It’s more important than ever to deal with others with authenticity, kindness, and yeah – love. Consumers are taking to Twitter, Yelp, blogs, social media and websites to get and share information on brands. Thinking about the power of the Internet and how fast information travels, a positive interaction with your brand can be amplified to a high degree. On the flip side, a negative interaction with your brand can have a detrimental effect. That’s why showing the love to your consumers should be part of your brand’s mission and your company’s DNA.

Here are some lessons from other brands that are letting their consumers know that they are loved (or un-loved):

1. Showing love for your most valuable consumers is good business.

Chopstick boxes at a local Japanese restaurants in Portland.

I recently saw these interesting boxes hanging on a wall at one of my favorite sushi restaurants in Portland, Oregon where I live. I thought it was an art installation, and asked the waitress about its significance. They were chopsticks boxes that held the utensils of their customers who dined with them frequently. I loved this idea. The restaurant’s love for their customers are hanging on the front wall of their restaurant. It’s a reminder to their regulars that they are appreciated and special, and it's a reminder to the staff that these are important people to take care of. Making your frequent shoppers feel special with a gesture that shows they are valued goes a long way. It feels good to get extra perks for being a loyal brand follower and it compels consumers to come back.

2. Brands who love their consumers get the love back.

The CEO of Zappos Tony Hsieh tells everyone in the company that their job is not to sell shoes - it is to deliver happiness. And Zappos does so by providing outstanding customer service. One of the most powerful customer service stories I’ve heard is about Zaz Lamarr, a Zappos customer who bought seven shoes for her ailing mother, only two of which fit. When she missed the deadline to return the shoes, she e-mailed customer service to let them know that her mother passed away and she’d send the shoes when she could. Zappos arranged to have UPS pick up the shoes and then had an arrangement of flowers sent to the family. Zaz shared this story about Zappos on her blog, and it received a lot of buzz from other bloggers and the media. When you love your customers, they love you back – and share it with the world (wide web).

3. Bad brand experiences are often caused by rigid corporate policies.

The Zappos story sharply contrasts with one my own experiences shopping at Forever 21. While my 13-year old niece was shopping there, I bought a $5 tank top without trying it on. Later when I got home I realized it was too small. When I went back to the store the next day, I tried to exchange the tank top for a larger size. Since I didn’t have my receipt, the manager could not exchange my shirt despite the fact that the tags were intact. After my own encounter with the manager and witnessing other customers argue with her, I walked away frustrated. I gave away the shirt and vowed never again to step into the store. The store manager was not empowered to advocate for her customers because of the brand’s rigid store policy, and this makes for bad business. Make sure you have policies and procedures in place to let your brand stewards address the needs of your customers reasonably and swiftly.

4. Consumers love Brands that think through the consumer’s entire brand experience.

The first time I took a Virgin Atlantic flight, I fell in love with the brand. Virgin Atlantic thought through every part of my transatlantic flight. They did everything they could to make it more delightful. On my seat was a bag full of goodies like earplugs and an eye mask – all smartly designed. It was stuff I actually wanted to keep. Instead of a boring safety announcement over the loud speaker – they played an entertaining cartoon video. Everything about the brand experience was top notch – the service was excellent, the snacks were yummy and the bathrooms were spotless. They thought about everything from a consumer’s perspective. Let’s face it – air travel isn’t that great, especially long haul trips. But I felt appreciated, and that made the trip enjoyable . Thinking through your consumer’s experience and delighting them along the way will help to you show your love for them.

When one of my clients is faced with a brand challenge, it’s often because they’ve lost sight of their consumers and are no longer connecting with them in a meaningful way. It’s important for brands to stop and listen to consumers. Those that don’t listen run the risk of becoming irrelevant in a consumer’s life. But those that pay attention to a consumer’s entire brand experience, and those that listen and take care of their most valuable consumers make brand advocates for life.

How much do you love your consumers?