What is the concealed aspect of Your Brand Manifestations?
👉 Self Congruence Theory
Which brand of grocery store do you prefer?:
A store-goer with their own brand preference is depicted in an image by the author
Does the cost of this product surpass its value or is it simply a matter of taste?
Self Congruence Theory is centered around this idea. The reason we choose brands is to represent our personality or the person we want to portray
Which beer brand should I choose between Heineken, Budweiser, and Stella, Tiger, Desperados?
Let me share something. I observed this happening every day while working at Heineken. Beer, particularly lager, is not exclusively classified as beer. Even though many experts can distinguish between them through a blind tasting, they still have similar results
The brand chosen by someone reflects their thought process. Budweiser enthusiasts are not the same as Heineken enthusiasts, just like Stella enthusiasts
Bud may not be right, but maybe not entirely. 😜
Each one has a lot in common, but it’s also markedly different
The key points to consider are::
We select brands that are compatible with our current characteristics, personality traits, peer pressure, and preferences
Think about it. The phone you use 📱The clothes you wear 👟The car you drive 🚗Even your coffee brand ☕️
Your choices reflect a portion of yourself
Some brands feel effortless while others feel Like they’re wearing someone else’s clothes. Although it looks good, it doesn’t feel authentic
During my product launch at GrandVision, I witnessed much of this. Despite having great sunglasses, who would be interested in purchasing them?. The target audience would buy without any hesitation, in your opinion
The product is highly consistent:
How can a brand be promoted in their preferred location without resorting to deceptive tactics?. Matching the right brand with the correct person is crucial. It’s often about who they want to be, not just their true self
Apple is characterized as innovative and creative, while Volvo is recognized for its safety and practicality, and Nike is identified as athletic and ambitious
I can assure you that 80% of Apple users are not the type of individuals they want to be. Same for Nike. Could it be that Volvo is more concious?. Your brand must be able to convey its message to your audience’s emotional state. Who do you think they are?. Whom they are or want to be?
Quick test:
Ponder over your preferred brand. Now think about Why Is it something that you find appealing?
Though about one?
What is it that you find so appealing?
Self Congruence Theory is utilized in practice. Simple, right?
Would you like to incorporate this into your marketing strategy?
There is always a mistake in all of the above. The audience’s perception of the product is conflated with their aspirational buyer
Eehhh what?!
What if you were to sell USB cables and screws or other uninteresting items?. It’s possible to assume that we need to resemble the person selling their possessions to David Beckham, who is famous and well-heeled
Despite the potential for eyeball growth and aesthetic appeal, some people who renovate rooms may still want to emulate Beckham’s style. However, it is not associated with the solution you’re proposing
If someone is renovating a room and you want to be like Tim the Toolman Taylor, don’t be afraid to try
It needs to relate
Your actions are not deemed valuable enough by others to buy. Your product is the catalyst for their purchase, transforming them into your customer
David Beckham is not the first celebrity to use a particular brand of screws and plugs. They have the potential to be compared to Tim the Toolman Taylor of this generation
That is the extent of it. No fancy jargon needed
Can you share your opinion on Which brands are most flattering for your appearance?