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In an age where data-enabled digital marketing has become a science, one would think consumer understanding it would be measurable and predictable.
But it is not that simple.
Take the music industry for example. From iPod to Spotify, the 21st industrystr– The story of the century was digitization. Today, almost every song ever made is available online for free. But in the 2010s, an analog zombie rose from the grave: vinyl.
In 2023, vinyl records outsell CDs for the first time since 1997 and sold 1.2 billion dollars worth of copies nationwide. This transformation surprised industry leaders. United Records had to scramble to renew their production lines to meet customer demands and most of the machines they are using are 50-60 years old.
The resurgence of vinyl is an excellent consumer case study unpredictability.
One way or another, consumers always surprise us. Of course, only a small percentage of people want the deep authentic sound of vinyl. Other consumers like to save at stores like Poshmark and Depop in an age of fast fashion. Chew on these Magic Spoon cereals, despite the health concerns that are causing the cereal to decline in popularity.
These customers are the most valuable to capture because they go against the grain. If they were like everyone else, they would simply be looking for the best product for the lowest price. But because of theirs purchase decisions are connected to their identity, they are willing to spend more and spend on all of your brand's offerings.
Informed by the research of Brynna Mann, Managing Director of Strategic Growth and Innovation at Cherry Bekaert, this article will walk through the most essential steps in building an identity-driven brand. We'll explore the importance of aspiration, authenticity, anticipating needs and the ultimate secret to creating an irresistible brand at the end of the article.
Related: A loyal brand attracts loyal people
Part 1: Dolls and motorcycles, models for aspiration
What do American Girl and Harley-Davidson have in common?
At first, it may seem like nothing. American Girl makes for smart little girls, while Harley-Davidson builds motorcycles for tough men. But that's exactly what they have in common: their consciously defined target demographic.
Without a defined identity, it is impossible to become a lifestyle brand. This identity must seek to connect a group that has never been connected before. It should be aspirational but achievable. It should embody an entire personality that consumers can relate to and therefore want to subscribe to. It needs to create a “club” that consumers desperately want to be a part of. And once they're in, they're alive.
American Girl Aspiration brand identity is empowerment. Their website promises that they can help “every girl find inspiration to be her best, to grow a strong mind and spirit.” Through their dolls, books and online games, American Girl cultivates a cast of characters who encourage girls to grow into confident young women who have the freedom to joyfully discover themselves.
This strong brand identity has attracted generations of young people to the American Girl's brand. Today, mothers are passing on the dolls they grew up with to their daughters. Families make pilgrimages to a small number of experience and dive shops scattered around the country. There, they pay for new hairstyles and mini pastries for their dolls.
Harley-Davidson's aspirational brand identity also empowers. It's about freedom and rebellion. At the same time, the brand promotes a sense of brotherhood among owners. By purchasing one of their motorcycles, you join a group of outsiders who appreciate the timeless virtues of fine craftsmanship and rugged individuality.
The strength of Harley-Davidson's identity has also attracted a multigenerational customer base. Today, the brand is so valuable that it generates income without being on the bike. 5% of the company's revenue comes from licensing its logo for everything from Christmas ornaments to video games. There are Harley-Davidson owners clubs all over the world, and people travel to Milwaukee just to visit their factory at their headquarters.
Related: A face behind the brand: How to humanize your business for maximum growth
Part 2: Authentic ice cream
Of course, you can't snap your fingers and create a brand identity that's as magnetic as American Girl or Harley-Davidson. Strong brands are the product of an arduous journey of trial and error, and the first critical step in that journey is authenticity.
Cultivating authenticity may seem paradoxical. After all, the fastest way to look inauthentic is to try false authenticity. Admittedly, many brands have fallen into this trap. They imitate a social trend that everyone thinks is funny or post a weird statement about a social issue that everyone is outraged about. Why do these gestures often seem out of touch? Because they are trying to appeal to everyone.
The first step in building authenticity is admitting that you won't please everyone. In fact, you don't want to please everyone. Remember, you want to target consumers in your area who they want to go against the grain.
What would American Girl be if she made dolls for everyone? What would Harley-Davidson be like if it sold itself as a generic motorcycle brand? For one thing, they wouldn't be the kinds of brands that people get on a plane to be more in touch with.
Ben and Jerry's is a great example of a brand that isn't afraid to be itself. Throughout its existence, Ben and Jerry's has championed issues that its leadership holds dear. On topics ranging from racial justice to same-sex marriage, for more than 40 years, they have not been shy about saying what they think is right.
Discussing controversial topics may seem disastrous, but it has strengthened Ben and Jerry's identity. When Unilever bought the brand in 2000, it encouraged them to continue to make social advocacy part of their brand identity because they understood it to be a cornerstone of their brand. Some people might not like it, but they can't deny that it's Ben and Jerry's.
Related: How do you build brand loyalty?
Part 3: Turning Newcomers into Fanatics
Building a brand for a smaller audience can seem counterintuitive. Aren't you turning away potential customers? In some cases, maybe you are. However, you also encourage customers who receive your brand to spend more.
Importance in every part of the customer journey is the foundation of a lifestyle brand that ties everything together. A brand that can give its tribe what it wants before it needs it is a brand that will be cashed in by legions of loyal consumers. This means being aware of what you attract retain customers and always being ready to innovate to meet the special needs of your target group.
Nespresso is a great example of a product brand that fits into someone's life. For a Nespresso lover, the day hasn't started until they've popped a cap into their machine. But to be a true Nespresso loyal consumer, you need to invest in their infrastructure, a machine and a bunch of pods. This is a tough sell for someone who hasn't tasted it before.
That's why Nespresso has a plan to lure new customers. At Nespresso shops, which are locations in city centers and shopping malls, people passing by can stop and have a sip. If they like it, they will go to the Nespresso website and see that they offer gift cards for first and second coffee orders, which drives a new customer to buy.
Before long, the Nespresso neophyte bought two different machines. Nespresso keeps these loyal customers by releasing interesting new flavors.
Even if your brand has a strong lifestyle proposition, people will never be able to incorporate it into their lives without a plan for capturing new customers. The Nespresso model demonstrates an effective way to attract and retain your customer base.
Every industry has a set of consumers that a strong lifestyle brand can connect with. But because each group is heterogeneous, there is no one-size-fits-all solution. The insights from this article will light your way to becoming a lifestyle brand, but there's no easy way to get there.
Now is your chance to decide and discover the ultimate secret: the unique identity YOUR the brand brings to the world.