“Love” is a powerful phrase. Deciding when—or if—to profess it might really feel like taking part in a sport of emotional Russian roulette.

It’s a phrase with excessive stakes, and it alerts a powerful emotional response. Even once we use it considerably flippantly (I like that film … I like the way in which my butt seems in these denims … I like this chili recipe), it implies one thing vital: intimacy.

A brand new research from MBLM exhibits precisely how vital intimacy may be not simply in life, but in addition enterprise—particularly in emotionally fraught occasions. MBLM’s Model Intimacy COVID Replace, launched in late September as a followup to its 2020 research, reveals how 100 manufacturers throughout 10 industries have fared over the previous yr of the pandemic in creating (or sustaining) intimacy with their clients within the U.S.

And it offers some fascinating insights for entrepreneurs who wish to construct a model that individuals, nicely, love.

Model intimacy on the rise

MBLM discovered that model intimacy is up considerably throughout all industries for the reason that pandemic started, and that is smart. Since March 2020, we’ve develop into reliant on manufacturers at an entire new degree—turning to TV and flicks for consolation, automobiles for escape, on-line retailers for provides (and remedy), and practically all types of expertise for a hyperlink to the surface world.

We’ve all the time achieved these issues. Now we simply do them rather more.

The best way we work together with manufacturers today is, by nature, intimate. Nonetheless, some manufacturers are higher at creating that intimacy than others.

MBLM surveyed over 3,000 customers to know the energy of their reference to totally different manufacturers. Every model was then scored on a Model Intimacy Quotient, “a composite measure that displays the depth of the connection between customers and types in addition to the prevalence (utilization and emotional connection) with the model” that runs from 0-100.

The highest 4 most profitable industries listed in MBLM’s research, so as of rating, are Media & Leisure, Automotive, Retail, and Tech & Telecom.

Amongst Tech, Apple reigns supreme

Maybe predictably, the tech model that got here out on prime was Apple, which held its place from the unique research final yr.

Whereas the typical Model Intimacy Quotient throughout all industries was 38.3, the Tech & Telecom trade outperformed a mean of 45.6—fourth highest amongst all industries, and up 7 % from final yr.

Samsung and Google had been tied because the second-most beloved tech model, with a rating of 54.6. Samsung is definitely up 7 factors from 2020, which is the most important bounce for any model within the trade.

After which there’s Apple, with a Model Intimacy Quotient of 73.7. Now that’s love.

It’s unsurprising that Apple’s model intimacy is so excessive, contemplating the near-fanatic loyalty of its clients. Apple has among the best advertising and marketing on the market, and that held true in the course of the pandemic.

Coincidentally, when damaged down by gender, Apple can be the one of the manufacturers to seem within the prime 5 rating for each women and men.

How language generates intimacy

Getting again to the topic of affection, what makes these manufacturers so profitable at making us go gaga for them?

One massive issue: language.

As a part of MBLM’s research, the corporate analyzed language used on the web sites and social media accounts of 4 main tech manufacturers—Apple, Google, Samsung, and Microsoft. The outcomes present clear messaging methods for every model, unified by a typical theme: particularly addressing the issues their focused audiences skilled in 2021.

Talking (or, on this case, writing) to your target market’s issues is advertising and marketing 101. However within the pandemic, manufacturers need to not solely meet clients the place they’re of their lives and careers, but in addition in relation to international occasions.

In 2020, communications from these similar 4 main manufacturers revolved round phrases equivalent to “proceed,” “free,” and “quickly”—language geared toward comforting a buyer base residing by way of “unprecedented” occasions, crammed with uncertainty and monetary strain. Messaging promoted sentiments of hope, along with particular gives equivalent to free deliveries or discounted charges.

This yr, communications are nonetheless pandemic-oriented, however now the main target is on actively dealing with each continued and rising crises, combating misinformation, and getting individuals again to work. Fittingly, well-liked phrases from these manufacturers in 2021 embrace “misinformation/deceptive,” “work,” and, merely, “disaster.”

The takeaway right here is that it pays to dig deep along with your viewers. Intimacy—or, dare we are saying it, love—is likely one of the strongest predictors of loyalty we now have, be it with our companions or merchandise. And typically, the one option to obtain it’s to get emotional.