The aspirational identity is a powerful marketing tool. For example, have you ever wondered why you choose one brand of coffee over another, even though they taste identical?
Or why you’re willing to pay a premium for a specific pair of sneakers, even if there are countless other options available?
The answer often lies beneath the surface, in the realm of aspirational identity where customers get to experience an identity transformation.
Imagine yourself walking down the street, confident and stylish. The coffee you hold in your hand isn’t just a beverage; it’s a symbol of your discerning taste and commitment to quality.
The sneakers you wear aren’t just footwear; they represent your active lifestyle and adventurous spirit even if you are simply going shopping. You feel like you can take on the world.
This is identity transformation.
When a brand utilises the StoryBrand aspirational identity effectively, they can draw out a new side of their customers.
It’s about understanding that consumers are driven not just by practical needs, but also by a desire to achieve a certain image, identity, or feeling.
They associate brands with specific values, emotions, and lifestyles, and choose to support those that align with their own aspirations.
For businesses, this presents a unique opportunity. Once you understand customer aspirations, you can weave their identity transformation into the very fabric of your marketing strategies.
This means your business goes beyond simply selling products or services to forging deep, emotional connections with your customers.
This not only leads to increased sales and brand loyalty, but also fosters a community of passionate advocates who are excited to share their positive experiences with others.
What is an aspirational identity?
The aspirational identity is about understanding the hopes, dreams, and values that drive your customers’ purchasing decisions.
Studies show that people are often motivated by a desire to belong, achieve, or express themselves through the brands they support.
For example:
Someone might buy a particular brand of clothing because they associate it with being stylish and confident, even if the clothing itself isn’t necessarily the most practical or affordable option.
Think of Nike, iPhone, Gucci.
And then there’s Big W, Kmart, and Target who sell the identity transformation of ‘everyday comfort for affordable prices’ and hold everything under the sun.
Understanding these aspirations offers several key benefits for businesses:
- Stronger Emotional Connections:
When you tap into what truly matters to your customers, you can create marketing that resonates on an emotional level.
Fostering feelings of trust and loyalty, making customers more likely to choose you over your competitors.
- Unique Brand Image:
By aligning your brand with your target audience’s aspirations, you can create a unique and differentiated brand image that resonates with them.
Helping you stand out from the crowd and attract the right kind of customers.
- Increased Engagement and Loyalty:
When customers feel a connection to your brand on an emotional level, they’re more likely to engage with you and become loyal advocates.
This can translate into increased sales, repeat business, and positive word-of-mouth marketing.
- Brand Advocacy:
When customers feel like your brand helps them achieve their aspirations, they’re more likely to become brand advocates, recommending your products or services to others.
Putting Identity Transformation into Action
Understanding your customers’ aspirational identity is like having a secret decoder ring in the world of marketing.
It allows you to unlock a deeper level of connection and build a brand that truly resonates with them.
But how do you translate this understanding into action? Buckle up, because we’re about to dive into some practical tips to get you started:
1. Uncover Your Customers’ Aspirations
Think of your target audience as a puzzle. To understand their aspirations, you need to gather the pieces. Here are some ways to do it:
- Market Research:
Dive into surveys, focus groups, or competitor analysis to get a sense of what your audience values, desires, and dreams are.
- Data Detective:
Dust off your detective hat and analyse existing customer data! Look for patterns in purchase history, demographics, or even social media engagement to see what makes your customers tick.
- Direct Dialogue:
Don’t be shy! Talk directly to your customers through social media polls, email surveys, or even one-on-one conversations. Hearing their stories firsthand is invaluable.
2. Aligning with Aspirations
Now that you have a better understanding of your customers’ aspirations, it’s time to make sure your brand reflects them. Here’s how:
- Values Check:
Take a good look at your brand values. Do they resonate with the identity your customers want to project? If not, it’s time to re-evaluate.
- Speak Their Language:
Ditch the jargon and complex language. Use visuals and messaging that connect with your audience’s aspirations and how your brand helps them achieve them.
- Offerings that Elevate:
Make sure your products or services not only fulfil needs but also contribute to your customers’ desired identity. Think beyond functionality and tap into the emotional connection.
3. Showcase Success Stories
People trust people.
So, leverage the power of social proof by showcasing customer success stories.
Share testimonials or case studies that demonstrate how your product or service helped individuals achieve their goals and live out their aspirations.
Bonus points for featuring user-generated content on social media – it adds authenticity and shows real people living the dream with your brand.
4. Creating Aspirational Stories
Marketing materials and social media shouldn’t just sell, they should inspire. Develop content that taps into your target audience’s aspirations and motivates them to take action.
Think blog posts, videos, or social media campaigns that tell stories, evoke emotions, and spark a desire to be part of the brand experience. Use visuals that depict the lifestyle, values, and emotions associated with your audience’s desired identity.
By following these steps, you can transform your brand from a product or service provider to a trusted partner in your customers’ journey towards achieving their identity transformation.
Remember, it’s not just about selling something, it’s about creating a meaningful connection that fosters brand loyalty and fuels long-term success.
Case Study: Cleanz
One of our clients, Cleanz, a natural, non-toxic cleaning product company understood that mothers are fiercely protective of their children’s well-being.
This desire to safeguard their families is a powerful aspiration and they wanted to give mothers the identity transformation they deserve.
Cleanz realised their ideal customer wasn’t just someone who needed cleaning products – it was a “protector mom” who saw Cleanz as a partner in keeping their loved ones safe.
By embracing this aspirational identity, Cleanz isn’t just selling cleaning supplies; they are offering an identity transformation that resonates on a deeper level.
Their relaunch campaign celebrated mothers as heroes, inviting them to join a community of “fierce protectors” using Cleanz products.
This approach not only led to a successful launch but also continues to fuel their growth as they empower mothers to fulfil their aspirational role as protectors.
Remember, understanding aspirations is just the first step.
The real magic happens when you keep your customers engaged throughout their journey and give them an identity transformation.
Here’s how:
- Communicate Regularly:
Stay in touch with your customers, sharing updates, milestones, and any changes along the way. This keeps them feeling valued and involved in the process.
- Celebrate Successes:
Acknowledge their hard work and achievements, big or small. Recognition fuels motivation and encourages them to keep striving.
- Set Clear Goals:
Establish achievable goals and ensure your customers understand what’s expected of them. This provides a roadmap for them to stay focused and motivated.
By prioritising communication, celebrating successes, and setting clear goals, you’ll empower your customers to stay engaged throughout their aspirational journey.
This not only fosters loyalty but also increases the likelihood of achieving their desired outcome – a win-win for everyone.
Want to learn more about how aspirational identity can transform your marketing? Find aspirational identity examples in this article.
Contact us today to discuss your unique needs and discover how we can help you build a brand that connects and thrives.
At Results and Co, we can help you craft the perfect message for your brand and utilise aspirational identity from beginning to end.
See how our team can drive an insane amount of highly targeted traffic to your website and then convert it.
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