How to Use the 5 Love Languages to Your Advantage as a Brand
- comms138
- Jul 2
- 3 min read

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.
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