The human mind has a basic psychosocial need to own and present a unique identity.
It’s an evolutionary thing.
Thousands of years back, humans formed tribes: collections of people who combined sets of unique capabilities to survive and thrive. Then, getting and keeping a place in the tribe was critical to sustaining life. Secured and sustained only if an ongoing use to the tribe was plain.
Worth to the tribe was shown by presenting identifiable characteristics and personal strengths to the grouping. Identity within the tribe also helped its complement to forge the critical intra-community alliances that ensured an enduring role in the tribe – and the personal networks to succeed within it.
Not much has changed. True, the tribes of nowadays are more nuanced, fragmented and interconnected by the forces of contemporary life than earlier ones. And 21st century beings prioritise finding and keeping work, picking a partner, and sustaining a social network far higher than warding off sabre-toothed tigers and gathering berries. But the encoded principles of identifiability are just as crucial to human co-existence as ever.
So, humans continue to signal who they are. And remain as conscious about what actions, connections and possessions say about them to the tribe as much as they did millennia back. People signal often. Through appearances, values and associations that show up in everyday behaviours. And by what they acquire. And why, how and from whom they buy.
Identifiability still governs much of human behaviour and choice-making. And it’s this bit that so many product-focussed business owners miss. By miles. So bland and failing brands persist.
Sure, humans act to solve problems. Life depends on it. Which is why the problem resolution elements of a brand story are essential to a narrative’s success. But a brand story that neglects the identity alchemy won’t fire up the emotional neurotransmissions that get the commitment of the heart.
The flip side of the brand story equation – the identity part – is the real powerhouse. The part that deals with the anthropological ‘what does this choice say about me’ bit. Bind the identity parts of the brand story with the problem-solving pieces. Then the mind’s unconscious thoughts are yours to own and influence.
The world has changed much. And sabre-toothed tigers have long gone. But the ancient identity rules continue to play a crucial role in the workings and decision mechanisms of the human mind. And the threads and fabrics of modern society and markets.
You can be sure the minds that you and your rivals are after, care a lot about their identity. Make sure you care more about choosing yours.
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Count on Brand Story to craft a compelling marketing message for your business. Connect with us to find out how we can help you move more minds and money in your direction. Email us at info@brandstory.co.za or call us on +27 83 2510716 to explore options.
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