The brand is meaningful only when carrying value

Brand 29.05.2019 12:00

Along with the fast-paced development of the global world, the ethical side of marketing is also changing. Value means more to people, which means that they will make their purchasing decisions based on whether a brand aligns with their personal preferences. Brands that have grown in popularity in recent years are environmentally conscious ones. Also, brands that have the guts to show that they care about an equal and open society.

Emotions are number one

Whether how brand and purchase preferences are formed is to do (a lot) with psychology. We tend to think that we prefer a brand based on its price or sound quality. It is not the case though. We make our decisions based on our (social) identity and emotions. Psychology Today published some interesting results on that subject, have a read.  

Most entrepreneurs understand it. Even the physical stores show it, i.e., clothing retailers have uptempo music playing, and supermarkets have a beautifully designed flower and plant arrangement by the front entrance to create an image of freshness.

But, when it comes to branding in general, people tend to forget all of that and focus on the features of the product, quality, etc. Fact sheets like this leave consumers indifferent. The things is that purchasing decisions are made based on emotions. People like brands that speak to them, help them tackle their inner worries and problems. Also the brands that speak to our values and biggest secrets (the ones that only we know).  

Us, the people, are touched by brands that align with our desired or real identities.

Brand and identity

Consumer psychology says that humans identify and introduce themselves to others through their chosen brands. Environmentally conscious brands have a powerful and loud voice, also brands that represent a specific lifestyle or subculture. As mentioned earlier on, identity could be desirable, not an actual one.  

For example, the desired identity could mean to be rich, athletic, or someone who cares deeply about the environment. That image is created by brands that emphasize these values in their brand bible and marketing.

Brand communication often brings particular features into buyers attention, i.e., age, sexual orientation, social belonging, various skills, hobbies, etc. It all helps to mold preferences because people recognize (or they wish they’d be like those brands)  themselves in those brands.

What is interesting is how personal identity becomes social identity when one discovers that others prefer the same brands they do. Now, an abstract community is formed, and, those people are the proud members of it. They seem to share the same values and prefer the same products and services.    

Without a doubt, the brand world is exciting and more important than an average entrepreneur might think. In conclusion, the so-called soft values tend to stay in the background and facts, product descriptions, and vague mention of quality get the spotlight.

What is essential is to create and build a brand and everything surrounding it that speaks to your target group and makes them feel the right feelings. The result could be, based on what was said earlier, a brand that has become so important in the minds of the people that it forms a micro world where they feel safe and well.

If you wish a brand that really speaks to your target group, get in contact!

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