The more we identify ourselves with others, the more we are influenced by these others. 

The others, in this case, could relate to business. The more we identify with a business, the more we are influenced by that business. A sense of belonging, we’re saying ‘I am part of that crowd. They are like me.’

Big part of how we see ourselves, actually. This process is one we’re unconsciously doing everyday. We might say that we warm to some and feel repelled by others, and sometimes we can identify that ‘thing’ which makes the difference. 

Did you know this comes into branding too? So when we think about this influence, we want to attract customers who think the same way as we do – wanting to save the planet, supporting communities or whatever. So when you’re branding your business, think about what message you want to send out to the world. 

Similarly, when someone doesn’t find you a good match to their values, they go elsewhere to be with the crowd that does. But when your audience responds to that identity you’ve created, you attract more people just like you – ones sharing values, beliefs and so on. Makes life in business so much more meaningful, and dare I say easier too.

What does your brand stand for? 

Who would make a great fit to join your family?