Just ad space for the Super Bowl this year cost five million bucks for 30 seconds. That doesn’t include agency fees, celebrity cameo fees, production costs, etc. for creating the content. All in, it’s nearly ten million bucks.

Why on earth would a company consider this investment? Well, last week’s game beamed into nearly 100 million U.S. households.

But, still, that’s a lot of money, right?

There are two reasons companies make the investment. They want to introduce something new, or entice you to fall in love with their company.

With Valentine’s Day still ringing in our ears, let’s discuss number two.

Here’s a simple way to recognize if you’re in love with a company – you worked an experience with the company into your daily life.

The company you’re thinking about right now did four “romantic” things to make you fall in love with it.

Romantic Gesture #1 – Great Products

You can’t fall in love with a company that has lousy products. No experience is worth that. Plus, the company you love has more than one good product. Multiple good products are how trust is built – and every good relationship is built on trust.

Romantic Gesture #2 – Emotional Connection

You connect with a company because of the way it makes you feel. Whatever vision you have of your best self, this company helps you get there.

Romantic Gesture #3 – Consistent Quality

No company gets it right 100% of the time. The companies we love make it right when they don’t get it right. Consistently.

Romantic Gesture #4 – Delightfulness

Any business can satisfy a customer. The companies we love go beyond satisfying. They delight us by doing something extra we never would have expected.

While I love many companies, one local company that embodies these traits is Tree City Coffee in Kent. I visit every morning for my double espresso, which comes at a fair price. The quality is at a consistently high level on my favorite drink and on every drink I try – even on the bagged lunch I occasionally get (the Stelvis sandwich is a winner!). I like reading the front pages of four different newspapers while I pass the time waiting for my drink.

If that description captured my entire experience, I’d be in love. But the experience got better one day.

When I walked in one cold January morning my double espresso was waiting for me. The barista said she saw me parking and whipped it up.

Now that’s delightful. That’s why I take clients and job candidates there now.

What brands are you in love with?