Identification: The Breakfast of Marketing Champions

Great things come in threes. They’re easier to remember that way. Like Tom Asacker’s  three primary brand relationships from his book A Clear Eye for Branding.

It goes like this, from weakest to strongest:

• The bottom tier is compliance. I buy your product because it’s the only one or because you give me a coupon.
• The middle tier is identification. I buy your product because I identify with the celebrity you use to promote it.
• The top tier, the pantheon of brands, is internalization. I buy your brand because its values mirror my own and you are now an integral part of my life.

As marketers, we ought to aspire to at least that middle tier: identification. It has its risks, e.g. your superstar spokesperson gets caught doping or living in a way counter to the brand image.

But it’s worked for Wheaties over the years. With heroes like Kevin Garnett, Jackie Robinson, Mary Lou Retton and, my favorite, Bruce Jenner, gracing the box, it’s hard to go wrong.

No matter your product, there is a way to make it identify with your audience through someone they know and/or relate to.

Lest you say, “I don’t have the dough-re-mi to pay a superstar,” consider this: It’s not just celebrities. The concept of identification works with “real” people, too. Think about how to unlock the power of testimonials and endorsements from people who will get your prospect’s attention.

It’s the emotional connection they feel, coupled with the association between your brand and the endorser’s perceived success that increases loyalty among your targets. It might be Michael Jordan. Or it might be the next, as yet undiscovered, Rachael Ray.

This might not be the right strategy for you. Drop us a line if you need help thinking through it.

And keep reaching for the top tier, where your brand’s values mirror those of your target such that he or she internalizes them and believes there is no alternative to you. This requires a relationship based on communication and outreach. Don’t expect them to come to you.