create a cult-like community
I have made the mistake of solely looking at demographics such as age and gender more times than I would like to admit. By that I mean, assuming that when someone falls in a certain demographic, it will mean that they are a certain type of way. And yes, sometimes it makes sense. But when it comes to brand strategy, it’s best to stay very far away from assumptions such as ‘‘girls like pink’’ and ‘‘people over 40 don’t like loud music’’.
So, here’s what you’re gonna do… Take a nice cup of coffee, together with a croissant or something, and stop focusing on who they are and start focusing on who they want to become.
The things that are far more interesting to find out are your client’s biggest fears and wildest dreams. Why do they do what they do, and how do they get motivated to do it?
Create a cult-like community
Human beings are social creatures, wired to look for connection, belonging, and a sense of identity within a community. This is why we feel pressure to be part of something larger than ourselves. This can be a family, a group of friends, a professional organisation, or a cultural movement. The need to fit in and be accepted plays a big role in shaping decisions and actions. We are very likely to do things differently to be a part of something.
So, it should be your mission to create a community that people want to be a part of. A brand becomes inspiring when it creates a deep emotional tie with its customers - which later leads to loyalty and advocacy. By aligning with a brand’s values, people perceive themselves as part of a larger community, similar to social groups. This emotional connection has a big influence on the (purchasing) decisions.
How do you find your brand’s values?
Your brand’s values are basically the reason they exist. You should ask yourself what problem you are solving and why. On top of that, ask yourself why you wanted to fix that problem in the first place. Mix in a little identity which is found in asking ‘‘Why should a customer choose us over our competitors’’ and you’ll have your core values.
