Winning customer hearts: The secret to building brand love

Back in February, our very own Emma Hodgkinson and Katie Beltrami hosted a masterclass on building brand love and how to win customer’s hearts and minds. In an ever-competitive marketplace, brand love isn’t just a buzzword, it’s a crucial differentiator that transforms businesses. Building an emotional connection with customers fosters loyalty, advocacy, and long-term commercial success. But how do brands achieve this? In this blog, we’ll recap the key strategies explored in the masterclass, providing you with great examples of brands that are doing it right, and some tips for locking in your customers for life. 

Why brand love matters 

Brand love goes beyond product preference – it’s about forming deep, emotional bonds with customers. While rational decision-making plays a role in purchasing habits, emotions heavily influence brand attachment. Coca-Cola, for example, isn’t just a soft drink; it represents joy, happiness, and cultural moments. Similarly, brands like Apple and Nike have embedded themselves into customers’ lifestyles and values. 

The commercial impact of brand love 

• Loyalty: Customers return to beloved brands, increasing repeat purchases. 

• Trial of new products: Strong brand affinity encourages customers to explore new offerings. 

• Recommendations: Brand advocates naturally promote products through word-of-mouth. 

• Longevity & lifetime value: Emotional connection increases customer retention, leading to higher profitability. – is this same as point 1/can we merge? 

Six key themes for building brand love 

1. They really get me: Understanding your customer 

A brand that deeply understands its audience can create meaningful connections. This means going beyond demographics and truly getting to grips with customers’ behaviours, aspirations and emotional needs. Who are they? What do they value? What are their challenges and motivations? A great example is KFC, which has successfully connected with a younger audience through humour and authenticity. Their 2018 supply chain crisis could have been disastrous, but their witty and transparent apology campaign turned a negative into a positive, reinforcing brand trust. Listening to feedback and engaging with audiences in real time can provide insights that shape branding and marketing strategies. 

2. My perfect match: Value alignment 

Customers today want to support businesses that share their views on sustainability, inclusivity and social responsibility. Customers are more likely to connect with brands that reflect their personal values and ethics. Value alignment isn’t just about having a mission statement – it’s about consistently demonstrating a brand’s principles through actions, messaging and business decisions. Just as in relationships, shared beliefs foster strong bonds. A standout example is Dove’s Real Beauty campaign, which challenged traditional beauty standards and celebrated real women. This initiative built trust and loyalty by aligning with the values of self-acceptance and authenticity. Similarly, Patagonia’s ‘Don’t Buy This Jacket’ campaign took a bold stance against overconsumption, appealing to eco-conscious consumers and deepening their brand connection. 

3. They’ve got a way with words: Storytelling 

Storytelling is a powerful tool for fostering emotional connections. People don’t just buy products, they buy into the stories and experiences that brands create.  John Lewis’ Christmas ads have mastered this by crafting narratives that tug at heartstrings.  By using narratives that resonate, brands can transform simple products into something people identify with on a deeper level. By evoking nostalgia, warmth and connection, they are strengthening customers’ emotional ties to the brand. 

4. We’re family now: Creating a community 

Customers want to feel part of something bigger than just a brand – they want a sense of belonging. Brands that successfully create communities create stronger emotional bonds and long-term loyalty. Glossier, for example, built its brand through a customer-first, community-driven approach, where real users influence product development and marketing. Similarly, Airbnb’s host and traveller community thrives on shared experiences and personal connections, reinforcing the brand’s mission of belonging. 

5. They make me feel special: Personalisation 

Tailoring experiences make customers feel valued, enhancing their emotional connection to a brand.  Customers appreciate brands that recognise their individuality. Spotify Wrapped is a perfect example of this as they create an annual, highly shareable moment based on users’ listening habits. This interactive, personalised experience keeps customers engaged and reinforces brand affinity. While Netflix’s recommendation algorithm personalises entertainment choices, making each user’s experience unique and engaging. 

6. They’re always on my mind: Being memorable 

Memorability is key to brand love. Brands that create distinctive experiences, visual identities, and cultural moments remain top-of-mind for customers. Whether through distinctive assets, tone of voice, or unforgettable campaigns, memorable brands can last through the ages.  McDonald's golden arches, Cadbury’s purple, and Heinz’s turquoise branding have become distinctive brand assets which are instantly recognisable. Meanwhile, Coca-Cola’s Christmas campaign has become synonymous with the holiday season, reinforcing strong emotional connections year after year. 

Tips for building brand love 

• Know your customer: Conduct continuous research, identify purchase barriers, and understand the full customer journey. 

• Know your brand: Define your purpose, vision, mission, and values to differentiate from competitors. 

• Evolve your brand identity: Ensure your branding reflects your audience’s expectations and your brand’s evolving personality. 

• Be consistent: Implement a long-term marketing strategy rather than short-term reactive campaigns. 

• Develop a rich creative platform: Craft a campaign framework that evolves over time – like Tesco’s long-running Food Love Stories. 

• Surprise & delight: Small, unexpected gestures or moments – like Superdrug’s VIP rewards or Cadbury’s drumming gorilla ad – keep customers engaged. 

• Create a little magic: The best brands cultivate a sense of excitement, nostalgia, or belonging that makes customers return time and time again. 

Brand love isn’t about chance; it’s about strategy and creativity working together. Understanding your audience, creating meaningful stories, and staying consistent will help transform customer relationships into something deeper than just transactions.  

Want expert insights into building brand love for your business? Reach out for a free 30-minute consultation and let’s craft something extraordinary together.