Most businesses know who their customer is. Far fewer understand who their customer wants to become. Yet that difference is often what separates an ordinary brand from an aspirational one.
What is an aspirational brand?
An aspirational brand is a brand that represents a lifestyle, identity, or future version of the customer that they want to become. People don’t buy it only for what it does, they buy it for what it says about them. The customer is often buying:
- Identity
- Status
- Taste
- Belonging
- Self-expression
- A vision of who they want to be
Aspiration doesn’t have to mean luxury. People can aspire to be healthier, more organised, more creative, more adventurous, more environmentally conscious, or simply more confident. The aspiration matters more than the price point.
If I’m not an aspirational brand, where do I fit?
The opposite of an aspirational brand is usually a functional, practical, or value-driven brand. These brands are chosen primarily because they solve a problem efficiently, not because they represent an ideal identity.
Functional Brand. The customer thinks: “I need this to do a job.” People rarely buy these to express who they are. Examples: Duracell batteries / BIC pens.
Problem-Solution Brand. The customer thinks: “I have a problem and need it fixed.” The motivation is relief, not identity. Examples: Dropbox, Nurofen.
Value Brand. The customer thinks: “I want the best value for my money.” The promise is affordability and practicality, not status. Examples: Aldi / Home Bargains.
| Brand Type | Customer Buys |
|---|---|
| Functional | Utility |
| Problem-Solution | Relief |
| Value | Savings |
| Aspirational | Identity |
How to be an aspirational brand?
When building a brand strategy we always look in great detail at your customer. Understanding them is pivotal in ensuring that all parts of your business- from your creative design and marketing to products and processes – align with what they need to see, hear and experience. We look at their lifestyle, life stage, other brands they naturally gravitate to, what their worries are, and what problems they are struggling with or what is lacking in their life that your business aims to solve. This information combined paints a really rich picture of exactly who they are and why they need you specifically to help them.
Whilst it might be easy to think you’ve defined who that customer is so that is who you should visually represent, there is a step still to take for businesses who want to sit in the aspirational category of brands.
This customer is who they are and where they are today, but they ASPIRE to be someone else. Maybe literally or maybe in fantasy. Their real goal could be the full lifestyle, or it could be just a taste that fills that void. This is about how they want to be perceived by the world, and how owning this product or being part of a brands services gives them that identity. The mistake many businesses make is designing their brand around who their customer is today. Aspirational brands are designed around the customer’s desired identity. The customer may currently be overwhelmed, but wants to feel organised. They may be inexperienced, but want to feel confident. They may feel ordinary, but want to feel distinctive. The brand becomes a bridge between the two.
Let’s look at this concept brand ‘Root & Roast’. The first example is Value driven. It has some clear visual indicators such as eye-catching bright contrast colours, product focused imagery and messaging about price and product. The second is an Aspirational brand. From it’s messaging it’s clear this is for people looking to make a life change, to slow down their morning, become more mindful and intentional and the creative supports this with calm, complimentary colours, lifestyle photography that barely even shows product and graphics that challenge convention, making you tilt your head, perhaps to stop for second.
Neither approach is bad or wrong; they’re simply designed for different customers and different buying motivations. That’s why understanding your audience’s aspirations, priorities and decision-making process before you begin your branding is so important. A brand can only become aspirational when it’s built around who the customer wants to become, not just what they want to buy.
Most successful brands contain some aspiration
Even highly practical brands often have a small aspirational layer. For example; IKEA sells affordable furniture, but also the aspiration of a stylish, organised home. Patagonia sells outdoor clothing, but also environmental values and adventure. Nike sells sportswear, but also achievement and athletic identity. The strongest brands often combine: A practical benefit. An emotional benefit. An identity benefit.
So if you want to have an aspirational brand, don’t just look at your customer at surface level, look deeper into their emotional needs. Figure out what it is they truly desire and dial that up across your creative, marketing, product offering and services. They need to believe you can give them something that is fundamental to what they are missing and who they want to be. The strongest brands don’t simply solve problems, they help people become a version of themselves they value more. The clearer you understand that transformation, the more aspirational your brand becomes.