Marketers love buzzwords. And one of the biggest myths that refuses to die is this idea that consumers crave deep, meaningful “relationships” with brands. Entire keynote speeches, agency decks, and thought-leader posts are built on this shaky foundation.
Let’s set the record straight: most consumers don’t want to “have a relationship” with your brand. They want you to deliver what you promised, without wasting their time. That’s it.
The Myth of the Brand “Relationship”
Think about your own life. How many brands do you really want to engage with on a personal level? Are you itching to comment on laundry detergent posts, or sit down for a heart-to-heart with your bank’s app? Probably not.
When consumers say they “like” a brand, what they usually mean is:
- It works for me.
- It’s priced reasonably.
- It doesn’t make my life harder.
That’s not intimacy. That’s utility.
What Consumers Actually Want
Instead of chasing some romanticized notion of brand-consumer love, focus on what your audience really values:
- Convenience – Save them time, reduce friction, make life easier.
- Consistency – Deliver the same reliable experience every time.
- Clarity – Don’t overcomplicate the message. Tell them exactly what they’re getting.
- Trust – Not the lofty “purpose-driven” version, but the basic “you deliver on your promise” kind.
In short: be dependable, not clingy.
Other Lies “Experts” Will Sell You
The relationship myth isn’t the only one floating around. Here are a few more whoppers that sound good on stage but collapse in the real world:
- “Consumers want to join your brand community.” No, they don’t. They’ll join a community around their interests. If your brand happens to fit naturally there, great. Otherwise, stay out of the way.
- “People care about your brand purpose.” Some do—but only when it’s authentic and backed by real action. Slapping a mission statement on your packaging won’t make anyone loyal.
- “Engagement is everything.” Not if it doesn’t lead to sales. Vanity metrics are the candy of marketing—sweet but empty.
The Real Takeaway for Marketers
Your brand doesn’t need to be a “friend.” It needs to be a reliable solution. Consumers don’t wake up thinking about your product—they think about their own lives. The sooner you accept that, the better your marketing will get.
Stop listening to “experts” selling you fairy tales. Start listening to your customers, who—spoiler alert—want you to show up, deliver, and move on.
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