What drives our desires? | Branding Top Tips
Drives that influence human behaviour:
- The drive to acquire – to collect material and immaterial things, like a car, or influence.
- The drive to bond – to feel valued in the relationships we have with our communities.
- The drive to Learn – quench our thirst for knowledge.
- The drive to defend – protect ourselves, our employees or our property.
- The drive to feel – uplifting experiences like pleasure or excitement.
Whenever a group of people has an unmet drive, a market will form to satisfy it. The more drives your offer or product connects you to your customer, and the better you communicate those drives, the more attractive they will become. The same idea of “drive” can be applied to your businesses branding, ethos, logo and thought processes when selling yourself to your community.
Do you want your branding to instil a sense of desire? A desire to be part of a solution, or a willingness to be unique. Talking about your idea through visuals and words is a chance to express yourself. Building a brand is a chance to re-invent and show the world what you are about, a blank canvas where the possibilities are endless.
Branding your business is exciting and yet so hard if you are swimming in the mechanics of making it all happen. Like a knight in not so shiny armour, in steps the creative. A professional that can unlock your ideas, embellish and improve them, taking your concept to new heights you may never have thought of.
A well trained professional designer will view your business from an outside perspective and offer a fresh insight into the potential marketing possibilities it can offer to the outside, be it a tone of voice or visual identity.
Businesses want to be successful, be remembered, and recognised. Successful brands wish to acquire repeat business and want to live life alongside their customers. Car brands are an excellent example of this, continually re-inventing themselves with new models and features, always on the move, inspiring and innovating so customers’ value and desire their worth. The way a company is perceived, is an essential desire, not just to its customers, but also to itself and its staff.
These underlining facts and success stories make branding a vital part of setting up or revitalising any business. In our super visual and competitive world, our field of view is continuously given high-quality imagery with the mastery of the word. Without knowing it, we have developed an eye for quality and what is perceived to be desirable. Large corporates who spend big money on branding dominate the spaces with clever rhetoric and visual identities. Because of this, we think that good branding is so important and that cliche logos and expressionless straplines will be subconsciously re-buffed or discarded not only because our general perceived standard is high but because there is so much of it.
So, Banding top tip no.1. The starting point. Find out what drives the desires of your target audience, what makes them tick and tap into that way of thinking.