Are we the brands we love? On how brands become icons.

What motivates us to purchase goods and services? It's a fundamental question that anyone who starts a business or manages a brand should be able to answer.

The Journal of Consumer Research published an article by Russell W. Belk in 1988 that yields a very interesting and enlightening perspective and helps us find some answers. Possessions and the Extended Self is the author's evocative title for his work. The article starts with the statement, "our possessions are a major contribution to and reflection of our entities." The concept of the expanded self is central to the research. Belk believes that goods, whether physical or intangible (for example, knowledge or membership in a group), help us build our perception of ourselves and contribute to the expansion of our identity.?

Possessions have always had a high symbolic value, representing the identity of individuals and groups in various civilizations. Evidence can be found in the fact that many cultures shared the custom of burying their dead with some of their most valuable possessions. Prof. Belk cites a fascinating study that theorizes that men and women had equal social status up to five thousand years ago and supports the hypothesis with two sets of evidence. At the time, the quality of graves was comparable for both sexes, and similar amounts of goods were discovered in the tombs.

Belk continues his research by providing insights into the meaning of self and explaining how identity develops not only at the personal level, but in at least four layers: individual, family, community, and group (ethnic, national, etc.). This is significant to consider: we exist as individuals seeking vital balance and as integral members of a larger community. And being a part of a community helps us to find meaning in our lives.?

Strategists should consider their brand’s role as social enabler and community catalyzer. A brand is more than just a promise to solve a problem; it is a symbolic construct through which people can express themselves and their identities. This is the metapersonal level that is served through a brand's expression of a vision or worldview.?Patagonia is a highly symbolic brand that serves those with an environmental conscience; Nike inspires us to find our greatness within; Ben&Jerry’s triggers our sense of justice. Estrella Damm, a local beer brand in Spain, provides an identity platform for those who identify with the Mediterranean lifestyle. The brand supported that way of living, thinking, and feeling for well over a decade with the series of advertisements famous for their claim: "Mediterraneamente."

Brand strategists should research their brands to discover the transcendent meaning they can provide, connecting the individual's identity to a larger ideal community that shares a set of values. This is not a generic desire, but a call from the market that has impact on the bottom-line of a company. According to research, the public is increasingly looking to brands for meaning, but brands often struggle to provide effective and credible answers. The result is that consumer engagement and loyalty are low for the great majority of brands and this brings soaring marketing expenses and reduced profits.

Understanding how we can better serve our public through brands requires decoding the relationship between our possessions (the goods and services we consume) and our identity. Strategists can develop their brands as identity icons and social enablers, thus serving their public at a deeper, meaningful level and thus establishing a profound relationship that competitors cannot tackle.

I am a brand strategist and I believe that business should help people to be happier. So I work with corporate and personal brands on a journey to the next level, with powerful strategies and inspiring narratives.?