Creating a lovemark bound with your customers

A fundamental rule of lovemark is that customers own the brand. It is easy to surround consumers with your images and messages but it is tough to connect with their emotions

Here are 5 tips to get started

1. Forget what you think you know

Start by asking customers about their dreams, what they would do if they win a lottery.

2. Get Out of the Office

Try talking to people on their own territory not on yours. At their homes, at the stores they regularly shop. Give them the agenda and let them write the rules. There might be time for the factory tour once you get to know one another.

3. Don’t Keep Secrets

It is impossible to be invisible. A love mark relationship with consumers set the same demanding standards as a love affair. Lie and you die.

4. Share the Pressure, Suck up the pain

People love to be part of a success. They want to feel that they made the right choice. They want their love mark to be admired and emulated. When you are in pain, don’t share it with your consumers. Suck it up. That is your own side of the bargain

5. Live the Life

You can’t understand consumers if you don’t share their lives. That means shopping where they play. If you run a hotel, you need to sleep in every bed. If you sell cars, try letting go of the wheel and taking a few trip in the back seat where the kids live.