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The secret life of brands: how they shape who we are
Design Buddha
August 28, 2024
Let’s talk about the impact brands have on each of us. And yes, that does include you whether you realize it or not. Sure, pop culture revolves around brands but this spills over into B2B too. The obvious aspects of a brand logos and color palettes are also sneaky little identity shapers. They influence who we are, how we connect, and what catches our eye.
The Brand in the Mirror
Brands play a crucial role in how we relate to others. They can serve as badges of belonging, helping us identify and connect with like-minded individuals. Remember the Mac vs. PC commercials? Did you identify as one or the other? Or Nike vs. Adidas? Ford vs. Chevy? That’s a brand shaping who you are. Apple was smart when they introduced white earbuds with the iPod. You instantly knew what that person was using.
Brands don't just sell products; they sell stories, values, and lifestyles. When you choose a brand, you’re often choosing a tribe. Kind of like picking your favorite sports team and wearing their logo. (There’s a reason merch is a huge business).
In our B2B space, your logo isn’t just to mark your website, it’s a beacon for like-minded professionals. Are you an innovative disruptor or steady steward. Your brand tells that story before you even open your mouth.
Brand as social shorthand
When you spot someone with the same brand of laptop as you at a coffee shop, do you find there’s an instant connection? Are they someone like you wearing a hip t-shirt using an Apple? “Ah, you think, another creator.” Or maybe you wear the Silicon Valley Blue Oxford and use a PC “Oh, another tech industry pro!”
In B2B, this translates to creating a brand that fosters a sense of community. When your clients use your product or service, are they joining a movement? Are they part of an exclusive club of forward-thinkers? Like those that adopted Salesforce early on when Oracle was the standard?
We see the world through brands
Brands shape what we notice and value. They train our eyes to spot certain aesthetics, our ears to perk up at certain sounds They even influence what we consider professional, innovative, or trustworthy. And then trends follow. There’s a reason many coffee shops no matter where you are in the world have concrete floors, white walls and subway tile with some raw wood accents. It says “I’m a cool coffee shop.”
For B2B brands, this is crucial. Your visual identity, your tone of voice, even your email signature – all of these cues tell your audience what to value in your industry. Are you setting the standard, or following it? Some industries are certainly more forward thinking than others. Look at how similar SaaS companies’ websites look; in the burgeoning AI sector, there’s currently a wide use of purple. Other industries, like Construction, are much more conservative.
The Value Proposition
Finally, brands influence what we value, both literally and figuratively. They can make us willing to pay more for a white t-shirt with a small logo or choose one software over another because it feels more "premium". Price is a signal. It isn’t just about suggesting the value of the product but also the status with being associated with the product.
Value isn't just about price. It's about aligning with your customers’ aspirations. Does your brand make them feel secure? (fear IS the biggest emotion in B2B) Or does it make them feel ahead of the curve and cool? That's the real value proposition.
The crux of all this is that your brand has the power to shape perceptions, create connections, and influence values. We all know brands that have taken advantage of vulnerable groups. Use your power wisely and intentionally.
When you set out to build a brand that matters you're not just designing a logo or writing a tagline. Done well, you're crafting an identity that your customers will want to adopt as part of their own.
This week’s kickstart
Take time to evaluate how your brand impacts your customers and approach the brand-identity relationship thoughtfully:
Are you creating a brand that truly resonate with your core beliefs and aspirations?
Are you building a community that encourages positive connections and personal growth?
Embrace authenticity: Create marketing that celebrates genuine human experiences rather than unrealistic ideals. You’ll set your company on a path to build long-term sustainable value.