Brand-bonding is the new brand-building.
Where ‘building’ is a one-way thing, something the brand does on its own and for its own sake, ‘bonding’ denotes a relationship that involves participation from both parties and for the good of both parties.
And no, don’t mistake bonding for bondage – that’s exactly what we do not want to do. It’s tempting to tie our customers as closely to our brand as possible, I know. Like telcos. Like where customers can’t break the ties to the brand no matter how hard they try.
Rather, continuously give customers a good reason or better yet, several good reasons to stay with the brand out of their heart’s content and bond with the brand over time. There’s nothing more important than to be human, and that goes for brands too.