And Why You Can’t Afford Not To
Brand loyalty is great. It makes your members renew year after year and sign up for your annual events without fail. Brand loyalty means members choose to spend their valuable time and resources on your organization instead of a competing alternative—whether it’s another organization or simply staying home to run their businesses. You need brand loyalty. But you need brand attachment more.
According to emerging research, people can form emotional connections with brands the same way they do with people. Emotional brand attachment is the single most influential factor in driving sales—even more than overall satisfaction.
Why You Need Brand Attachment
Members with brand attachment not only come back year after year to attend your events, purchase your products, and renew membership dues. They become brand ambassadors who are highly likely to recommend your organization to others. Emotionally attached members promote your brand for you with invaluable third party credibility. They bring friends and teammates to your events and encourage colleagues to join your organization instead of competing alternatives. Investing in brand attachment has endless possibilities for ROI.
How Can You Build Brand Attachment?
Leading this exciting research is JoAnn Sciarrino, researcher and the Knight Chair in Digital Advertising and Marketing at the UNC School of Journalism and Mass Communication. Sciarrino suggests there are three key elements to brand attachment: affection, connection, and passion.
Here are three ways you can use these key elements to emotionally engage your membership:
1. Know your audience.
Find out what your members’ affections, connections, and passions are. What keeps them up at night? What problems are they solving? Which important causes matter to them? The more you know your membership on a deep, meaningful level, the more you can focus your marketing efforts to forge emotional connections.
2. Craft your story.
Once you know your audience, craft your story in a way that resonates with them. What does your organization offer that will solve audience problems? Who are the unique individuals they can expect to see at your events? How is your organization changing lives? Highlight specific members whenever possible. Be authentic, but always keep your audience in mind when crafting your story.
3. Raise awareness.
A great brand story isn’t worth much if nobody knows about it. Optimize your story for your website. Tailor content for social media platforms, marketing collateral, and direct mail promotions. Craft compelling videos. Gather vivid, illustrative images. Tell stories. Promote your events beforehand to drive attendance, and broadcast your successes afterwards to drive brand attachment.
Building brand loyalty by providing value to your membership is a great start. Take your organization to the next level by forging emotional connections that create lasting brand attachment.
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