Seth Godin talks about how people have to decide whether they're going to create a brand that people fall in love with, or one that's just less annoying. Personally, I'd plump for the former.
Brands that people can fall in love with are more resilient. People who are truly in love with a brand will buy more, more often and they'll forgive more easily when you make a mistake. People who are in love with a brand will remain more loyal and become more profitable customers.
Great brands that people can fall in love with are Ikea (annoying, but their loyal clients love them!), Virgin, and (of course!) printing.com. All of these brands have identities that are bigger than their logos. They have strong visual identities, but the brand also comes across in the 'voice' and the service that's on offer.
So how can you create a brand that people can fall in love with?
- Think carefully about what makes you unique and how that resonates with your target audience
- Create a compelling brand promise that you know you can deliver
- Create a strong visual identity that communicates your brand powerfully
- Make sure you deliver outstanding service
You can download your free 'Brand Profitably' article which will give you plenty of tips and insights into creating a brand people can fall in love with.