What makes one move beyond merely preferring a brand to forming an emotional connection to it? It boils down to the brand’s values.

When companies prove they share the same principles as their customers, they can build relationships that move beyond brand loyalty and into brand affinity.

What brand affinity means for customers

People who believe that certain brands share their values tend to have an affinity toward them. In turn, businesses use this positive association to increase devotion to the brand and retain customers over the long term.

But don’t confuse brand affinity with brand loyalty.

Customer loyalty doesn’t always mean having a personal connection to the brand. They can buy a specific type of detergent not because they feel an emotional tie to the brand. These customers purchase it because they like that company’s products do an excellent job of getting stains out.

On the flip side, if a consumer had an affinity for this same detergent brand, they would have more affection for it. Maybe the detergent is the first one they bought after having their first child. They remember rocking their child to sleep, wrapped in a freshly cleaned blanket. This consumer knows that the detergent brand incorporates ethical practices in its supply chain and eco-friendly materials into its products.

All of these things are important to them and align with their values. Because of this, they have a personal connection to this brand. And this association will play a prominent role in them buying from this company in the future.

Brand affinity through word of mouth

A customer’s dedication to the brand makes it more likely for them to spend money on its products. And word of mouth is a significant factor in how consumers feel about the brand and how they promote it to others.

When someone with a strong affinity towards a brand presents it positively to another individual with an equally solid connection, that person is likelier to purchase even more of the product. They’re also less susceptible to switching to another brand because someone else says something negative about it.

As Scott Cook, co-founder of Intuit, pointed out,

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”

People place a higher value on the opinions of their family, friends, and peers regarding the products and services they use. This is why marketers place their messages on multiple channels to get the broadest reach.

It gives potential shoppers more exposure to the brand. Eventually, they’ll become customers and, hopefully, loyal to the brand’s products before finally forming an emotional association with them.

Creating authentic connections

You probably find yourself attracted to certain people whose personality pairs well with your own. The same can be said about the brands you choose to buy from. A brand’s personality contributes to why people feel an affinity for one company over another.

And like a conversation with a friend, when brands get feedback from—and listen to—their customers using surveys and interviews, they can understand why people prefer them over the competition. But more importantly, how the brand can heighten their experiences.

Now more than ever, businesses have to work harder to keep customers happy, especially as many of them have changed their buying habits since 2020. These consumers are steadily moving towards companies whose values align with their own, which is where authenticity comes in.

Authentic messaging and business practices help maintain positive connections to the brand. It’s about showing rather than telling for customers who want to buy from brands that present themselves as genuine. For companies to keep their customers, they have to show empathy, care, and consistency throughout their marketing.

Stronger connections built on values

Brand affinity is more than liking the way a company looks or sounds. It’s a form of self-expression. Businesses that build a genuine relationship with consumers can create a stronger link between themselves and how those very same customers choose to use the brand to represent themselves.

But to get there and create this vital connection, brands must be responsible for how customers perceive them. Building on brand affinity means listening to audiences and using what they hear to show their most authentic selves.