How To Build Aspiration with Communication

The Relationship Between Aspiration and Communication

Aspiration is notoriously nebulous. It’s an art to create a brand that really gets people excited, and that makes them want to be a part of it. Communications is one of the key ways to create Aspiration around a brand, as it’s able to capture the emotional power of a brand to pull people in.   

To improve how much people desire your brand, consider the following guidance:

1. Make sure your design is aesthetically stimulating and premium. Whether that’s going scandi-style, Gucci, or Chanel, make sure that what you’re doing feels limited, exclusive or sleek. People want to feel proud of the brands they buy and to use them to show off their own great taste. Be a brand that they can be visually proud to own. When in doubt, simplify the design and color palette, and add small, unique details.  

2. Associate yourself with Aspirational scenarios. In your communications, try to show people how your brand is desirable. Is there anything in your category that people look up to – perhaps a person or a place? Find where the Aspirational cues are and use them to communicate. Try to borrow equity for them, and halo it onto your brand. Make sure it feels authentic though, or risk undermining your premium vibe!   

3. Build hype using scarcity. How can you create a feeling of exclusivity around your brand? Consider doing limited releases, “drops” a new product and releasing the brand through a prestigious partner. Show people that they have limited time, or opportunity, to get their hands on the brand, and the buzz around the brand will skyrocket. The communication of this alone will drive Aspiration massively.

4. Partner with other brands that are Aspirational. Doing brand collaborations is a great way to not only access a new market, but to borrow some of their credentials. Consider partnering with a brand more desirable than yours to create something only you two could. Make sure that the brand is strategically aligned and that the purpose of the partnership is clear. Otherwise, people may become confused, and it could undermine the brand. Another way to achieve this is through sponsorships.

What should you do next?

• Identify the Aspirational cues in your category and use them in your communications
• Collaborate with more Aspirational brands than yours in other categories, with clear purpose.
• Sponsor events with an Aspirational feel.  
• Build buzz around the brand by creating a limited opportunity to access new products, and communicating them heavily.
• Ensure that your brand has a premium design and visual language.

How to determine if it’s working.

• Your Aspiration driver will increase as people see your brand as more desirable.

• People will talk more about what you’re doing online. They will discuss how to get you, and the latest things you’ve done.

• People will be willing to pay more for the brand, as they feel they are getting status in return. There is likely to be an increase in the Value for Money driver, as a result 

   

  Guidance from:
  Searsha Sadek | Head of Brand Partners, ProQuo AI
  
  Searsha has always grown brands in advertising agencies: from haircare and frozen food to spirits and streaming services. She focussed on how communicating explicitly and implicitly is key.