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...What if you could forge a stronger, more emotional tie with that customer? That’s where brand affinity comes in. When you achieve brand affinity, it means your customer has made an emotional connection with your brand. Think of Apple, for example. People wait in line hours for iPhones. Many Apple fans won’t buy any tech gadgets except Apple products. And they’re vocal about them, too. In this instance, consumers aren’t just passionate about a certain product — they’re aspiring to a lifestyle that they think a particular brand represents.
Another example? Alaska Airlines, which consistently rates highly with people who haven’t flown with them because of endorsements of those who do. Or FedEx, which used social media to tell the story of how they helped to transport turtle eggs after the BP oil spill in the Gulf of Mexico, something that forged a strong emotional connection between FedEx and consumers.
Building Brand Affinity
Building brand affinity with your consumers is certainly possible, but it’s important to realize that achieving it takes some strategy and planning and it’s not something that can be forced or manufactured....
Social media can be a valuable tool in trying to build brand affinity, by getting eyes on brand endorsements. Social media is less helpful when considering brand loyalty, because people are stringent in their conventions.