How to build a deeper connection between your brand and yourself?

Brand is the comprehensive response of consumers to products and services. It can help you reduce the time cost of selection. For example, you can most likely trust the quality of big brands. In most cases, brands represent the quality of products. Quality also represents your temperament and taste. If you use a certain brand, you may be able to join a group where you all use this brand, thus shortening the distance between you. This is especially true for luxury goods. The brand you use represents your spending power, preferences and economic level to a certain extent. Brand marketing done well can make you feel emotionally connected to the brand, not just at the level of visuals, functions and features, but also sublimated to the spirit behind the brand, the soul of the brand, your inner temperament and values. Expression, after entering this level, the brand can also further enter your mind. Maybe it is not that it is chasing you to let you know it, but that you will regard it as your own cognitive blind spot and feel that you have too little knowledge. This kind of brand is really more than half of the success.

There is an interesting phenomenon that I don’t know if you have noticed. Many shopping malls have moved the Arc’teryx brand out of the outdoor sports brands and moved it to Montblanc, Gucci, and Hermès on the first floor. This makes The Arc'teryx brand has evolved from functionality to light luxury, because business research found that many people who wear it don't know that it is highly functional. For example, you can climb Mount Everest while wearing it, and you can keep your clothes on when it rains outside. Internal dryness. They take a fancy to Arc'teryx's self-expression. On the one hand, the price is high, and the clothes make people feel that they are financially powerful. By the way, they appear to be sports professionals, but the "high-end" outdoor feeling has exceeded the functionality of the clothes. Therefore, the next floor next to luxury goods is also to meet the needs of customers. The friends of the people who buy it need to know the brand and recognize it as a luxury brand, so that they can recognize it at a glance. My friend said, you It’s really tasteful, so it can further increase the sales of the product.

One of the functions of a brand is to help you create a persona, associate you with the brand’s temperament, and then reveal your temperament.

Brand is also a social currency and an effective and efficient way to build your personality. But brands also rely on the accumulation of time. Only a brand with a history has the opportunity to show its profound heritage and continued vitality. Nowadays, some companies that are eager for quick success and quick profit want to use Internet celebrities and eye-catching, and rely solely on brand stories to quickly enter the minds of users, but they have separated from the quality assurance of the core products or services and purely strive for differentiation. This is to sacrifice the good for the last.

In short, to establish a deeper connection with the brand is to add an emotional element to the brand and us, not just visual logo symbols, advertising slogans, nor just functionality. , but to enrich the hearts of consumers with more spiritual wealth.

What are your favorite brands? Has your perception of some brands changed as you age? Let’s chat together!