Think Your Customers Love You? Think Again.
Morgan Morrow
Freelance Marketer | Bold, Authentic Marketing | Social Media Specialist
Marketers love to say, “People want a relationship with brands.” But here’s the truth: They don’t.
Nobody wakes up thinking, “I can’t wait to emotionally connect with a toothpaste brand today.” They just want clean teeth.
Most brands overcomplicate marketing by trying to be relatable, fun, and engaging when customers just want a solution... fast, easy, and frictionless.
Think Your Customers Love You? Think Again.
Here’s a reality check:
?? You stop at Starbucks because it’s everywhere, not because it’s the best coffee you’ve ever had.
?? You use Microsoft Word because it’s standard, not because you’re emotionally attached to it.
?? You order from DoorDash because it’s easy, not because you feel loyal to the brand.
These brands aren’t winning because of emotional storytelling or viral marketing campaigns. They’re winning because they’re the default, the fastest, or the least painful option.
The Shift: From “Brand Love” to Brand Utility
Stop trying to make customers love your brand. Instead:
1?? Make Their Life Easier
The brands people stick with solve problems effortlessly. Uber, Spotify, and Amazon don’t ask for a relationship. They just remove friction.
2?? Be Where They Already Are
Customers won’t go out of their way to engage. Make choosing you the default by being fast, available, and easy to use.
3?? Get Out of Your Own Way
Most brands talk too much. Customers don’t need a backstory, they need to know why you matter to them.
Your Brand Doesn’t Need More “Engagement”
It needs trust, consistency, and ease.
Instead of asking, “How do we build relationships?” Start asking, “How do we make buying from us a no-brainer?”
That’s what wins.
Agree? Disagree? Let’s talk in the comments.
Independent Representative
1 周I have to say that this article was definitely a game changer. I think as marketing people or business people. We focus so hard on building relationship with our clients or with consumers because we just want them to feel their is a human element to the products they use everyday. While I have been old school in my methods and always try to build a relationship with those I work with or have the potential of working. I have discovered much like this article points out that no one ties a relationship to the brands and products they use. No one cares about the history of how you got started they only care about the solution to their need and/ or issue at that moment in time. It is definitely a game changer and sometimes I feel like it remove the human element of what used a make society so unique. To me everything just seems cold now. Great article and I will definitely be using this to restructure my strategy of how I do business. Thank you!