Why You Love Your Favorite Brands


Have you ever thought about what draws you to your favorite brands?

Why do you shop at one store over another? Why do you reach for one particular bottle of shampoo in a whole universe of different bottles?

It sounds weird to put it like this, but people can have actual relationships with brands. You can feel emotionally invested and legitimately care about a particular product, organization, or business. That’s because we all want to feel connected to something.

Here are a few reasons why you loved your favorite brands:


Most of us will buy a particular product again and again or come back to the same professional for their services on a regular basis, if they provide a unique, enjoyable experience. Most marketing campaigns have a targeted focus of selling the experience — not the product or service. That’s because we all want to do something meaningful and feel something emotional. You might shop at Target over Walmart because you simply enjoy the experience of doing so. And in most cases, you’ll even pay extra for a better experience.


The practice of branding is based on establishing trust between the product/service/organization and its audience. Because trust is the human quality that allows us to rely on one another. And if a business can project that same kind of reliability, its audience can potentially become invested in it — like a friend. Warranties, customer service, reliability, response time, solutions, timeliness, and simply making the customer/client/consumer feel like they’re a priority can help establish a trustworthy reputation. But most importantly, delivering on your promise again and again it’s the only way for your audience to truly trust you.


Most of us are attracted to particular brands because someone else was first. You might not realize it, but influence plays a major role in the way you interact with your favorite brands. Family tradition, celebrity endorsements, publicity, and word-of-mouth referrals can absolutely influence you to choose one brand over another. You might love Bluebell Ice Cream because you and your dad used to eat it together when you were little kid. You might shop at H&M because your favorite soccer player, David Beckham, was featured in an international ad campaign for the company years ago. And you might continuously return to the same hospital over and over again because you hear really good things about them on the news. Would you join others in support of a particular brand, you join the tribe. Influence is why so many of us love Apple products and Taylor Swift.


On the flipside of influence, some brands are attractive because they make us feel unique. it might be a smaller business or a lesser-known product that appeals to us because it’s a little off the beaten path — and therefore — more special. A lot of people treat bands that way. And yes, bands are brands. Some people like the artists no one else is listening to because it cuts them from the herd. It’s all about feeling like you have a stake in something. Because brands can shape our personality, and feeling like an individual is inherent to that principle.


Some things just come in to our lives at the right place at the right time. And suddenly, we need that thing we never knew we needed in the first place. You might go shoe shopping, try on a particular pair of shoes on a whim, and favor that brand of shoe for the rest of your life. Impulse buying can lead to brand loyalty, too. And that’s entirely based on how the mood is striking you at the point of purchase.


Sometimes you can’t explain why you’re loyal to a certain brand. It really is just love. You see the logo, or you walk into the building, or shake the person’s hand, and you just feel the spark. Maybe it’s the subconscious way you process the messaging or psychologically react to the aesthetics, but you feel something real. Brands have personalities just like people, so it’s no wonder we can fall in love with them without explanation. A brand can be a perfect match for you.

So tell us…who do you love?



Maintaining Your Brand in a Crisis


When trouble finds you, keep your brand safe. It’s all you’ve got.

There are endless possibilities in which a successful, reputable business can find itself in crisis, but one of the most harmful things that can befall a company is bad PR. And if you ever find yourself catching some bad publicity (from a slew of negative Yelp reviews to something much bigger and badder), you’ve got to step up and handle it. Here are a few tips for maintaining your brand in a crisis:

Have a Plan

Hopefully you’ll never need it, but developing a crisis management plan is a proactive practice for managing future problems. Here, you’ll outline roles and communication tactics for senior leaders and staff, from spokesperson delegation to policies for speaking with the media. The goal is to prepare your team so that no one reacts defensively and everyone is versed in the appropriate response techniques. Obviously, this should be created in tandem with message training — ensuring your people know how to speak with the voice of the brand, even in troubling times.

Be Transparent

Being transparent and open with media and consumers is key to keeping your head above water when the flood waters roll in. Your audience wants to trust you and they want you to feel like you can trust them, so let the public know that you’ve acknowledged the problem and you’re working to fix it. We all want to be spoken to like adults and when a company releases a sincere, accountable statement, we feel respected.

Use Social Media

Social media is the only form of media that requires engagement. We expect businesses to not only have a presence, but to also be active participants in the socialsphere. And after an incident, many of us will turn to a company’s Facebook or Twitter for answers. When those answers aren’t being addressed, all hell breaks loose. So the best thing for a company to do is get right out in front of the issue and start crafting thoughtful, honest status updates so people know you’re not ignoring the problem. Going dark is a bed decision and can usually lead to irreversible brand damage because it looks like you’re being cowardly or dishonest.

Maintaining your brand in a crisis is immeasurably important because your brand and the reputation you’ve worked so hard to uphold is pretty much all you’ve got.

Shameless Plug #1: We’re doing our first RUSSO-hosted webinar on Tuesday June 30, 2015 (one at 10AM and one at 4PM) and we want you to be there. It’s called Developing Digital Citizens and it’s about keeping your kids safe on social media and the web at-large.

Webinar Blog Button-01

Shameless Plug #2: Download our 7 Tips For Improving Your Website eBook and learn more about avoiding the pitfalls of weak websites.

RBS_Ebook 018 Banner-01