Customers choose brands for many reasons. Their choices reveal something about them – what they value, what they fear, how they want to be seen. This aspect of the Brand Identity Prism refers to how choosing your brand helps customers to feel more like their ‘best self’ – the person they aspire to be.
To understand a brand’s aspirational self-image, try answering these questions:
- What does choosing your brand say to others about your customers?
- How does that differ for customers who choose a competitor’s brand?