Aspiration is about how special and desirable people feel your brand is. Any brand, in any category can be high on Aspiration. There’s something in making people feel excited about a brand; thinking that this is a brand to be seen in company with.
Performance is all about your brand’s delivery. Delivery against what has been promised; what is expected. If you say your brand delivers refreshment, then Performance will tell you whether people agree. It is the only Driver that changes its meaning according to the brand in question and its category.
This Driver is about providing for the wants and needs of the buyer. Does your brand have a purpose which in some way is beneficial? This isn’t just a matter of inventing something that fulfills a need. It’s more about how you take your product to people, making it the most Relevant in its category – because you understand the need most.
Clarity is a purposeful Driver and is about knowing exactly what role your brand plays in people’s lives. Ask yourself: what is your brand absolutely perfect for? What is your brand’s role in a buyer’s repertoire? Be sure to articulate your brand’s purpose inside your own organisation first. If you are not clear about who and what you are, the outside world will not be.
Connection is all about how a brand behaves and whether your consumers can relate to this. This is less about your innate proposition and much more influenceable by your brand’s responses and actions. Think about what your target market is motivated by and what are your brand’s behaviours around these?
This driver is all about doing the right thing, however this can ironically mean very different things. Your brand’s Integrity needs to spring from your brand’s core ethos. It must be unwavering and authentically true to that. Any brand with high levels of Integrity will be seen to have a real purpose and voice.
Value for Money understands the extent to which people feel that your brand is worth the money that they are paying for it. It’s an understanding of worth. It’s not simply about price. A premium brand can still be regarded as good value for money; so long as their brand justifies its cost.
Familiarity can sometimes be confused with Popularity, but they are quite distinct. Familiarity is all about consumers, themselves while Popularity is about everyone else. Familiarity is how much people feel they know your brand. It is not awareness – but refers to the depth of knowledge people feel they have about your brand.
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