Brand Matters : Show Some Brand Love

Start thinking about your brand with your heart

When was the last time you talked about love in your company meetings? Or passion? Or charisma? Or devotion? Perhaps it’s time to add those topics to your next agenda; not because it’s Valentine’s month, but because it’s the right thing to do all year long. When I facilitate and participate in strategic intradepartmental branding meetings with my clients, these words are always part of our conversations.

I am not alone. Kevin Roberts, CEO of Saatchi & Saatchi, has written two branding books filled with words like these. He actually coined a new one, “Lovemarks,” to describe brands that go beyond the expected. Roberts writes, “Lovemarks are the brands, events and experiences that people love. Not just like or admire, but love—passionately.” If you haven’t already done so, I encourage you not only to read both his books, (“Lovemarks: The Future Beyond Brands” and “The Lovemarks Effect”), but to put into practice thinking with your heart about your brand.

Start at the Top
Brand love is an inside job, and it starts at the top. It should go without saying, but brand leaders must love what they do. If they aren’t passionate about their brands, products and/or services, they need to go elsewhere and follow their hearts to new vocations.

More than a decade ago, when I was a merchant at Current Inc., I was mentored by two bosses who loved what they did. They were passionate, dedicated, entrepreneurial professionals who inspired and challenged me each and every day. I feel that way now about many of my clients. They are born leaders in roles that are perfect fits for their strengths and gifts. Over the past 10 years, I’ve been honored to watch them lead large and small companies, nonprofits and charitable organizations with genuine charisma and passion.

I watch as their employees develop and grow under their servant leadership. These leaders have the utmost respect for their employees. It’s a win-win. The way employees are treated by their companies is indeed the way employees treat their customers. Think Southwest, think Zappos. These are just two of many examples of brand leaders who show radical love to their employees, who then naturally translate that love into superior customer service.