Driving Business Growth with the Aspirational Identity

Aspirational Identity

Aspirational identity is a powerful tool that’s often overlooked.


When used correctly, it draws the customer up on to a different plane. They will see themselves differently and evoke an emotion like no other component within the Storybrand Framework can. 


If you want to hold a special place in your customers heart, a place that can be held by no other company, then help your client become the aspiration they desire to be, the aspiration that can be with your brand.


Let’s explore the ins-and-outs of aspirational identity – how it works – as well as ways that you can use it to grow your business in more meaningful directions.

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The Aspirational Journey: Who Does Your Customer Want to Become

Everyone has aspirations and goals that they strive to achieve. As a business, it’s crucial to understand who your customer wants to become in order to provide them with products or services that help them achieve their desired identity. 


Customers may aspire to become more successful, more confident, or more knowledgeable. 


For example, How would they want other people to talk about them? That’s the aspirational journey.


Your job is to help your customer go on that journey of who they are becoming.


The aspiration that the person only you, and only your brand can call them up to be is the aspirational journey. 


Understanding these aspirations can help you tailor your offerings and marketing messages to appeal to the customer’s desired identity. 


By aligning with your customer’s aspirations, you can build a strong and lasting relationship with them, creating loyal brand advocates who feel that you understand and support their personal growth.


How a customer’s aspirational identity shapes their buying decisions

As human beings, we all have a unique identity that shapes our behavior, thoughts, and decisions. This identity also plays a significant role in our buying decisions. 


Customers tend to gravitate towards products and services that align with their desired identity, whether it’s a luxury brand that represents their status or a sustainable product that aligns with their values. 


If you do this right. Your customers won’t deal with anyone else, they’ll deal with you. 


Why? Because you give them their aspiration.


You’re the one that helps them make and makes them feel better, see better, and become the individual that they know they were destined to be.


Understanding how a customer’s identity shapes their buying decisions is crucial for businesses, as it enables them to tailor their marketing strategies to resonate with their target audience and create an emotional connection that drives customer loyalty.


Ways to use Aspirational Identity with your brand

Implementing aspirational identity in your marketing can be an effective way to connect with your target audience and build brand loyalty. By tapping into the desires and aspirations of your customers, you can create a powerful emotional bond that goes beyond just selling products or services. 


There are many ways to incorporate aspirational marketing into your brand strategy, such as: 


  • showcasing inspiring stories of customers who have achieved their goals with the help of your products, 
  • highlighting the lifestyle and values associated with your brand, 
  • and creating engaging social media content that stimulates the imagination. 

With the right approach, aspirational identity can bring your brand to life and inspire people to take action towards their own dreams and aspirations.

Ways to use Aspirational Identity with your brand

”Who do I need to become?”

Most of the time the CEO’s, business owners, entrepreneurs, were looking at so many other things. We’re looking at analytics, we’re looking at sales, we’re looking at all of this sort of stuff. But the big question we’re asking ourselves well is, ”Have I become the person I need to become?”

By asking this question, you’re taking the time to reflect and consider who you need to become in order to take your business to the next level. It’s not about striving for perfection or trying to be something that you’re not; it’s about looking within yourself and understanding what it takes for success.

One good example is what I did with one of my businesses. It is a Martial Arts Studio. At a point I recognized that I hadn’t fully assumed the role of a leader or decided to step into the next role within my business and allow somebody else to handle the sales in that business.

When I finally did, that business grew by over 30% in the space of three weeks. 

So, take the time today to ask yourself: who do you need to become? What do you need to let go of? “Who do I need to become for my business to grow?” and start creating a roadmap towards success. 

How To Keep Your Customer Motivated Throughout The Process

Staying on track during any process can be a challenge, but keeping your customers motivated can make all the difference. So, how can you ensure that your customers are engaged throughout the aspirational journey? 

1. Communication is key. Keep in regular contact with your customers so that they are aware of any updates, changes or milestones achieved. This will help them feel involved and valued.

2. Set achievable goals and ensure that your customers have a clear understanding of what is expected of them. This will help them stay focused and motivated. 

3. Don’t forget to celebrate successes along the way. Acknowledge their hard work and achievements, no matter how big or small, and encourage them to keep going. Remember, a happy and motivated customer is more likely to be a satisfied and loyal one.

Additionally, organizations should implement consistent tracking in order to remain in touch with customers and offer guidance along their journey. 

At Results and Co, we can help you craft the perfect message for your brand and utilize aspirational identity from beginning to end. 

You can have Results and Co to assist you in integrating aspiration into your brand and marketing efforts. Schedule a call now and let’s get started.

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