In today’s world, where consumers are bombarded with countless options and advertisements, it is crucial for businesses to stand out from the crowd. One way to achieve this is by creating a strong aspirational identity for your brand.
Aspirational identity is the image or persona that your customers aspire to be associated with when using your product or service. Let’s explore the power of aspirational identity in StoryBrand and how businesses can use it to create a compelling message.
What is StoryBrand?
StoryBrand is a marketing framework developed by Donald Miller that helps businesses clarify their message and connect with their customers. The framework revolves around the concept of storytelling, where the customer is the hero, and the business plays the role of a guide who helps them overcome their challenges.
The StoryBrand framework consists of seven elements:
1. A character
2. Who has a problem
3. And meets a guide
4. Who gives them a plan
5. And calls them to action
6. That helps them avoid failure
7. And ends in success
By following this framework, businesses can create a clear and compelling message that resonates with their customers.
The Importance of Aspirational Identity in StoryBrand
Aspirational identity plays a crucial role in the StoryBrand framework as it helps businesses create an emotional connection with their customers. When customers associate themselves with an aspirational identity, they feel like they are part of something bigger than themselves, which creates loyalty towards the brand.
For example, Nike’s aspirational identity is “to bring inspiration and innovation to every athlete* in the world.” By associating themselves with Nike, customers feel like they are part of a community that values athleticism and innovation.
Another example is Apple’s aspirational identity, which is “to think different.” By using Apple products, customers feel like they are part of a group that values creativity and innovation.
How Businesses Can Create an Aspirational Identity
Creating an aspirational identity requires businesses to understand their target audience and what they aspire to be associated with when using their product or service. Here are some steps that businesses can take to create an aspirational identity:
Step 1: Identify Your Target Audience
The first step in creating an aspirational identity is identifying your target audience. This involves understanding their demographics, psychographics, behaviour patterns, and pain points.
Step 2: Define Your Brand Values
Once you have identified your target audience, you need to define your brand values. These values should align with what your target audience aspires to be associated with when using your product or service.
Step 3: Create Your Aspirational Identity Statement
Your aspirational identity statement should be concise and memorable while capturing what your brand stands for and what it offers its customers.
Step 4: Incorporate Your Aspirational Identity into Your Messaging
Once you have created your aspirational identity statement, you need to incorporate it into all aspects of your messaging – from website copy to social media posts.
Real-Life Examples of Aspirational Identity in Business
Here are some real-life examples of how businesses have used aspirational identities in their messaging:
Example 1: Airbnb
Airbnb’s aspirational identity is “Belong Anywhere.” By associating themselves with Airbnb, customers feel like they are part of a community that values travel and adventure.
Example 2: Coca-Cola
Coca-Cola’s aspirational identity is “to refresh the world.” By drinking Coca-Cola products, customers feel like they are part of a community that values happiness and positivity.
Example 3: Tesla
Tesla’s aspirational identity is “to accelerate the world’s transition to sustainable energy.” By owning Tesla products, customers feel like they are part of a movement towards sustainability and environmental responsibility.
From-To Statements for Creating Aspirations Identities
Here are some examples of from-to statements that businesses can use when creating an aspirational identity:
- From feeling lost To feeling empowered
- From being ordinary To being extraordinary
- From feeling disconnected To feeling connected
- From being stagnant To growing
- From being uninspired To being inspiredFrom feeling limited To feeling limitless
Creating an aspirational identity can help businesses differentiate themselves from competitors by creating emotional connections with their customers. By following these steps outlined above – identifying target audiences; defining brand values; creating an aspiration statement; incorporating messaging – companies can build powerful brands through storytelling techniques such as those found within StoryBrand’s marketing framework.
Ready to create a powerful brand that resonates with your target audience? Book a call with Results and Co. to learn how to create an aspirational identity that will help your business stand out from the crowd.
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