On many occasions we talk about how a reputation crisis can seriously damage the good image of the brand. However, in addition to detractors, the brands also have custodian angels, these are their most committed customers.
The study, conducted by the Kellogg School of Management at Northwestern University, shows how customers take sides with their favorite brands when a piece of news is published with negative aspects of it. Users react by activating their defensive instincts to such a grievance, in a way similar to what they feel when it comes to a member of their family, or a friend.
Customers feel a special connection with brands.
The brand is an intangible good, which goes beyond the product itself. We identify with the brand and think of it as part of ourselves. Faced with an attack against his good name, we are able to feel and act to defend it as if it were our own family. The study indicates that, faced with a controversial situation that can negatively affect the brand, users not only defend it, but would be willing to demand more of their services, in order to show their support.
Brands must work to reach that stage of connection with their customers, making a hole in their mind to reach their heart. To do this they must fight day by day to conquer their customers:
To have a personality of their own. The brand must have its own attributes that define it, with which users can be identified, And act accordingly. This way of acting can be perfectly displayed through social networks, in the type of information you share, as your comments, or in the causes with which you identify.
Be different. They have to stand out from the competition, leave the path traced and open their own way. Do not do the same thing as the others, or act as you are expected to do, depending on the sector that you dedicate. It rejects the conventions, seeks new options, raises other proposals.
Have details with your customers. Brands must show that customers really care about them, that they care about them and about their well-being. For this reason, they remember their birthday, offer them value-added services, such as free postage once a month, or include a detail with their delivery, which can be from a personalized thank-you letter to a lollipop to Sweeten the morning.
Encourage identity, corporatism. Strengthen your pride of belonging to the brand. They identify themselves by persecutors to the brand, and take sides in their decision, as may be the case of defenders of Apple or Android.
What else can brands do to get that unconditional loyalty from their customers? What cases do you know of users who defend their brand?