What are brand lovers and why brands need them?

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Brands invest a lot of time and money to make their products and services known to society. However, efforts should not be focused solely on this line, since users who know the company should also be given a lot of attention , because loyal consumers are the ones who speak well of the brand and recommend its products.

Nowadays, users look for opinions and recommendations austria email list before the purchase process . That is why it is important to keep in mind the figure of these ambassadors, known internationally as brand lovers , in the inbound marketing strategy . They add value to the brand and are the key to improving its online reputation. But what exactly are brand lovers ?

The overexposure of these people on social platforms makes them vulnerable to possible image crises due to action or omission, and their track record must be studied before counting on them. If a person with a certain audience is prone to getting into trouble and generates animosity with a certain ease, it is not a good idea to mix your brand with them, unless it is part of a well-thought-out strategy.

In these cases, the risk is that an influencer will engage in questionable behavior that could taint your brand and lead to possible boycotts or damage to its image. Most influencers achieve this status through the creation of content, so you need to carefully evaluate your brand's fit in this public discourse and the coherence between their usual messages and what you want for your company.

Brand lovers are customers who always choose the same brand when buying a product . They feel emotionally connected to it and like to share everything related to it on their social networks. This figure cannot be confused with influencers . Although they perform similar tasks in the communication strategy, their connection with the brand is totally different.