Turn your brand
into a Lovebrand!
By Markward van der Mieden - LGND
Fotografie

Let’s be honest...

Today, it is more difficult for brands
to manipulate people.
With loud
online
and offlin
e media!

The current overkill of commercial
messages is met with increasing resistance.

In addition, people are increasingly
experiencing stress from choice dilemmas.
Which brand
or employer
suits me bes
t?

What to choose?!

It’s getting progressively difficult for
brands to stand out...

And to find and engage
customers and employees.
on a long-te
rm basis!

What people need are brands
with an inspiring story...
I.e. a Corpor
ate Story

That is so remarkable, authentic and
lovable...
That people want
to connect
themselves t
o it!

Organizations should create
true brand love!

Both outside and inside
the company!

In fact, research shows that
brand love results in:
1. A high degree of brand loyalty.
2. Positive ‘Word of Mouth’.
3. Resistance to negative information.
*Batra, Ahuvia & Bagozzi (2011)

In short, true brand love
increases your business success.
because of t
ruly engaged
customers an
d employees!

But how do you create
true brand love?

And how do you turn
your brand into a lovebrand?
An inspiring
brand that
people really
love!

3 tips for finding and engaging
customers and employees.
After all, em
ployees are y
most import our
ant capital
asset!

Stop manipulating!
Start inspiring!

Stop shouting down other brands,
claiming how you offer even:
1. More sustainable products.
2. Cheaper services.
3. Better customer care.

Ev en better!
(or sexier)
Ev en cheaper!

Start inspiring.
By communicating:
1. Why your organization exists.
2. What you believe in.
3. How you fulfil your brand promise.

“In everything we do,
we challenge the status quo.”

“I have a dream!”

People don’t buy what you do,
but why you do it.
Simon Sinek

Do not focus on your product or
service, but on your Corporate Story.

For example:
Ducati en Yamaha, two succesful
brands with fans all over the world.

Why does Ducati
exclusively sell motorbikes?

While Yamaha’s product range includes
musical instruments, golf clubs and electronics.

Because both brands focus on their
Corporate Story, instead of their products!
y that t ells what
the stor
ion beliefs and how
the organizat
it fulfils its promise.

Ducati’s story is about emotion; passion for
the race circuit and Italian design.

Yamaha’s story is about excellence;
enriching people’s lives with technology.

In other words: differentiate
through your unique identity.
Your Corpora
te Story!

Create long-term
emotional ties.

How do you stimulate your
customer’s 5 senses?

What does your product or service
feel, smell and sound like?
Does it look
good enough
to make you
r mouth wa
ter?

And what are you doing to stimulate the
sense of your employees?

What does the furniture in
your office feel and smell like?
And what’s
on
the lunch m
enu?

Build a community around your brand
and have fans build your lovebrand.
make yo ur heart
Does L EGO still
beat fa ster too?

Would you like a tool to turn
your brand into a Lovebrand?
And finding
and engagin
customers on g
a long-term
basis?

Start working with the
Lovebrand Model.
for creating
a strong
market posit
ion and stra
tegy.

#
The Lovebrand Model.
Designed by: Date:
Designed for:
Brand Promise. Target Groups. Channels.
Purpose. Core Values.
For whom do we create value? Through which channels do our target groups
What are the should’s and shouldn’ts that What is our single, clear, compelling message want to be reached?
Why do we exist? that states why we are different and worth Who are our most important ambassadors?
govern our company’s underlying decisions? How are we reaching them now?
What do we believe? loving and buying?
What are our three organizational values? Which channels are the most cost-effective?
What is our guiding star on the horizon? Examples:
What are our three customer values? (Potential) Employees How are our channels integrated?
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Examples Customer Values: Unions Channel phases:
Transparant Shareholders 1. Awareness
Save Investors How do we raise brand awareness?
Simple Suppliers 2. Interact
Governmental Organizations How do we interact with our target groups?
Examples Organizational Values: NGO’s 3. Attract
Eager to learn Press & Media How do we attract our target groups to connect with us?
Everyone an entrepreneur 4. Interest
Reliable How do we get interest from our target groups?
5. Inspire
How do we inspire our target groups to take action?
6. Engage
BHAG. Core Competence. How do we engage with our target groups?
7. Reward
How do we reward our target groups?
What is our Big Hairy Audacious Goal? Which competences are the basis for a
sustainable competitive advantage?
What is our 10-30 year lofty goal?
Does this goal challenge us to long term relation- Examples:
ships? Invention
Production
Problem Solving
Internal or External Logistics
Market Knowledge
Customer Service
Motivation
Co-creation
Networking
Sensuality. Intimacy.
Mystery.
with them?
What type of relationship does each target group expect us to maintain
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Who were the founders of our organization? How do we exceed people’s expectations?
Which sense (hearing, sight, touch, smell, taste) needs priority?
What were the purposes, goals and values of our founders? How do we invest in our (potential) ambassadors?
What were important milestones in our history? How do we build trust with our ambassadors?
Which anecdotes about our founder, people and brand should we share? How can people experience our brands?
Which questions do people have about us? How do we turn complaints into compliments?
Which stories do people tell about us?
Types of relationships:
(Dedicated) Personal Assistance
Automated Service
Self-Service
Communities
Co-creation
the
This work is created by Markward van der Mieden and licensed under
view a
Creative Commons Attribution-Share Alike 3.0 Unported License. To
Lovebrandmodel.com
/3.0/.
copy of this license, visit http://creativecommons.org/licenses/by-sa

The Lovebrand Model.
10 building blocks to help you:
1. Differentiate your brand through your identity.
2. Develop a constructive strategy.
3. Create an inspiring message worth spreading.

The Lovebrand Model helps you find
and engage customers and employees.
On a long-te
rm basis!

And helps you increase the
success of your business.
by transforming y
our customers
and employees into
ambassadors.

Just like my Lovebrand...

Start inspiring today.
Turn your brand into a Lovebrand!
A brand that peop
le want to
be identified with
.

Inspired? Visit LGND.nl/brandlove:
1. Download the Lovebrand Model for free.
2. Become a member of the Lovebrand Community.
3. Watch my videoblogs for more inspiration (in Dutch).

Or contact me for workshops
and presentations.
Twitter: @MvanderMieden
Email: Markward@LGND.nl
Web: LGND.nl/brandlove

Photo credits:
vebrand!
Slide 1, 2, 4 en 16 - DOYOUREADME?! Slide 30 en 34 - webbikeworld.com
Slide 7 - Ricky Adams
My lo
Slide 31 - carmagblog.co.za
Slide 9 - Rachel-Mcadams.net Slide 34 - yamaha.com
Slide 12 - bikewalls.com Slide 37 - http://multivu.prnewswire.com
Slide 13 - F1network.net Slide 39 - unilever.com
Slide 21 - Cheaptickets.nl Slide 41 - swedespeed.com
Slide 24 - geekbeat.tv Slide 48 - http://www.flickr.com/photos/spiral-static/
Slide 25 - ancientfaces.com
Slide 26 - thebodyshop.com