Posted on January 18, 2019
Building a relationship with the consumer is key to your brand’s success. You must be aware of the relationship stages a consumer and brand must go through to build a solid foundation over time. To evolve, your brand must create a positive experience for the consumer. Here are the five stages of a consumer-brand relationship:
Stage 1: Attraction
This is the first stage of the relationship. The consumer recognizes that your brand is visually appealing. Everything is consistent across all platforms and it shows that your brand is serious about their appearance. Your identity stands out from your competitors and the consumer only have eyes for you. The consumer overlook your brand’s flaws and only focus on what looks pleasing. The consumer starts to see that there are other qualities in your brand and starts to develop feelings.
Stage 2: Intimacy
If the consumer decides to take things to the next level, you have entered the intimacy stage. Your brand must respect the fact that the consumer has boundaries around intimacy. By nurturing the consumer over time, your brand will show its loyalty and affection. You have come to realize that the bond the consumer has with your brand is deeper than visual attraction. As the relationship goes on the consumer can feel a little bored at times if your brand is not staying current on the latest trends. So, you must refresh your brand’s message over time to keep the spark alive.
Stage 3: Understanding
Through trial and error, you will learn what the consumer likes or dislikes about your brand. Building a strong bond is crucial to your brand’s success. If that bond is broken your brand will be left with negative feedback that can harm the next relationship. If your brand is satisfying the consumer but want to expand to new markets then the consumer will leave your brand behind. Your brand must have a thorough understanding of the consumer. Without a solid strategy, you will mostly likely not past this stage.
Stage 4: Stability
If the consumer and your brand can navigate through the weaknesses and strengthen them, then they start to settle down. Putting the consumer first is essential to your brand’s growth. This relationship is built on trust, security, and consistency. It’s not about the amount of money you spend to get the consumer but the effort you put into the relationship that creates brand equity. The more your brand provide solutions to the consumer needs, the more stable the relationship will be.
Stage 5: Commitment
Now that the consumer has history with your brand and can work through your differences, you have made it to the final stage. Two-way communication is very important to have a long-lasting relationship. You must treat the consumer as if their opinion matters. The consumer is committed to your brand so there is no need to step outside the relationship and have an affair with your competitor. Your brand has done everything in its power to keep the consumer happy.
These relationship stages can prepare your brand and the consumer for their future.
If you need help building your consumer-brand relationship, contact us to get started!