5 Steps to build Love in your brand

Is Love the Secret Ingredient Missing From Your Brand?

When you think of love in business, does it seem far-fetched or perfectly obvious? In today’s fast-paced world, building genuine connections with your team, clients, and even yourself can feel elusive. Yet, it is the very thing that can transform your brand from forgettable to iconic.

Let me introduce you to an unexpected source of inspiration on this topic: Anna Wintour. Yes, the legendary editor of Vogue whose portrayal as a tyrant in The Devil Wears Prada still echoes through pop culture. Having recently completed her MasterClass on "Creativity and Leadership," I can tell you that the person I got to know could not have been further from that icy caricature. Engaging, thoughtful, passionate—dare I say, loving—Anna demonstrated an ability to deeply connect with, and rely on, her team while maintaining a laser focus on customer relationships.

What struck me most about Anna was her passion for ensuring that her team and her brand delivered not just exceptional content but experiences that resonated deeply with readers and collaborators alike. It made me reflect on my own work and the importance of love as a guiding principle in business.

In Chapter 20 of my book, The Power of Love in Business: 12 Principles to Help You and Your Business Thrive, I explore "The Intersection of Love and Customer Relationships." Here, I break down how love can redefine customer loyalty, experience, and brand trust. Here are a few steps to implement this idea:

1. Listen with Empathy Create systems for meaningful customer feedback and engage with it. When every customer feels heard, responding with genuine solutions becomes second nature—and love thrives.

2. Personalize Every Interaction Show your customers they’re more than just a transaction. Personalization, driven by love, reflects their uniqueness and builds bonds that go far beyond a sale.

3. Build Emotional Connections Design marketing campaigns that resonate on a human level. Share stories that embody your brand’s love-driven values and evoke authentic feelings.

4. Offer Value Beyond the Transaction Make sure your customers feel like they’re getting more than they bargained for—whether through unexpected gestures of appreciation or proactive support. Love makes your brand memorable.

5. Create a Culture of Love in Customer Service Empathy and kindness should be woven into every interaction. Train your team to serve customers with the same dedication and respect they would offer a loved one.

Imagine if your brand could evoke that kind of connection—a deep-rooted, love-filled bond that doesn’t just inspire loyalty but genuine admiration. So, I ask: Is love coming through in your personal relationships, with your team, and with your clients? If not, it’s time to rethink how your brand shows up in the world.

I’m honored to have seen a glimpse of the real Anna Wintour—driven, connected, and incredibly human. It showed me that love in leadership and customer relationships isn’t just a nice-to-have; it’s a must-have. Admittedly, I also harbor a slight crush on Anna’s brilliance—but that’s a story for another day.

To learn how to build love into every aspect of your business and foster unforgettable relationships, check out my book, The Power of Love in Business: 12 Principles to Help You and Your Business Thrive. On Amazon https://www.amazon.com/dp/B0DM373QNB

Love isn’t soft—it’s the strongest foundation you can have. Let’s lead with it.

Owen Burns

[email protected]