Let’s play a game. Imagine it’s Friday night. You’re craving pizza and some laughs—who do you reach out to? Maybe Dave, right? But if Dave’s not free, you’d call Suzanne. Or, it’s Tuesday, your boss’s critique left you stinging—who’s your go-to for a vent session? Maybe it’s Mum, but if she’s busy, there’s Suzanne again, ready to lend an ear.
Suzanne is our safety net, the one we know will always be there. She’s the reliable friend our brains turn to automatically, without thinking. And brands, when they’re successful, hold a similar place in our minds. But here’s the thing: it’s not their logos or ad slogans that earn our loyalty—it’s their ability to show up in the way we need, every time. This is what true brand equity looks like.
The Brain's Brand Relationships: Why It Matters for Conversions
Our brains are wired to categorize our relationships. We create mental tick-boxes—who’s best for pizza nights, who’s there when we’re down, and who makes the best party companion. The same principle applies to the brands we engage with. Every product, every ad, every interaction can either deepen this connection or, in a split second, push us away.
So, if we bring this idea into the world of brand marketing, the question becomes: how do you make your brand a Suzanne in people’s lives? Because the reality is that consumers aren’t friends with brands—they’re friends with the products, experiences, and values that those brands consistently deliver.
Imagine you’re scrolling, and you see an ad for Hugo Boss. Instantly, your mind decides: is this relevant to me? If it’s for Hugo Boss Orange—the line you trust and love—it’s a click, a mental “yes.” But if it’s for Hugo Boss Green, which you don’t associate with, you instantly disengage. There’s a split-second judgment happening that we rarely stop to think about, but it’s pivotal.
Every interaction creates micro-connections, a rapid “tick or don’t tick” that affects the brain’s relationship to your brand. This is the foundation of brand equity. And the closer you get to creating these instant positive ticks, the closer you are to a conversion. But that requires understanding and respecting the preferences, biases, and unique relationships that consumers have with your products.
The Real Power of Brand Equity: Why Loyalty Runs Deep
When we get it right, brand loyalty goes beyond functional choices—it becomes emotional. This is why the brands that genuinely understand their customers as individuals succeed. They respect the power of loyalty, treating each customer relationship as more than a transaction.
Let’s take this one step further: say Hugo Boss decides to change their Orange T-shirt designs. If they stop making those scoop necks, it disrupts your “friendship” with that product. You might give them a second or third chance, but if they keep letting you down, that connection dissolves. You may even start looking elsewhere.
This is where brands can get it wrong. Many focus on the quantity of impressions, hoping sheer volume will make an impact. But the truth is, consumers ignore billions of ads every day because brands are not targeting the right tick-boxes, the deeper connections that lead to lasting loyalty.
Becoming the Brand People Remember and Trust
Consumers today aren’t swayed by noise; they’re moved by genuine understanding. If you want your brand to be someone’s “Suzanne”—the friend they can count on—you need to meet them where they are, time and again. Just like a friend, your brand has to feel intuitive, familiar, and consistent.
Consider this: if your audience prefers a specific type of product or tone, tailoring every message to hit that sweet spot is crucial. Instead of throwing messages into the void, refine your marketing across every channel—Facebook ads, emails, website, product descriptions—to reflect what truly resonates with your customer base.
So, ask yourself: are you creating real connections, or are you just another option to be ticked off?
The Brain Worm: Where Do You Want Your Brand to Fit in Their Lives?
Every brand wants to be the go-to. But the ones that actually make it are the ones that respect and deepen each connection. How are you building this relationship? Are you enriching the loyalty you’ve earned, or are you risking it with dissonant messages and scattershot marketing?
The true measure of brand equity lies in how well you know and nurture these preferences. Because while anyone can sell a product, only a few can be Suzanne—the one they trust, the one they come back to, and the one they’d recommend to a friend.
