What message is on your candy hearts?
Your brand is your promise to your customers. It tells them what they can expect from you, your products and/or services, and defines what sets you apart from your competitors. To increase brand loyalty, business owners need to find creative ways not only to reach new customers, but unique ways to keep existing customers engaged. Messaging plays a big role in how customers relate to your brand. Your brand messaging should motivate, inspire, and even persuade customers to purchase, however with the influx of information thrown at consumers these days, keeping your message simple, genuine, and sincere will go a long way.
February brings Valentine’s Day, with thoughts of love and images of Cupid, hearts, and roses. It’s a time we let those we love know how we feel. Wikipedia tells us, “The day first became associated with romantic love within the circle of Geoffrey Chaucer in the 14th century, when the tradition of courtly love flourished. In 18th-century England, it evolved into an occasion in which lovers expressed their love for each other by presenting flowers, offering confectionery, and sending greeting cards (known as “valentines”).
In the 1860’s the New England Confectionery Company (NECCO) created the infamous Sweethearts, known as conversation hearts, with simple messages such as KISS ME, TRUE LOVE, and BE MINE. Times have evolved and so have NECCO’s messages. Some express true love, some anticipate new love, and some no love at all, like BE SOMEONE ELSES! They also reflect new technology with TWEET ME and TEXT ME, and some share inspirational messages such as GIRL POWER! and AWESOME.
NECCO used short and sweet messaging to engage with customers and create a product that has evolved over time. If we consider this a case study in branding, it prompts the question: What makes your brand unique and brings your customers back time after time? What is the message on your candy heart?