What distinguish two brands where one is successful and the other one is not? Brand passion.
Passion adds value to a brand and brands that are seen as passionate seems to have stronger relationships with their customers. Passionate users are also the best brand advocates. Company founders who can transform their passion into their brands are more likely to create successful brands. However, a strong brand passion is not enough. The passion needs to be channelled into brand strategies, marketing plans and actions. But a customer will be able to spot the difference between a true passion brand and one that is just successfully marketed.
Last year I did a survey among entrepreneurs from different countries where one of the purposes was to understand what are the key drivers for them to start their own company and build a brand. It turned out that passion and realizing dreams were the strongest drivers for the majority of entrepreneurs, independently of their background and experiences.
If we take a look at some big brands like Apple, Ben & Jerry, Starbucks, Virgin and some smaller ones like Patagonia, Six Senses and Jamie Oliver. What they all have in common are passionate founders.
The founder’s passion ranges from coffee and innovative technology to food and environment.
Those brands also have passionate brand advocates. This is the best recipe for genuine brand success.
Does your company have brand passion?
Image sources: Apple, Virgin, Starbucks, Ben & Jerry