Food and drinks brands must be trustworthy and make customers feel good in order to be ‘loved’, according to new research into consumer loyalty.
The research, which was carried out by Energy PR, looked to identify what it takes to create a great brand of any type and what more is needed if it’s to be loved.
According to the marketing analysts, a brand’s ‘greatness’ is determined by its level of innovation and the key ingredients for greatness are trust and how a brand makes a consumer feel, two factors that food and drinks brands have complete control over. These out-perform even practical considerations such as customer support and value for money.
Even if a food brand achieves greatness, this is no guarantee that it will be loved, according to the Brand Love report. To be loved involves a greater level of intimacy; over half of the marketers used in the study suggest a loved brand is aligned directly to the customer’s values (55%), and it must be part of their life according to 42%.
“As our research shows, a consumer may tolerate a brand they love messing up, but they won’t tolerate it neglecting them in favour of new customers.”
Over a third (38%) went further, adding that such a brand needs to be closely tied with the customer’s identity. Food and drink retail brands that are already getting it right include Tesco and Asda, who were namechecked in the report’s top 10 most loved brands. Morrisons and Domino’s also received honourable mentions in the report, with articles devoted to their product quality, delivery/service records, emotional connection with consumers or commitment to making a difference.
When it comes to the most common mistakes brands make on the path to greatness and love, the report says these centre around neglecting the feelings of customers by focussing solely on new customers (58%), forgetting current customers (54%), being inconsistent with messaging (28%), failing to understand customers properly (28%) and not being authentic (27%).
Louise Findlay-Wilson, managing director of Energy PR, said: “A key take away from our research is that the best brands aren’t necessarily great innovators, but, if you read between the lines, they are all great communicators. Without communications you will struggle to demonstrate your values or become part of someone’s life and identity.
“Communications are an effective way to show customers you ‘get them’, you care and to make them feel good. And once the customer loves you, those communications are still crucial. As our research shows, a consumer may tolerate a brand they love messing up, but they won’t tolerate it neglecting them in favour of new customers. That’s a massive betrayal of that all-important trust. That’s why great communications remain key.”
