Updated: May 27
Global consumers are increasingly sophisticated and discerning while scrolling through social media. Sure they want to purchase products that will enhance their lifestyle; but they need to know WHY you sell what you sell, HOW it benefits them, WHAT actually stands out from the rest, and WHO else is finding value in it. They want curated experiences that help shape who they want to become. And at the end of the day, serving others is the most honorable thing we can do- offline and online.
For starters, let's do a quick word study. Aspiration is, "a hope or ambition of achieving something." Whereas inspiration is, "the process of being mentally stimulated to do or feel something." In essence, we can promote either: ambition vs. stimulation; action vs. excitement; long-term vs. short-term. It takes a great deal of introspection and hard work to build relationships that will engage with, refer to, and give credit for a job well done.
Back in 2005, I witnessed the undeniable power of a aspirational brand marketing strategy. One of my first corporate partners was a premium fitness gym based in New York. Since its founding in 1991, this company has expertly defined their luxury-lifestyle brand by searching out high-performers who want to maximize their own potential. They determined that their target audience wants more in life, tends to be more career-oriented and opportunistic, and wants to align with a brand that serves them with a 360 experience. Every move, every offering, every pivot in their portfolio was done with this specific end-user in mind. They have the most loyal clients in the fitness club industry, and their clients are willing to follow them wherever the next venture may go.
What can we learn from this luxury-lifestyle brand? They teach us that an aspirational brand strategy contributes to culture at large. Which means building a culture around your existing personal brand that reflects your follower's physchographic + demographic data will differentiate your product or service from the rest- when she's ready to invest.
I learned early on that aspirational brand marketing could allow me to sustainably grow my business through high's and low's of the marketplace. I believe if we all begin to redevelop our strategy beyond traditional demographics, we can actually move the needle in a favorable direction, fairly quickly. Now, it's your turn. What are your thoughts?