A brand is a symbol by that people can use to create, learn, and develop their beliefs about life; a brand is like a culture. The brand is meaningless by itself, but people can use it as a means to represent a set of signs and rules that demonstrate how people differ from one another. If you want your brand to connect with other people then you must provide this brand with a meaning.
It is natural that a company wants to make a profit, but it is also vital that a company has a good understanding about its core values and beliefs. There needs to be awareness about the meaning and value their product has in society and to feel passionate about these products. These values and beliefs need to motivate every decision that the company makes. The beliefs and values are transmitted through the brand, and this is the whole purpose of having a brand.
For the brand message to be successful it must be consistent. Where there is real honesty and sincerity behind a brand this causes customers to be attracted to it and become passionate followers; this is due to the fact that they share the same values and beliefs and feel ownership over them. This leads to the brand becoming part of their identity and the culture surrounding the brand will become part of their life. For example, if the brand stands for quality and style then the customer will also feel these qualities within themselves and there will now be a strong and meaningful relationship between the brand and the customer.
People are always looking for a feeling of connection and a sense of belonging
People mostly want their life to have meaning and to do the moral thing; they often feel the need to contribute and make a difference in the world. They want to be associated with brands that think about life in the same way as they do. An example of this is free range eggs; people will pay a lot more for a product if it represents their hopes and aspirations.
An example of a company that lives its brand values is Johnston & Johnston. This company really demonstrates a great deal of interest in the welfare of its consumers. These values influence all the decisions the company makes and this has led to a strong sense of loyalty from employees and consumers who want to be associated with the brand.