Intro
Branding is the art of selling with identity.
It is the most subtle and powerful way of selling.
Identity is at the very top of the needs pyramid, hence people pay the most for the products that serve their identity, the way they see themselves, because those people that worry about identifying with the possesions they aquire, are usually high ticket prospects, humans that have every other need already fulfilled, which is the reason why they can worry about something like identity in the first place.
Its a luxury problem.
Most people of western countries belong to that category.
Now I will show you how to create such a brand, like Apple, Tesla, Nike or Mercedes.
Brand Identity
Brands are more than just logos or products. They are ideas, feelings, experiences. The truly great brands manage to live in people's minds and hearts. They become obsessions, life philosophies. But how does one create such a brand?
The answer lies deeper than superficial marketing tricks. It's about real connections between companies and customers. About shared values and visions. About the ability to recognize and fulfill needs that people themselves may not even know about yet.
The first step is clarity. Absolute clarity about what the company stands for. What are the goals? What is the ethos, the soul of it all? Without this foundation, everything else is meaningless. A brand without a clear identity is like a ship without a compass - it drifts aimlessly.
This clarity also determines the target audience. Not everyone will be attracted to every brand. That's a good thing. A strong brand polarizes. It appeals to those who share its values and repels others. This creates loyalty and passion.
Then comes the crucial point: The connection between company and customers. This is where two worlds collide. The visions and goals of the company on one side. The wishes, needs, and longings of the customers on the other.
An obsession-worthy brand manages to merge these two worlds. It takes the best from both and creates something new, something bigger. Something that advances and inspires both the company and the customers.
This requires deep understanding. For one's own strengths and weaknesses as a company. For the often unspoken wishes of the target group. For the dynamics of the market and society.
It's not enough to simply ask what customers want. Often they don't know exactly themselves. A truly great brand anticipates needs. It shows people possibilities they didn't even dare to dream of. It creates solutions for problems that haven't even been articulated yet.
At the same time, it must remain authentic. A brand that only bends with the wind quickly loses credibility. It's about the perfect balance between vision and adaptability.
The implementation of these ideas is then the real art. Every touchpoint with the brand must reflect this fusion of company goals and customer desires. Visually, technically, mentally.
The logo, the colors, the entire visual appearance - they all must convey the essence of the brand. Every detail counts. The technical implementation in products or services must meet the highest standards. And mentally, the brand must occupy a place in people's lives.
An obsession-worthy brand is more than the sum of its parts. It becomes a way of life, an identity. People define themselves through it, feel part of something bigger.
Achieving this is not easy. It requires courage, creativity, and above all consistency. Every decision, every action must be in harmony with the brand essence. A single misstep can undo years of work.
But the reward for these efforts is immense. A brand that people become obsessive about has incredible power. It can dominate markets, set trends, even initiate societal change.
How to make a brand that converts
The core of brand obsession lies in alignment. Your company's DNA must resonate with your audience's deepest desires. This isn't about superficial market research. It's about understanding the human psyche.
First, dissect your company's goals and ethos. What drives you? What change do you want to see in the world? Be brutally honest. If it's just profit, admit it. If it's world domination, own it. Authenticity, even if controversial, breeds respect.
Now, identify your tribe. Who are the people that will viscerally connect with your vision? Don't cast a wide net. Precision is power. You want fanatics, not casual consumers. Here's where it gets interesting.
You have two forces at play:
What you want from your company and love about it.
What your customers want from it and love about it.
The perfect brand aligns these two.
Dig deep into your company's soul. What aspects make your blood pump faster? What would you fight for? This passion is contagious. It's what turns customers into evangelists.
Then, turn your gaze outward. What do your customers truly crave? Not just what they say they want, but what they yearn for in their quietest moments. What keeps them up at night? What dreams do they harbor?
This isn't about compromise. It's about synthesis. Take these two streams of desire and forge them into something greater than either could be alone. This is where obsession is born.
Remember, people don't obsess over products. They obsess over ideas, over feelings, over belonging. Your brand must become a conduit for these deeper human needs.
This process isn't a one-time thing. It's constant. Markets shift. People evolve. Your brand must be a living, breathing entity that grows with its tribe. Always pushing, always challenging, always delivering that hit of dopamine that keeps them coming back for more.
This is the foundation. Everything else - your visuals, your tech, your messaging - flows from this core alignment. Get this right, and you're not just building a brand. You're creating a movement.
Start by ruthlessly analyzing the overlap between what you want and what they want. Where do your visions align? Where do they clash? The points of alignment are your goldmine. The clashes? Potential for innovation.
Don't shy away from tension. Sometimes, the most obsession-worthy brands arise from resolving seemingly irreconcilable desires. Apple didn't just give people what they asked for - they created needs people didn't know they had.
Your brand should be a bridge between your company's ambitions and your customers' deepest desires, creating something new that serves both.
This fusion must permeate every aspect of your brand:
Visually: Your aesthetics should reflect both your company's ethos and your customers' aspirations. Every color, shape, and image should resonate on both levels.
Technically: Your products or services must embody your company's expertise while solving real customer pain points.
Mentally: Your brand narrative should intertwine your company's story with your customers' personal journeys. Make them the hero, with your brand as the guide.
Stay connected to both your company's core and your customers' changing needs. Be ready to pivot, but never lose your essence.
The goal isn't just to satisfy - it's to captivate. To create something so perfectly aligned with both your vision and their desires that it becomes an obsession. A brand that's not just purchased, but lived.
This is where cult-like devotion is born. Where customers become evangelists. Where a brand transcends being a mere product or service and becomes a way of life.
Identity sells
Identity drives consumer behavior. People buy products that align with their self-image or aspirational selves. This psychological identification fuels marketing strategies.
Luxury brands tap into desires for status and sophistication. A Rolex symbolizes success.
Buyers identify with the prestige and accomplishment the brand represents.
Patagonia appeals to environmentally conscious consumers. Purchasing their products expresses one's values and identity as an eco-friendly individual.
This identification extends beyond material goods. Spotify playlists and Netflix watchlists become extensions of personal identity. People curate these selections to express their tastes and personality.
Social media platforms thrive on this concept. Users craft online personas, choosing brands, ideas, and content to associate with. Each interaction reinforces their identity.
Smart brands create products and experiences as vehicles for self-expression. They sell identities, not just items. The most successful ones make customers feel like they're joining a tribe or lifestyle.
Understanding this psychological drive is crucial for effective marketing. Creating a narrative that consumers want to be part of outweighs features or benefits.
The psychology of identity in consumer behavior runs deep. Our purchases often serve as extensions of ourselves, reinforcing who we are or who we aspire to be.
Brand choices act as social signals. When someone opts for a Tesla over a traditional car, they're not just buying transportation.
They're signaling environmental consciousness, tech-savviness, and often, a certain economic status. These choices shape how others perceive us and, crucially, how we perceive ourselves.
This self-perception aspect is potent.
Wearing Nike might make someone feel more athletic, even if they're not actively exercising. The mere association with the brand's identity can influence self-image and behavior.
Interestingly, this identification often works subconsciously. Consumers might rationalize purchases based on quality or features, unaware of the deeper identity-driven motivations.
Group identity also plays a role. Humans have an innate need to belong. Brands can create a sense of community, turning customers into tribe members. Apple users often feel part of an exclusive club, united by their choice of technology.
Cultural identity significantly influences brand preferences. In some cultures, certain brands become synonymous with cultural values or traditions. This explains why some brands struggle to penetrate new markets - they may clash with local identities.
The most savvy marketers understand this psychology. They craft brand narratives that consumers can seamlessly integrate into their personal stories. It's not about selling a product. It's about offering a piece of identity.
Consistency is key. Ensure your brand's visual elements, tone of voice, and messaging are uniform across all touchpoints. This builds recognition and trust.
Use archetypes to give your brand a relatable personality. Whether it's the Hero, the Caregiver, or the Rebel, archetypes tap into universal human experiences and desires.
Leverage social proof. Humans are social creatures who look to others for validation. Showcase customer testimonials, user-generated content, and influencer partnerships to build credibility and desire.
Create a sense of exclusivity. Limited editions, member-only perks, or insider access can make customers feel special and part of an elite group.
Engage in cause marketing. Align your brand with social or environmental causes that resonate with your target audience. This creates a deeper emotional connection and gives customers a sense of purpose in their purchase.
Personalization is powerful. Use data to tailor your marketing messages and product recommendations. This makes customers feel understood and valued.
Foster a community around your brand. Create spaces (online or offline) for customers to connect with each other and your brand. This builds loyalty and turns customers into brand advocates.
Use sensory branding. Engage multiple senses in your brand experience. A signature scent, a unique texture, or a distinctive sound can create powerful brand associations.
Leverage the power of rituals. Create brand-specific routines or traditions that customers can participate in. This builds habits and emotional connections.
Embrace storytelling in your content marketing. Share behind-the-scenes glimpses, employee stories, and customer success narratives. This humanizes your brand and creates emotional investment.
Use color psychology strategically. Different colors evoke different emotions and associations. Choose your brand colors wisely to align with your desired brand perception. We will go more in depth about color psychology in a minute.
Create a clear enemy or problem that your brand fights against. This gives customers a cause to rally behind and positions your brand as the solution.
Utilize the scarcity principle. Limited-time offers or exclusive products tap into the fear of missing out (FOMO) and create urgency.
Implement a loyalty program that goes beyond transactional rewards. Offer experiences, early access, or special recognition to make customers feel valued.
Craft a unique brand language. Develop specific terms or phrases that become associated with your brand. This creates a sense of insider knowledge among your customers.
Use nostalgia marketing when appropriate. Tapping into positive memories can create strong emotional connections with your brand.
Finally, constantly evolve while staying true to your core. Brands that can adapt to changing times while maintaining their essence create long-lasting customer loyalty.
Ruilding a brand that people obsess over takes time and consistent effort. It's about creating a holistic experience that resonates deeply with your target audience's identity and aspirations.
Color Psychology
Color psychology in branding is a powerful tool for nonverbal communication and emotional manipulation.
Red: Aggression, passion, urgency. Use it to create excitement or prompt quick decisions. Effective for clearance sales or fast food chains.
Blue: Trust, stability, intelligence. Banks and tech companies favor it. It's calming, which can increase productivity in workplaces.
Green: Growth, health, wealth. Ideal for environmental brands, financial services, or organic products. It's easy on the eyes, good for long-term viewing.
Yellow: Optimism, clarity, warmth. Grabs attention but can be overwhelming. Use sparingly. Good for brands targeting youth or creativity.
Purple: Luxury, mystery, spirituality. Historically associated with royalty. Effective for high-end products or brands with a mystical angle.
Orange: Friendliness, confidence, adventure. Creates a sense of enthusiasm. Good for brands targeting young adults or promoting physical activity.
Black: Power, sophistication, mystery. Luxurious when combined with gold. Can be oppressive if overused. Effective for high-end brands or those with a serious tone.
White: Purity, cleanliness, simplicity. Creates a sense of space and possibility. Good for minimalist brands or those in the health and wellness sector.
Brown: Reliability, comfort, nature. Often used by outdoor brands or those wanting to convey a sense of tradition.
Pink: Femininity, nurture, romance. Effective for brands targeting women, but be wary of stereotypes. Softer pinks can be calming and nurturing.
Cultural associations with colors vary. Research your target market's color perceptions. Combine colors strategically to create the desired emotional response and brand perception. Test different color schemes to find what resonates best with your audience and drives the behaviors you want.
Unique Brand Language
Brand language is about creating a linguistic ecosystem that your customers inhabit.
For example by developing a distinct lexicon. Coin terms specific to your products or services. Apple's "Genius Bar" or Google's "Googling" are prime examples. These terms become part of your customers' vocabulary, reinforcing brand presence in their daily lives.
Create insider acronyms or shorthand. This builds a sense of belonging among your customer base. They feel part of an exclusive club when they understand and use these terms.
Develop a unique tone of voice. This should reflect your brand's personality. Are you irreverent? Authoritative? Playful? Your language should consistently embody this across all platforms. Website, Ads, Videos, Podcasts, even your employees.
Use linguistic patterns or structures unique to your brand. This could be a specific way of constructing sentences or a particular rhythm in your copy. Consistency here builds recognition.
Incorporate cultural references or in-jokes that resonate with your target audience. This creates a sense of shared understanding and values.
Develop brand-specific greetings or sign-offs. These become part of the customer experience and can make interactions feel more personal and on-brand.
Create a style guide for your brand language. This ensures consistency across all touchpoints and helps employees embody the brand voice.
Use your brand language in unexpected places. Product names, error messages, even legal disclaimers can reinforce your brand's unique voice.
Effective brand language feels natural, not forced. It should evolve with your audience while maintaining its core essence. When done right, your brand language becomes a powerful tool for customer loyalty and differentiation in the market.
Analyzing some of the most successful brands in the world
We take a short look at some of the most successful brands of the last 10 to 20 years and why they are so effective.
Apple:
Branding technique: Simplicity and premium positioning. Apple's minimalist aesthetic extends from product design to marketing materials. They use white space, clean lines, and a limited color palette to convey sophistication.
Customer psychology: Apple taps into the desire for status and self-expression. Owning an Apple product is a statement about one's taste and values. They've cultivated an "us vs. them" mentality, positioning users as creative, innovative thinkers.
Marketing strategy: Product-as-hero approach. Apple's ads often feature the product against a plain background, letting its design speak for itself. They use emotional storytelling to showcase how their products enhance lives.
Customer base: Primarily affluent, design-conscious consumers. However, they've expanded their reach through more affordable options like the iPhone SE and partnerships with carriers for payment plans.
Ecosystem strategy: Apple's closed ecosystem creates a network effect. Once users invest in one product, they're incentivized to buy others for seamless integration. This increases switching costs and customer lifetime value.
Innovation approach: Apple is often not first-to-market, but rather best-to-market. They refine existing technologies and present them in a user-friendly, aesthetically pleasing package.
2. Nike:
Brand narrative: Nike has built its brand around the idea of athletic achievement and personal triumph. Their "Just Do It" slogan transcends sports, becoming a life philosophy.
Influencer strategy: Heavy use of athlete endorsements, from top-tier stars to up-and-coming talent. This creates aspirational appeal and credibility across various sports and cultures. They have used so many top athletes in their ad campaigns that everyone nowadays correlates nike with top athleticism.
Social responsibility: Nike has positioned itself as a champion for social causes, particularly racial equality and women's empowerment. This resonates with younger, socially conscious consumers.
Product innovation: Constant innovation in materials and design keeps Nike at the forefront of athletic wear. They balance performance technology with streetwear appeal.
Customer engagement: Nike's apps and digital platforms create a community around fitness and sport, fostering brand loyalty beyond product purchases.
Market segmentation: While maintaining a cohesive brand identity, Nike effectively targets different segments - from professional athletes to casual wearers - through sub-brands and product lines.
3. Coca-Cola:
Emotional branding: Coca-Cola doesn't sell a drink; it sells happiness, togetherness, and shared moments. Their advertising consistently focuses on these emotional themes.
Global localization: While maintaining a consistent global brand, Coca-Cola adapts to local markets through region-specific campaigns and flavors.
Nostalgia marketing: Coca-Cola leverages its long history to evoke nostalgia, particularly during holiday seasons with their iconic Santa Claus imagery.
Brand extensions: They've successfully extended into various beverage categories while maintaining the core brand identity.
Sensory branding: The distinctive bottle shape, red color, and even the sound of a can opening are all part of Coca-Cola's sensory branding strategy.
Personalization: Campaigns like "Share a Coke" with personalized name labels create a sense of individual connection to a mass-market product.
4. Disney:
Transmedia storytelling: Disney creates immersive worlds that span movies, theme parks, merchandise, and now streaming. This creates multiple touchpoints for engagement.
Multigenerational appeal: Disney balances content that appeals to children with elements that resonate with adults, ensuring lifelong brand loyalty.
Brand acquisitions: Strategic acquisitions (Pixar, Marvel, Star Wars) have expanded Disney's reach while maintaining brand coherence.
Experiential marketing: Disney theme parks are the ultimate brand experience, bringing fantasies to life and creating lasting memories.
Content recycling: Disney masterfully repackages and reimagines its content across decades, introducing classic stories to new generations.
Emotional storytelling: At its core, Disney sells dreams and happy endings, tapping into universal human desires for hope and wonder.
I just want to remark that Disney’s actions in the last years have made sure they’re brand will go to hell. Many more people each day come to hate Disney now for several reasons, and they have brought it to themselves. My personal opinion is that this is good, they have woke psychosis and have stopped being a valuable storyteller, sold their soul instead to corporate interests and ideological indoctrination. Only being focused on soulless profit instead of providing values that children need and adults admire. Because this made them great in the past.
Seems to be over now though. But back to the analysis.
5. Tesla:
Visionary leadership: Elon Musk's personal brand is deeply intertwined with Tesla, embodying innovation and futurism.
Disruption narrative: Tesla positions itself not just as a car company, but as a catalyst for sustainable energy transition.
Direct-to-consumer model: By bypassing traditional dealerships, Tesla maintains control over the customer experience and pricing.
Scarcity marketing: Limited production runs and waitlists create a sense of exclusivity and demand.
Software-first approach: Regular over-the-air updates make Tesla cars feel continuously improved, unlike traditional depreciating assets.
Community building: Tesla fosters a sense of community among owners through events, forums, and shared values around sustainability.
The new era of branding: Personal Brands
Now we look at the new era of branding and brand identity, its a new wave that is just starting. We stand at the dawn of a whole new job market and work system. Social Media and the World Wide Web has brought transformations to the way we trade and companies work.
The rise of personal branding marks a paradigm shift in marketing and influence. Traditional corporate branding, once the gold standard, is rapidly losing ground to the raw authenticity and direct connection offered by individual personalities. This transformation is a fundamental restructuring of how value, trust, and influence are created and distributed in the digital age.
Elon Musk epitomizes this shift. Tesla and SpaceX, while innovative companies, derive much of their cultural cachet from Musk's persona. His erratic tweeting, public feuds, and bold claims create a constant media circus that keeps his brands in the spotlight without traditional advertising. Musk's personal brand transcends his companies; he's seen as a visionary pushing humanity forward, which allows him to weather controversies that would sink a typical CEO.
His acquisition of Twitter further blurred the lines between personal and corporate branding, demonstrating the power of an individual to reshape entire industries through sheer force of personality.
Donald Trump's ascent from real estate mogul to president is perhaps the most striking example of personal branding's power. Long before entering politics, Trump turned his name into a synonym for luxury and success, licensing it to everything from steaks to universities. His brash, unapologetic persona created a cult of personality that transcended traditional political affiliations.
Trump's ability to dominate news cycles and shape narratives through Twitter showed how a strong personal brand could bypass traditional media gatekeepers. His supporters don't just back his policies; they buy into his personal brand of "winning" and "telling it like it is."
Iman Gadzhi represents a new generation of entrepreneurs who've built empires solely on personal branding. Dropping out of school at 17, Gadzhi's rags-to-riches story resonates deeply with young aspiring entrepreneurs. He's leveraged this narrative to build a multi-million dollar agency and education business.
Gadzhi's success lies in his ability to position himself as both aspirational and relatable. His content strategy focuses on providing genuine value while constantly reinforcing his personal journey, creating a sense of intimacy and trust with his audience that no faceless corporation could achieve.
Alex Hormozi has mastered the art of turning personal expertise into a scalable brand. His no-nonsense approach to business advice and fitness has attracted a devoted following. Hormozi's strength lies in his ability to distill complex business concepts into actionable advice, all while maintaining an image of uncompromising authenticity.
His personal brand has allowed him to build multiple 9-figure businesses and become a sought-after advisor and investor. Hormozi's success demonstrates how a well-crafted personal brand can open doors and create opportunities far beyond one's initial field of expertise. Hormozi has basically become the face for the expert in business, sales and marketing, there is probably no human in these fields that don’t know his name by now.
These examples illustrate several key advantages of personal branding:
Authenticity: Personal brands can display flaws and vulnerabilities, making them more relatable and trustworthy than polished corporate images.
Agility: Individuals can pivot quickly, test new ideas, and adapt to changing markets faster than large organizations.
Emotional Connection: People naturally connect more deeply with individuals than with abstract entities, leading to stronger brand loyalty.
Cost-Effectiveness: Personal brands can generate massive engagement with minimal traditional marketing spend.
Cross-Platform Synergy: A strong personal brand can leverage success in one area to open doors in others, as seen with celebrities entering business or politics.
Direct Communication: Social media allows personal brands to bypass traditional gatekeepers and speak directly to their audience.
Narrative Power: Personal stories and journeys create compelling narratives that resonate more deeply than corporate messaging.
This shift is driven by several factors:
Social Media Intimacy: Platforms like Instagram and TikTok create a sense of personal connection with figures who might otherwise seem distant.
Trust Deficit: Declining trust in institutions has led people to seek out individuals they perceive as authentic and relatable.
Content Saturation: Personal brands cut through the noise by offering a unique voice in a sea of corporate sameness.
Entrepreneurial Culture: The rise of the gig economy and startup culture has valorized individual achievement and personal narrative.
Technological Democratization: Tools for content creation and distribution are now accessible to individuals, leveling the playing field with larger entities.
The implications of this shift are profound. Companies are increasingly seeking to humanize their brands, often by elevating the profiles of their founders or key executives. We're seeing the rise of "influencer CEOs" who are as much public personalities as they are business leaders. This trend is reshaping industries from finance to fashion, with personal brands becoming the primary driver of attention and trust.
However, this new paradigm also presents challenges. Personal brands are vulnerable to scandals and shifts in public opinion in ways that more diversified corporate brands are not. The line between personal and professional life becomes blurred, potentially leading to burnout or ethical dilemmas.
Looking ahead, we can expect personal branding to become an even more critical skill, taught in business schools and valued in the job market. We may see new platforms and tools emerge specifically to help individuals build and monetize their personal brands. The most successful companies will likely be those that can effectively integrate strong personal brands with their corporate identity, creating a symbiotic relationship that amplifies both.
We're witnessing a fundamental reimagining of how influence and value are created in the digital age. Personal brands, with their ability to create authentic connections and cut through information overload, are becoming the dominant force in shaping public opinion and consumer behavior. As this trend continues to evolve, it will reshape not just marketing and business, but potentially the very nature of fame, influence, and power in society.
Personal brands also automatically solve the niche problem. A person's unique combination of interests, experiences, and viewpoints creates a natural niche. Take Joe Rogan - his brand spans comedy, MMA, psychedelics, and conspiracy theories. This eclectic mix would be marketing suicide for a traditional company, but for Rogan, it's his strength.
This natural niche formation has several benefits:
Authenticity: It's effortless because it's genuinely you.
Differentiation: Your unique combination is nearly impossible to replicate.
Content generation: Your varied interests provide endless material.
Audience resonance: People with similar diverse interests find a rare kinship.
Personal brands create emotional connections transcending specific products or services. Fans of Elon Musk followed him from PayPal to Tesla to SpaceX to Twitter. They're invested in Musk himself, not just his ventures.
This emotional tie allows for:
Easier pivots: You can explore new fields without starting from scratch.
Cross-pollination: Bring your audience to new industries, potentially disrupting them.
Forgiveness: Fans are more likely to overlook missteps or failed ventures.
Lifetime value: Supporters may follow you for decades across multiple projects.
Contrast this with corporate brands. When Google tried social networking with Google+, it failed partly because people didn't associate Google with social connections. Personal brands don't face this limitation.
This flexibility is increasingly valuable in our rapidly changing economy. It allows individuals to adapt faster than traditional companies, exploring new opportunities without losing their core support base. Taking them with them on every ride.
Because they are there for them, not for the niche. This is the mistake many personal brands do, they are not themselves and instead focus on a niche, which means forever being stuck in that one niche, where in strong personal brands, this would only be one aspect of their whole persona.
So don’t ask what niche you should choose. Just pursue your interests and your followers will - can you guess it? - follow you.
This is also so unbelievably great because this naturally by itself also makes the passions you have into your career. By being such a personal brand, you can actually make businesses out of every passion you pursue.