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Brand Intimacy, Why It Matters & How PRSONAS™ Can Help Achieve It!

Julia Corbin
2021-04-16 18:04:16

Brand is defined as a type of product manufactured by a particular company under a particular name. 

Intimacy is defined as close familiarity or friendship, closeness.


Brand intimacy according to Branding Strategy Insider is a “new paradigm that measures and leverages the emotional bonds between a person and a brand.” Wikipedia specifically says that "in order for a brand to succeed, it must appeal and connect with a customer’s emotions in a deep and meaningful way". Brand intimacy is studied in many industries including tech, retail, and financial services. We aren’t surprised that Apple consistently scores the highest on the brand intimacy scale of all brands followed by a few more not-so-surprising brands - Amazon, GoogleWalmart, and our favorite, Disney. Too bad we can’t all be one of those companies though we can still benefit from learning about the concept that has been studied and documented for over 25 years.

Why does brand intimacy matter? Well, the positive outcomes of establishing a brand relationship are:


  • Purchase intention - Of course! Customers will look to you first when they intend to purchase something. 
  • Purchase behavior - Yes! Customers will search for, engage and recognize you.
  • Word of mouth - My personal favorite! How many companies do you know that say word of mouth is their best form of advertising? Think about it, word of mouth instantly builds trust because it’s one friend to another sharing their personal information about your product. And because of that, it’s a much more targeted form of advertising. But most importantly can create a long-term purchasing relationship. 


This all leads to much higher customer retention. Retaining a customer is way cheaper than acquiring new customers. Not that we would turn any new ones away.


But how do we help you achieve it? The short answer is to incorporate a PRSONAS™ solution to represent your company, of course! The best and fastest way to build a relationship with your customers is to make a connection. It’s sort of like dating, in order to make that emotional connection you must communicate. Communication largely involves meaningful conversation, facial expressions, and gestures. We believe being innovative with HOW you communicate with your customers will FastPass (pun intended) you to establishing that relationship.


PRSONAS-VMS™ excels at engagement, conversational AI, and innovative interactions. They are capable of:


  • Using friendly, natural facial expressions and gestures
  • Engaging in meaningful conversations
  • Exceeding expectations
  • Delivering superior customer service


All while capturing the key insights, details, preferences, and behaviors of your customer/visitors for you to easily access and analyze at any time.


Yet you never lose that human-like emotional connection that solidifies your brand relationship. And if that isn’t enough, we take it ONE step further. Our PRSONAS™, who we affectionately call ‘Daphne’ is intentionally an animated character because animated characters versus life-like or ‘digital humans’ as they are called, form an instant connection with the user without creeping you out! They immediately draw you in and they carry a sense of nostalgia. Nostalgia is one of the six qualities found to be present in brand intimate relationships. Another feather our cap! Using an animated character increases the customer’s interest and is visually engaging. When your customers relate to, feel a connection, they are more likely to remember your brand, your product, your services. And finally, they are entertaining!


Just for kicks, let’s see if we can help you hit the mark with all six qualities consistently found to be present in brand intimate relationships:

Fulfillment – exceed the user’s expectations, deliver superior service



Identify – reflects an image that resonates with the user. You have to admit, she is sort of cute!




Enhancement – by helping the user feel more capable and connected. PRSONAS™ is a unique voice-first, self-service experience.



Ritual – becoming a part of the user’s daily existence. Maybe your visitors don’t come every day but they will love to see a familiar face when they return. 



Indulgence – being able to indulge the user through gratification and a little pampering. We may not be able to compete with Chick-fil-A (no surprise they are #1 in indulgence in the fast-food category) although PRSONAS™ are known to be quite charming!
Nostalgia – inspiring the user’s past, associations of comfort, and positive memories.




That pretty much says it. Yes, PRSONAS™ values its importance and can help you achieve brand intimacy. To learn more or schedule a demo.


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