This is the third of a six-part series on the psychological factors behind brand loyalty and how it affects purchasing habits. See Part 1 here.

Liking. Even before Facebook came around, getting consumers to like a brand was the first step to its success. Consumers are more likely to be loyal to a brand if they can make a personal connection with it. For example, when selecting models for an ad campaign, choose people the target consumer can relate to.

Dove did an excellent job connecting with their target audience in “Real Beauty Sketches,” a series of television spots showcasing “ordinary” women talking about their self-image (the campaign won Gold in Film at this year’s Cannes Lions). When a global study revealed that only 4% of women consider themselves to be beautiful, Dove devoted their campaign to challenging beauty stereotypes and invited women to join a discussion on beauty. Still going strong, the campaign has evolved into the Dove Movement for Self-Esteem, an effort to make beauty a source of confidence, not anxiety.

Another company making good use of the likability principle is British Airways. Their new campaign launched in Great Britain during a qualifying round for the 2013 Soccer World Cup (though viewership paled in comparison to BA’s previous campaign launchpad, the 2012 London Olympics).”Today. Tomorrow.” features the employees behind the scenes whose care and attention to detail are responsible for getting as many as 100,000 people in the air every day. Abigail Comber, Head of Marketing at British Airways, said they “proudly feature real people from around the airline.”  From adding the final stitches on the airline’s logo to garnishing a passenger’s in-flight meal, giving a face to British Airways helps their customers visualize, understand, and connect with a brand they feel they know on a personal level.

http://www.youtube.com/watch?v=X1M0pbxNUF8

Which brands do you identify with? Share your favorites with us in the Comments.