Irrational Loyalty is the Goal of Branding

The world’s best brands bond in highly emotional and compelling ways with the customers who are most highly predictive of their success. Irrational Loyalty exists when customers are so dedicated to a certain brand that they wouldn't even consider using an alternative brand because they'd feel like they were cheating.

Exploring the notion of Irrational Loyalty among your brand's customers and audiences

Every brand has a heart and soul, and every time they do something right for customers, positive energy is deposited into their emotional bank account. If something bad were to happen, they would still remain loyal customers because of the emotional connections they've formed over time.

A great example of a product that inspires Irrational Loyalty is the Apple iPhone. An Irrationally Loyal customer is someone who has been a dedicated user for years. This person has owned every model since the beginning of iPhones despite knowing the device is notorious for overheating and having an extremely delicate screen. Even if they were presented with a more durable phone, just looking at it would make them feel like they were cheating on their beloved iPhone.

The concept of Irrational Loyalty embodies some key lessons about the importance of branding. Irrationally Loyal customers say things such as, “I love the whole experience,” or “I like how it makes me feel,” or “I like what that brand says about me.”

The best brands in the world are the ones that become part of the person who uses them.

Branding is more than a clever tagline and logo. Branding is about building strong emotional connections with customers. When businesses are able to connect with customers, the impact on growth and profitability is enormous.

Consider this: One of the most significant emotional connections humans experience is love. When people talk about the brands they're loyal to and the brands they engage with, they often use the word “love.” "I love Apple."

If your brand can't get customers to express themselves in this way, then we need to talk. Reach out below to get in touch with one of our experts to get you started on your path to Irrational Loyalty!