Brand love is that passion we hold for brands near and dear to our heart. We plan our trips for years (Disney), pay more for beautiful design (Apple) and cross the country for a burger (In-N-Out). It’s more than loyalty—it’s love.
We don’t usually associate love with consultants and advisors–when was the last time you heard someone wax poetic about their accountant? But it does exist: Seth Godin, for example. Yes, a little brand love can make your days happier, your selling easier and your bottom line fatter.
The “secret” is simple in concept, although devilish to execute:
Say no to any project that doesn’t stir your deep interest. The best love is mutual and you need to enter into it with excitement and purpose.
Assume your clients will be with you for life. Continually investing in your relationships creates ideal conditions for love to flourish.
Get comfortable with being direct AND empathetic. The advisor who can tell the truth with integrity and consideration is highly valued.
Why settle for a good project reference? Go for the love.