Everyone has an ego. Everyone wants to feel good about him or herself. A lot of us do everything we can to reinforce our image of ourselves. Many of us spend much of our lives trying to reinforce what we think will make us look good to others.
Brands can win by helping to people express themselves in ways that reinforce their self-images.
Observing this US presidential race, it is clear that Donald Trump views himself as a winner and wants others to view him as a winner too. This is his path to self-esteem, perhaps together with being perceived as successful and rich.
But there are many paths to self esteem. Here are some of them:
- I am a good mother/father
- I am a good wife/husband
- I am a good person
- I am unique
- I have high social status
- I am rich
- I am frugal
- I am smart
- I have a very high IQ
- I graduated at the top of my class
- I am an intellectual
- I am pragmatic
- I am funny
- I am an amazing musician
- I am an amazing poet
- I am an amazing dancer
- I am an amazing [insert your passion or expertise]
- I am tough
- I am resilient
- I am beautiful/handsome
- I am stylish
- The way I dress turns heads
- I am a CEO
- I am a brain surgeon
- I am a [insert your profession]
- People really like me
- People fear me
- I am a very powerful person
- I have an amazing physique
- I am sophisticated
- I am a foodie
- I am well-read
- I am well-travelled
- I have raised amazing, well-adjusted children
- I live in a mansion
- I throw amazing dinner parties
- I am a kind person
- I am a compassionate person
- I am very religious
- I am very spiritual
- I have a winning smile
- I am very artistic
- I am a scratch golfer
- I won a trophy
And this list can go on and on and on...
The point is to determine who your brand's target customers are and, based on that, identify ways that it can reinforce their self-image and self-esteem. Good luck.
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