Forza: The power of brand connection and emotional loyalty

I named my company Forza for several reasons, the most important being my deep pride in my Italian heritage. For those who may not know, "Forza" means "Force," a term many people use to describe me.

Last month, while traveling in Italy, we stopped at a service station. My eldest daughter excitedly ran up to me after spotting "FORZA CAMPIONI" on a Pringles packet. This was part of a promotion for UEFA Euro 2024, but to my daughter, it was a shout-out to my company, Forza. It was a truly proud moment for both of us, she saw the connection and felt an emotional bond with the brand. Sure, it might have been a Pringles promotion, but to her, it was her mum’s company name.

This experience highlights the importance of brand connection. Building a strong emotional link between a brand and its audience is crucial for marketing success and overall brand strength. 

Here are some reasons why:

1. Increased customer loyalty: When customers feel emotionally connected to a brand, they are more likely to become loyal, repeat customers. A study by the Harvard Business Review found that emotionally connected customers have a 306% higher lifetime value, stay with the brand for an average of 5.1 years, and recommend the brand at a much higher rate (71%) compared to the average customer (45%).

2. Higher spending: Emotionally connected customers spend more with brands they feel connected to, directly boosting revenue growth.

3. Improved word-of-mouth marketing: Customers who feel a strong connection with a brand are more likely to recommend it to others, acting as brand advocates. As I mentioned in a previous blog post, 5-Star Hotels: Lessons in Customer Experience (CX) for B2B Businesses,  customers who have had great experiences or feel a strong connection with a brand are more likely to recommend it, driving revenue growth and profitability. Simply put, know your customer and what drives them.

4. Greater forgiveness: Connected customers are more likely to forgive brand mistakes and remain loyal despite occasional issues.

5. Happy to pay more: Emotionally connected customers are often willing to pay premium prices for products and services from brands they feel aligned with.

6. Stand out from competitors: In crowded markets, emotional connection helps brands stand out and create a unique identity that resonates with target audiences.

How can your business create a stronger brand connection…

1. Know your audience: Understand their desires, needs, and motivations. Do you have buyer personas to tailor your messaging and connect more deeply?

2. Define Your Brand's Personality and Values: Clearly articulate what your brand stands for and its core values.

3. Be clear and consistent with your messaging: Use storytelling to make your messaging relatable and impactful. Consider visual messaging as well. Share your brand's personality and showcase your people—after all, people connect with people.

4. Create Meaningful Experiences: Go beyond transactions by providing memorable post-purchase experiences. This could include follow-up communications, opportunities for user-generated content, or community-building events that foster connection. How To Create Brand Experiences That Encourage An Emotional Connection And Word Of Mouth (forbes.com)

5. Encourage Customer Involvement: Involve customers through feedback, reviews and user-generated content. This not only humanises your brand but also builds a sense of community.

By implementing these steps, your business can create deeper emotional connections with your audience, leading to increased loyalty and advocacy. 

Are you looking to increase your B2B sales through better marketing? book a call.