Can a customer fall in love with a brand? Or how to seduce a customer

What has to happen for a strong bond to form between a customer and a brand? How much time does it take? How can it be done? Why can product personalization and sensory marketing help build consumer loyalty?

How love for a brand is born

Although it is not the same feeling as the one you have for another person, there are many brands that customers literally fall in love with. Fans of some global brands, apart from creating countless materials about the company (photos, films, social media posts) and setting up pages for other fans, are also ready to loyally defend the company against any criticism. Such adoration can have various causes – the quality of products or services, pleasant experiences connected with the purchasing process itself, or, for example, exclusivity or prestige, and sometimes simply the incredibly high price of a given company's products. People who identify with an exclusive brand sometimes simply want to feel better than others, and that is why they so willingly manifest their devotion.

Unfortunately, smaller brands that do not have a company with gigantic financial or technological capabilities behind them have a harder time. The advantage of gigantic brands is their global recognizability, which of course influences group identification with them.

“A customer's deep identification with a brand means belonging to a certain social group, usually with a large reach, which represents the values of a given population. Smaller companies undoubtedly have a harder time. Above all, they should, within a specific group of recipients, build the conviction about the high quality of their products or services. It is also important that they give customers a sense that they listen to their opinions and appreciate their participation in creating or modifying products. If they conduct an honest dialogue on the brand-consumer line, they have a chance to make customers fall in love with them, regardless of the size of the business.” – says Aleksandra Potrykus-Wincza, Country Manager Poland & Baltics.

Creating a close relationship with customers is certainly not easy; it requires commitment and patience. Above all, customers must have the sense that the brand gives 100% – both when it comes to the quality of the products and services offered, and when it comes to dialogue and cooperation with customers. This is a long-term process in which it is easy to make a mistake. Unfortunately, sometimes one mistake can undo long efforts. The key to success is knowing your customer – the brand should listen to them and appreciate their commitment.

Personalization

Personalization builds loyalty

On the Internet, the consumer has no direct contact with the product, so it is somewhat harder to build a bond with a brand sold exclusively online. In the e-commerce industry, personalization is currently an increasingly strong trend. Thanks to it, the consumer has the feeling of being treated exceptionally. Online customers also want to experience the best service and see that the brand understands their needs. Amid the flood of advertising messages and strong product competition, they want to see only those advertising messages that match their purchasing habits. Personalization is extremely helpful here. Store administrators, knowing their customers' needs and habits, are able to prepare an offer that will improve sales but will also build loyalty.

“Personalization is currently an indispensable tool for every e-store. These activities often involve complex algorithms. However, the development of online commerce is increasing demand for services related to personalization, which means that companies offering them have increasingly attractive prices. As a result, personalization is also becoming available to smaller entrepreneurs.” – says Aleksandra Potrykus-Wincza, Country Manager Poland & Baltics.

Sensory marketing also on the Internet

Sensory marketing also on the Internet

Sensory marketing is the future. According to generally available research, about 95 percent of thought and emotional processes take place in the subconscious. Purchasing decisions can be influenced by stimuli whose existence we are very often unaware of. Sensory marketing consists of activities that support the purchasing process by influencing the consumer's subconscious through stimuli received by the senses. Although sight is the primary sense, using, for example, hearing or smell increases the chances of sales success. The greatest winner will be the brand that uses a multisensory strategy, that is, communicates with its customers through all the senses.

“Traditional sensory marketing services are mainly used by brick-and-mortar stores, which, in addition to an aesthetic display of products, serve customers other stimuli – for example, suitably selected and pleasant music. Venues often also diffuse scents that make customers feel good in their interiors, are willing to spend more time in the store and buy more than they planned. As a result of the development of the e-commerce market, however, we are seeing increasingly frequent use of sensory marketing on the Internet.” – says Aleksandra Potrykus-Wincza, Country Manager Poland & Baltics.

“There are plenty of examples on the market of strong brands that are not backed by a standout product, as well as fantastic products around which it was not possible to create memorable brands. There is probably no clear answer to the question of what is more important in making customers fall in love with a brand. One thing is certain: if a company properly takes care of the quality of its products, conducts an active and honest dialogue with the consumer and skillfully improves the purchasing process, it has a high chance of winning the hearts of legions of loyal customers.” – she adds.

Concepts from the article

Social Media — Social media. Platforms that enable users to create, publish, comment on and share content and build communities. For a brand, they are an organic, advertising, service and analytical channel.

Why it matters: It combines reach, dialogue and sales in one place: the brand speaks, listens and responds where audiences spend their time. It is also a service channel and the first front in a crisis.

When it is used: Continuously: organic content, paid campaigns, handling inquiries, opinion monitoring and cooperation with creators.

What happens if it is omitted: Absence from social media hands the narrative to others: the brand is talked about anyway – only without its voice.

Summary

A strong customer-brand bond is based on quality, honest dialogue and a sense of uniqueness. Personalization in e-commerce allows smaller players to compete with global giants, and sensory marketing is moving online, engaging consumers' subconscious. As expert Aleksandra Potrykus-Wincza emphasizes, the key is listening to customers and appreciating their commitment – but even one mistake can undo years of effort. A brand that combines product quality with active communication has a chance to win loyal fans regardless of business size. It is interesting that as much as 95 percent of decision-making processes take place in the subconscious – which is why sensory stimuli can sometimes be more effective than rational arguments.