Aspirational Branding-What does THAT mean?

Let’s start by defining a prestigious brand. Does your brand promote a feeling of Aspiration? Better yet, does your brand have what it takes to kick start a movement?

How are you creating prestige for your brand, and what are you doing to influence your buyers?

Aspirational brands appeal to people who desire something better. They buy products with “prestige appeal.” From a business standpoint, businesses who sell products/services with prestige typically enjoy very high profit margins. When creating a Brand strategy, they will make ownership just out of reach for most people. Meaning, their buyers may need to aspire to engage.

On the other hand, an Inspirational brand is a product that’s produced to satisfy the wants or needs of everyday needs and desires. Basically, it’s a commodity like toothpaste or bananas. How do you inspire consumers to purchase a commodity product?

With an Inspiration brand, the logo on the label matters but does not align with the identity of the consumer. The product is commonplace. This applies to everyday things like orange juice, auto tires or coffee. The buyer believes quality varies across brands, but you have to shout to be heard above the noise in the marketplace through advertising and promotional tactics (i.e. direct mail, coupons or purchasing in-store display space).

The Absolute Opposite of Ordinary

The other day I received a direct mail piece that caught my attention. In fact, the skilled marketer who created this mailer “set the hook” so effectively that I have the brochure sitting next to my computer.

Yes, I’m kind of embarrassed to admit that I actually saved a piece of direct mail.

The tagline on the brochure says ” The Absolute Opposite of Ordinary.” Hmmm, I think.

This brand is obviously trying to distance itself from the commodity brand.

The product this company is selling has all the hallmarks of an aspirational brand. It is expensive. The brand is associated with quality. The products are rare and you don’t see many people using it. But when you do see this brand, the discerning eye takes notice. This is the perfect situation for an aspirational brand.

So I open-up the flyer and the first thing I note is the thick paper and high gloss printing. The photography used in the flyer is stunning – crisp in detail. The copy is minimalistic, so I can read it instantly. Here are some of the phrases they used:

“Discover the extraordinary details.”

“Take control.”

“We invite you to experience dynamic and distinctive driving, firsthand”

Well, if you haven’t guessed it yet this flyer was for a new model of car. But by the time I flipped to the 5th page of the flyer I was shocked by what I discovered. In my minds-eye the brand of this vehicle, Maserati, is out of my reach. But the “call to action” message in this flyer made me think differently….in fact, the arresting discovery made me think that I could aspire to own one of these vehicles. You see, the company is promoting a new model of Maserati that is priced lower to compete with mainstream luxury vehicles.

So all of a sudden, I’m their target market.

Exhilarating Performance is Just a Click Away

Your brand is at the core of what you do. What feelings or emotions does your business inspire in your customers? Think about how you present your brand, not just on your website but whenever you meet people, connect with them on social networks, or even in your direct mail flyers.

How are you setting yourself apart, making people aspire to own your product? What is it you do that makes you stand out from the crowd? Think about your brand around your unique strengths and go forth to generate a new level for your customer to aspire.

Bryan Edired 1Bryan Heathman is the President of Made for Success. He works with bestselling authors and consultants which have included the late Zig Ziglar, Donald Trump and John C. Maxwell in the role of publisher and marketer. Bryan is the author of Conversion Marketing, a marketing book on converting website visitors into paying customers. Bryan’s Fortune 500 experience includes working for Microsoft, Eastman Kodak and Xerox.

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