marca strategy news & views
December 6, 2012
who does your brand reflect?

Consumers want to relate with brands that are a reflection of themselves.

There are three vital elements in any strong brand, authenticity, relevance and inspiration. Your brand must be authentic, genuine. It must also be relevant to your target audience, it must speak to their needs and desires and it must inspire internally as well as externally.

Your brand therefore should be a reflection of your customers, or better yet of who your customers wish they were, wish they lives were like. Your brand is a reflection of your customer’s dreams and aspirations. In fact, customers feel that through their engagement with your brand their dreams are more attainable. They feel closer to living the life they dream of by engaging with your brand.

This is very clear for products or services such as cars, perfumes, watches, clothes, spa treatments, cleaning services, etc.. But it is also true for other products and services, such as volunteering or donating for a non profit, daycares, etc.

Some companies have managed to have their target audience relate to their brands and see this desired reflection with products that not to long ago we could not even imagine wanting to relate with. Think computers and coffee or water.

A few years ago, a computer was a tool but it was not a symbol, Apple changed that and the same can be true in your industry and for your products and services.

Authenticity is key though. Customers will only truly relate to your brand if they feel you’re genuine. So you need to find out and be able to clearly articulate who you are and what you stand for. Only then will you be able to get your customers to relate with you, be inspired by you and see themselves reflected in your products and services. If you can’t articulate who you are, no one else can and certainly not your customers.


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