People don't use brands, they relate to them.
People Don't Use Brands They Relate To Them
It was 1997, Apple was surprisingly not doing well at the time. From a technicals standpoint, if you were in the market for a computer, you wouldn't be choosing Apple. There's a reason they have become the cliche, because what they did next was undoubtedly one of the best marketing campaigns of all time.
Think Different.
With one slogan, they shifted their entire brand identity and what they stood for. People suddenly weren't choosing Apple because of the computers they made, but because they aligned with a similar belief system. They aligned with those who wanted to change the world, those who were outside the box thinkers, the rebels, the revolutionaries. When you chose Apple, you weren't choosing a computer, but rather an identity.
We Don’t Buy Products, We Reinforce Identity
We buy products because they express something that aligns with who we feel we are. We are answering internal questions. Does this reinforce how I want to be perceived? Does this make me look:
• smart
• creative
• disciplined
• successful
• different
• part of a certain group
Two products do the exact same thing, same functions, same purpose. So what's the psychological undertone forcing the decision? It's one product feels more like us. This is why a brand is not a product, it's the meaning wrapped around it. It's signaling what it stands for. People want to feel like they belong, like they are a part of something bigger then themselves. Brands are an opportunity to feel that.
So when you're building a brand it's never "Is it a good product?" Instead it's "How does this make someone feel when they choose it?"
The Brands That Win Feel Personal, Not Promotional
Shared Belief Is What Turns Customers Into Community
Tribes, culture, community. In the beginning, humans depended on tribes for survival. If you wanted to live, you had to be a part of a community where you played a role. You wouldn't be able to make it otherwise. So the idea of belonging to something is inherent to being human. Which is why it's so powerful when we can create a community inside a brand. This is a deeper layer that most founders miss. If we can allow people to see themselves within the brand, and align with it, a natural community and subculture forms. Momentum begins and propels you forward.
If They Don’t Recognize Themselves, They Won’t Choose You
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