By associating with certain brands, consumers curate their own self-image and assimilate the brand's showcased qualities. These subliminal qualities hold even more power than their explicit messaging.
During my latest TED Talk binge, I came across Dan Lok’s talk about the powerful influence of self-image. It came to a climax with the following words:
"The strongest need in human personality is the need to remain consistent with how we perceive ourselves."
This statement aligned with a passing thought I had on the tube one morning after seeing Royal Museums Greenwich’s ad that featured the faux-inspiring copy: “Don’t be a tourist, be an explorer!” I thought, of course everyone would rather identify with being an adventurous explorer rather than one of many tourists in London.
The reason why this kind of messaging works is because it tugs at our core: who we are proud to be and who we want to become. I’d love to do things that strengthen my self-image of being an explorer—so I’d be tempted to associate myself with the brand that claims to give me that validation. (Also, my self-perception of being a Londoner makes me viscerally reject touristy things. Explorer is more like it!)
This is true for most brand associations. I’ll buy a Wholefoods lunch rather than a Tesco Meal Deal because I am so health conscious, I’ll get a designer bag rather than a H&M one because my style is so current and tasteful, I’ll have an artisan coffee rather than Starbucks because I am so knowledgeable about great coffee. You get the gist.
The brands we associate with aid us in the careful construction of our identity as we wish to present it to others.
Simply put, smart brands advertise themselves by showcasing qualities we want. They know what they are really selling us. It’s not trivial things such as clothes, make-up, or food. They are allowing us to curate our aesthetic, our personal brand, our self-image, by giving us the opportunity of associating with them; a.k.a. buying their product or service.
Advertising messaging and brand positioning play a crucial role in crafting this image. Let’s take the specific and ever-intriguing example of high-end fashion brands. There are countless campaigns which feature models that look like those mean girls who scarred you in high school, in black and white of course (to suggest being unattainable—a neuromarketing technique), and featuring the most blank yet seductive facial expression fathomable.
When I, a mere mortal, look at these demi-goddesses, I subconsciously (and very much against my rational thought processes) feel two things:
1. Despair at my decision to ever think that the gym is optional
2. That buying that trench coat is a shortcut that will make me look aloof, cool, and goddess-like as well
Gently tugging at our insecurities, the fashion and beauty industries give us the possibility of creating a self-image that aligns with the standards that they themselves impose.
The game within the game for marketers is to craft beautiful messaging and brand identities that inspire potential customers to either strengthen their self-image or try to perfect it.
And dare I say, this can also be achieved in an ethical way, by offering them the opportunity to become more of who they already are or build upon their pre-existing qualities.
What do you think?