Discover what is meant by an aspirational brand and learn from some of the best examples to enhance your business’s reputation and online presence
The idea that a brand can lead organisational change and impact consumer opinions appeals to all businesses, big and small. Reaching these heights is what transforms an ordinary company into an aspirational brand.
Because today, consumers look to their future and strive for more to become better people. And this is the same for businesses. After all, aspirational brands are memorable. They inspire, generate ambition, and fabricate positive emotional and physical reactions from their consumers and clients.
But what does it take to become one?
Read on to understand what we mean by aspirational and discover some of the best inexpensive examples to inspire your branding.
What is an aspirational brand?
The definition of an “aspirational brand” can be divided into two categories:
“Aspirational brand”
We believe this title has loose grounds to define a brand that motivates, inspires and produces ambition from its followers.
“Aspirational branding”
Aspirational branding is a marketing term that defines branded goods that people desire for overall quality and expense.
We see this strategy price a product or service out of the reach of most customers who want it, creating a pool of people who long to buy from the brand in the future.
The ‘My Possible Self’ app allows us to input our daily moods, as well as access a whole host of services to support our wellness, even counselling! The logging of our daily moods provides HR and our Head of Happiness with a way to review patterns and address any unmet needs.
Interestingly, aspirational consumers make up a whopping 39% of the global population. So, businesses need to curate a brand that evokes this desired feeling.
In marketing, aspirational brand strategies re-position a brand within a marketplace. Sounds pricey, right? Wrong.
At Design in the Shires, we believe that you can achieve this without pricing yourself out of the market. Let us explain.
Can you be an aspirational and affordable brand?
We all strive to be the best we can be. But to do this doesn’t have to cost the earth. Knowing your worth as a brand and what you want to represent can make all the difference between a good brand and a great one.
Some of us will look to lavish designers and big businesses for inspiration, displaying an aspirational lifestyle and image to its consumers at high costs.
Take Dior J’adore’s lavish TV adverts for example. You know, the one with actress Charlize Theron dressed to the nines in gold. This marketing strategy positions this product and Dior as luxury and desirable.
“The dreamy and desired scenario of being admired with confidence comes from the simple spray of that fragrance.”
Aspirational brands are powerful, unique, and easy to identify, with a clear vision of making an impact with authenticity.
From a business perspective, aspiration can mean the quality of service they provide. For example, over half of all SMEs (52%) said their businesses exist to make a difference in their customers’ lives and to provide better customer service.
This approach makes a brand aspirational without costing them the earth. It also enables them to look to the future with a vision of change over expense and desire.
The 5 best brand aspiration examples
Now we have some clear definitions and principles for aspirational brands and branding, let’s share some inspiration. Here are five of our favourites, all for different reasons.
1. Bumble
Bumble has changed the online dating game by empowering women with a fresh approach.
This feminist-themed dating app was designed to challenge the antiquated ‘rules of dating’ and encourage those who identify as women to initiate communication with men they match.
By thinking differently from other dating apps and making a change, Bumble has created an aspirational brand status through an innovative and relevant interpretation of dating suited to modern society.
2. Disney
A giant to inspire any brand.
Not only does Walt Disney have such a cohesive and recognisable identity, but it’s also captivated a global audience who buy into their magical, family-orientated values at any cost.
With a captivated and loyal worldwide following, Disney has created a world worthy of a place in our solar system. If that can’t inspire your branding. We’re not sure what can.
3. Dollar Shave Club
This American-based shaving brand has created a brand identity based on humour and a relaxed tone of voice to appeal to its target audience more directly.
Placing themselves in a unique and aspirational position, Dollar Shave Club has chosen to stray from using the ‘traditional’ models we expect to see from such brands. Instead, they have broken down these expectations, using alternative, ‘everyday people’.
4. Uber
Uber is a well-known ride-sharing service launched after the company’s co-founders couldn’t get a taxi in Paris over a decade ago during a snowstorm.
A simple yet successful idea spawned from the thought: “What if you could request a ride right from your mobile?”
With safety, ease, and customer service at the forefront of their business, they stand out from traditional taxi and cab competitors. And without owning a single vehicle, Uber prove that aspirational brands are born through forward-thinking ideas and user-friendly software.
It just goes to show that the simplest of ideas can sometimes be the greatest!
5. Zendesk
In an industry as crowded and busy as tech, it can be hard to stand out from competitors.
Balancing humour with professionalism is something that, when done well, works effectively. Zendesk has nailed this on their social media, using casual and informal language that best suits everyday conversations.
Aspiration not only comes in the form of pursuing the premium. It can also represent the boldness to be different!
How to become an aspirational brand
An aspirational brand doesn’t just happen. It takes time and a well-thought-out plan.
Knowing how to elevate your brand from ordinary to extraordinary will come with an implemented aspirational brand strategy.
To create a brand with a sense of inspiration, you need to execute the following three things correctly:
1. Start with a clear value and proposition
To gain aspirational brand status, you should start by thoroughly understanding what makes your brand unique and what makes your customers value you the way they do.
Because branding is more than just having a great logo and website design. In today’s image-centric and symbolic society, you’re arguably creating the most valuable asset of your business that will help you grow and thrive
Carrying out a brand audit will help you outline your key customers and competitors. Essentially, the more you know about your brand, your target audience, and how you are different, the easier it will be to communicate your brand to the rest of the world.
2. Define a brand strategy
This stage is where the development of your brand begins. We recommend breaking the strategy into three parts to define a promising end identity:
Purpose
As previously mentioned, you can be an aspirational brand without being expensive. Here, think of your purpose and deeper brand story outside of turning in a profit.
It is essentially the why behind your brand’s existence.
So, ask yourself, “why does my brand exist?”
Consider what makes you different and powerful and communicate that message. Even better if you can condense it into a simple slogan.
Positioning
To position your brand, you need to narrow down your target audience. Knowing your customer demographic will help you determine what they long for. Determine this and bingo! Now you have what they find “aspirational”.
Persona/tone of voice
Your brand’s personality should highlight your values and attitudes and set the tone for your business.
Developing a brand persona makes you authentic, reliable, and relatable to your target audience. So much so, 86% of consumers say authenticity is important when deciding what brands they like and support.
To build a coherent and authentic brand personality, you must establish meaningful and distinctive characteristics that are true to you and what you put out. Then you will establish the blueprint for consistency.
3. Design an identity to match your branding strategy
Your brand strategy comes to life when you create your brand guidelines, messaging, and visual elements. So, establishing an aspirational brand relies on your brand identity fitting alongside your initial brand strategy.
A well-designed brand elevates your business to new heights, making it more recognisable and memorable to consumers. Use these three stages, no matter what the size of your business, and create an aspirational brand with a purpose.
Become aspirational with the help of a branding specialist
At Design in the Shires, we believe every business has the potential to become an aspirational brand with the right branding strategy and execution.
Average design and ordinary digital marketing don’t cut it with us. We create striking designs and produce high-quality marketing content to ensure your brand gets noticed.
So, whether you need to map out a clear branding strategy from scratch or are looking to rebrand, we’re here to help.
Get in touch and speak to a friendly member of the DITS team today.
