, relevance “requires listening carefully, especially on social media, in order to understand and have something meaningful to say in the right context . “Dove’s campaigns have very well understood what women feel and their daily battle with self-esteem, which is why their videos have been a resounding success. Have you seen the stories of # MiBellezaMiDecisión ?U (Unselfishness) = AltruismIn the age of social media and when people share everything on platforms, the notion of altruism should resonate with General Manager Email Lists . The best and most effective way to use social media is by sharing useful content for customers. Only that is no longer enough. The Marketing of inspiration is necessary … if your content does not inspire no use .Rohit mentions a Shangri-La brand success story showing how even an ultra-premium hotel can make a difference by treating guests selflessly like family.Patagonia, Toms, Starbucks and Timberland enter the list of the most disinterested and therefore the most inspiring brands . Studies show that these brands have a consistent advantage to be more profitable and serve a purpose. Altruism also involves empathy – giving and offering value to customers without expecting anything in return. Become a more human brand .Do you remember the security cameras from Coca Cola?S (Simplicity) = SimplicityRohit identifies simplicity as an essential element of trust . By making brand promises, features, benefits, claims and benefits easier to understand, your ability to be trusted increases.Simplicity is part of the strategy of Google and Apple devices. Look at the design of their page.Affinity Marks – AppleAccording to Rohit, simplicity could be the ultimate competitive advantage, eliminating potential confusion and amplifying clarity. Remember the fun and creative demonstration of visual storytelling in the UPS campaign since 2007… sheer, blunt simplicity.T (Timing) = Choose the right momentChoosing the right time plays a strategic role in building trust in your brand. It is related to relevance.

General Manager Email List

Ideas presented at a bad time lack the necessary relevance for consumers who urgently need a solution. But as Rohit points out, “timing can be difficult.”Betting Email List can control many things when it comes to a brand, but timing is dictated by circumstances beyond their control. It is difficult for a brand to build trust if it does not listen and study the environment in order to find the perfect time for launches, events, campaigns, etc.If brands make social media users feel like the center of the universe, they can achieve it all. By listening they can learn about the feelings they provoke with potential clients using the tools available to listen. Twitter and other networks of immediate interaction can be your best friend and you can use them to talk to your customers in real time.Here are some things to do:Respond to comments, questions, answers, mentions and offer help and tips in real time.Develop conversations and build relationships Ask questions Encourage people to leave commentsRetweet when they mention the brand or share UGCGive your brand personality.Do your fans and followers know the people who work in your company?These are things an affinity brand never does:Do not chat on social media and do not respond
SpamFocus on the number of followers rather than the quality of your audienceToo many brand images, yelling instead of talking Post too much or not enough Try to sell all the timeDon’t you hate when a company doesn’t respond to your comment or question on social media? Regardless of whether you left positive or negative feedback, brands should respond quickly to all feedback. If a user posts something positive, don’t forget to say thank you. It’s not a good idea to delete negative comments or ignore them. Any negative comments are great feedback for your company and product and a way to make things better.

Ihop recently responded to a tweet we made criticizing one of its branches; By doing so, he ensured that we continued to go to his restaurants.How to achieve trust in social network See it this way. You like someone a lot, too much but they never answer your messages on Messenger, they ignore you on WhatsApp, they don’t answer your calls. That makes you not like it so much, right? The same happens in social networks when brands do not answer questions, criticisms and comments.How to be a brand with affinity on social networks?People need to know who a brand really is, what it stands for… so they know they can trust it. That is why it is important to think about what brands say on social media and do what they promise to do. If a brand is not credible, it cannot be pleasant. Keeping promises is one way to get there.How to make them love your brandAffinity brands are authentic.If you want to build meaningful relationships, you have to be authentic. Social media offers brands the opportunity to show their target audience who they are, not just what they sell.Developing brand voice and personality is key.
It is important to forget the use of technical words and direct sales; talk to social media users in a friendly way; ask questions of potential customers; Be timely in your responses and keep the conversation going.Provide value through different types of content.It is not enough to have a blog. Not even having a presence on social media. You need content in different formats, content that potential customers like. The use of visual content is essential. But it is not enough to use stock images that everyone uses to get the attention of your audience.For brands with affinity, promoting their products and selling is not the only thing that matters to them.These are some characteristics of brands with affinity:HonestyThey keep their promises and are reliableAuthenticPositive, and with an optimistic toneWith a sense of humorThey are not too serious, they laugh and make people laughThey ask questions, listen and try to understand the answersThey can be vulnerable, they admit their mistakes, they know how to apologizeTreat people with respectThey add value.How is brand affinity measured?Affinity is not easy to measure. But measuring brand mentions, conversation sentiment, newsletter subscriptions, and the Net Promoter Score ( NPS ) give an idea of ​​whether or not a brand is likeable.Here are some of the actions people take with brands with affinity:
They talk about them
They follow them on social media
Recommend them to their friends and family
They buy the products
They subscribe to the newsletter
They read his blog
They generate content for the brand.
Brand love goes beyond the concept of brand affinity. It can be suggested that affinity is a precursor to brand love. This is evident in many interpersonal relationships, where two people go through a process from liking (eg, attraction) to loving (eg, more affection, attachment, and passion) [Sternberg, 1986].
What brands do you have an affinity with on social media? Tell us, we love to hear from you.

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