The key to brand love? Lifestyle relevance
It’s the first rule of marketing: lead with value. How does your product or service serve your
target market? How does it fit into their lifestyle? In what way does it actually improve
So, why stop when it comes to sales promotions? Rather than offering the same product or service at a lower price, studies show it’s better business to offer added value – consumers would rather get more than pay less.
Plus, it allows you to maintain price integrity and foster positive associations around your brand.
“Studies show that consumers would rather get more than pay less.”
Create a halo effect around your brand by tapping into consumers‘ lifestyles
The halo effect is when people form a positive impression of something – be it a person, a product, or a brand – because it’s associated with something else they feel positively about.
Once you know your customer’s interests and desires, you can find a way to associate your product or service with their ideal lifestyle and make your brand part of that dream. You could tap into a consumer trend to gain traction. But beware of trying too hard to be part of a trend that isn’t truly aligned with your brand.
Consumers are smart – they’ll see straight through it. Not only that, they’ll lose trust in your brand if they feel you’re not being authentic.
Position your brand at the top of Maslow’s Hierarchy of Needs
Maslow’s psychological theory of motivation tells us all humans have five basic needs. In order of priority, they are:
- Physiological needs
- Safety needs
- Love & Belonging needs
- Esteem needs
- Selfactualization needs
The first four are deficiency needs, meaning they’re only a motivator while they’re unmet. Whereas self- actualization is a growth need that stems from the desire to develop and make progress – once met, it tends to become even stronger.
If you want to create a brand love, help your customers self-actualize (or become the person they want to be). Not only does this add ultimate value by meeting the most advanced human need, which in itself is pretty magical. Since self-actualization is a continual process of becoming, rather than a final destination, it also lends itself to a more sustainable strategy.