Love brand — love & Branding
A deep feeling we have for brands that succeed in reaching our hearts.
Their story and expression are a declaration of love for what they do.
Today I would like to reflect on the concept of love brand, a state your brand could grow towards. We all know and use brands with whom we have a magnetic pull to their products, services and founders.
What makes us love a brand? Love is quite a big word if we look at Branding only with a commercial eye. Still, that pull and attraction towards a brand we resonate with exist. We have all experienced that. The result is a sale, a booking, a following, a fanbase, and becoming a part of the league.
Some brands speak about love, it is their niche (Meetic, Bumble). All those brands talk about our need for love, they bridge the gap by providing a space where you can maybe meet love. I did not want to take that angle for this letter.
I believe in the magnetic love of a brand. Thanks to the core beliefs and expression of the founders and team. The love brand is a journey to creating momentum and captivating your audience. Is there a formula for that? If yes, there would be love brands everywhere. Very few brands reach that status which allows them to overflow. We can look to pop culture and analyse what turns anonymous people into raging fans. Who are ready to stand for hours in a queue to see, buy, listen… have contact.
Love brands succeed in building a bubble for each person who resonates with them. They feel heard, seen, and understood. Also, maybe provided with a solution that improved a life situation.
It is intangible and a work of art.
💪 Love is a powerful feeling in Branding
- Create a Brand platform based on YOU (Anthony Bourbon embodies both love & hate feelings from the audience. I have met people who could not accept his way of building as an entrepreneur and others who think he is a genius. No matter what you think of him, you cannot be immune to his style and vision.
I have always been fascinated by the divisive aspect of certain brands and it becomes their beacon for growth and gathering. - The power couple is a multitude (Doshi Levien — embodies a branding entrusted in pursuit of beauty in love. You cannot comprehend the richness of their work through one lens. Their body of work makes the branding. That is art!). (Doshi Levien was my power couple spotlight on Your creative letter, you can read it there)
- Healthy foodie club — ZENB does magic at this. (Healthy vegetables and fruits have the best branding of all time within the hands of our evolution. The historical proof of their efficiency makes them a love brand. Each one of them has its iconic tagline*).
*one apple a day keeps the doctor away
💡 Branding spotlight: Gisou
A Brand you can fall in love with!
You may think: “oh, another beauty brand, another influencer that creates a miracle product’’. I had that first thought but changed my mind. It took me encounters with the Branding of Gisou to see through beyond the glitter. It is a glowing beauty brand founded by Negin Mirsalehi, who took a family tradition into a global movement. What Gisou has shared with the world is a renewed beauty routine elevating the sacred Honey. I am a honey user inside-out, thus, it resonates with my family’s beauty traditions.
What I find engaging is not only the story behind Gisou but also the set of values in the making of the family recipe. What we buy is a feeling we want to experience and that is also what Gisou provides. Like a club, you would like to enter and experience secret benefits. We, women, love that sisterhood trait. At first, I doubted they could offer support for my afro hair. Then I did my research and saw many women like me using Gisou with ease. I was in for the try!
Honey is universal, it applies to every culture.
What makes their branding so powerful?
- A name that is enigmatic and that matches the spotlight ingredient: honey.
- A family story passed down to generations. A beauty routine that echoes with any woman in the world, honey is universal after all.
- A visual identity which plays with the material: the dropping, the texture, the transparency, and the glow. Honey traits are elevated with a sophisticated yet accessible, feminine, foodie vibe. We do eat honey, right? That eatability is infused within the visual cinematography of Gisou.
- A personality + it girl status → Negin Mirsalehi is the force and storyteller of Gisou. She has within her hands the secret recipe everyone wants. Her glow is a statement of how beneficial honey is for the women of her family.
- As a consumer, knowing where the bees and honey come from is a green light. Gisou is transparent about sustainability and awareness of the process. For me, the nurturing of the ecosystem is a love brand act.
Beauty is in the eye of the beekeeper
This is an extract of the latest issue of Your Branding letter. I felt guided to share it here as well. To view the full letter you can subscribe here.
