How to Use the 5 Love Languages to Your Advantage as a Brand

In a time when customers are constantly being marketed to, the real question is no longer, “How do we get people to notice us?” but rather,

“How do we get them to feel something for us?”

In a sea of content, discounts, and digital noise, emotional connection is the new marketing currency. And if brands want to build lasting loyalty, it’s not enough to run a great campaign, they need to build relationships.

One framework we’ve found incredibly useful ,  though unconventional — is inspired by relationship psychology: The 5 Love Languages. Originally coined by Dr. Gary Chapman to help couples connect, we’ve reimagined them as a smart, emotional toolkit for brands who want to win both attention and affection.

Because the best brands don’t just speak loudly, they speak in a language their customers understand.

Why All Five Matter

Every customer responds to value differently. Some crave recognition. Some want a reward. Some just want you to be helpful. And when your brand can deliver across all five emotional touchpoints? That’s where connection deepens and loyalty begins.

Here’s how to use each love language to your advantage in both acquisition and retention.

1. Words of Affirmation: Speak With Meaning, Not Just Marketing

This is more than witty copy. It’s the emotional tone of your brand. Customers who connect through affirmation want to be seen, appreciated, and acknowledged.

What this looks like in action:

• “Thank you” emails that don’t feel templated

• Public recognition of loyal customers or UGC

• Thoughtful copywriting that sounds human

• Responding to DMs and comments like you mean it

  
  

Brands that do this well: Duolingo, Spotify, Notion

People don’t forget how you made them feel especially when you make them feel heard.

2. Acts of Service: Solve Before You Sell

Sometimes the most loving thing a brand can do is simply… be useful.

Customers want you to solve their problem, quickly and gracefully. For them, usefulness is loyalty.

Brands that do this well: Apple Support, PiggyVest, Canva

Examples in action:

• Detailed how-to content, tutorials, or guides

• Proactive communication about issues (e.g. “Your order may arrive late — here’s a voucher”)

• Building easy-to-navigate platforms

• Offering onboarding or setup help after purchase

  
  

People remember the brand that helped them when they needed it,  not just the one that showed them ads.

3. Receiving Gifts: Surprise, Delight, and Add Value

The psychology of gifting taps into something universal — everyone loves a thoughtful surprise. Especially when it feels personalised, exclusive, or “just because.”

Examples in action:

• Birthday discounts or surprise loyalty rewards

• Free samples tucked into packaging

• Exclusive access to drops or sales

• Branded merch for loyal customers

  
  

Gift-giving creates reciprocity. Customers are more likely to re-engage when they feel like the brand gives back.

4. Quality Time: Be Present, Not Just Visible

Some customers don’t want a flashy campaign, they want your attention. They want to know you’re willing to show up and engage.

Brands that offer quality time don’t just push content, they create space for interaction, immersion, and presence.

Examples in action:

• Hosting live Q&As, AMAs, or real-time chats

• Creating intimate in-person activations or pop-ups

• Building community via closed

5. Physical Touch: Design for the Senses

Even in a digital world, the tactile experience still matters. It’s not just about what your product does, it’s about how it feels in your customer’s hand.

What does this mean:

• Memorable unboxing experiences

• Beautiful packaging, textures, or scents

• Branded merchandise with functional value

• Experiential events with sensory immersion

  
  

Brands that do this well: Lush, Apple, LVMH (and increasingly, Nigerian food & fashion startups) The most unforgettable moments are often the ones built around an experience.

You don’t have to guess your customer’s emotional preferences. You can design for all five love languages  and let your audience gravitate to what resonates most. Serve with empathy, speak with sincerity, reward with intention, spend time with your community and whenever possible, be tangible because while tactics may shift, one thing stays true: people remember how brands made them feel.