👋, I’m Kimberly. I’ve been creating obsession-worthy brands for the past fifteen years. And now, I’m giving away my secrets every week in this newsletter.
Last week on a rainy SF afternoon, I was working from As Quoted—a fancy coffeeshop in the tony Presidio Heights neighborhood of San Francisco where $30 buys you their trademarked As Quoted Tumeric Latte™ and a salad consisting of mainly a variety of types and textures of herbs (protein will cost you extra).
The streets around the neighborhood boast fancy clothing boutiques, high-end furniture stores, and many storefronts for interior design agencies. So when I saw a designer consignment store nestled in between an eco-dry cleaner and a wine-tasting room, I wandered in—thinking that this was exactly the type of neighborhood where you’d find amazing pieces in a consignment store, with all the fancy ladies and their fancy things. And I was right. The moment I walked into the store, a yippy white Maltese greeted me, as did a display of Gucci purses, Prada coats, and Jimmy Choo shoes.
And from this sea of brand-name luxury, one particular piece immediately caught my eye: a red leather Burberry trench coat. For context, red is my favorite color and I have what I fully admit is a bit of a coat problem. This coat was beautiful and unique and seemingly made for me. But even at a consignment price—the coat was expensive.
As I tried it on, the saleswoman in clunky heels clip-clopped over.
“We JUST got that coat in yesterday. It’s so different!”
“Oh, just yesterday? It’s amazing—I love that it’s different.”
“It’s classic Burberry and also very unique. A little old French woman brought it in. She’d had it for years and years—it was from a limited collection that Burberry did to celebrate Bastille Day; she said she just had to have it when they made it. It’s been altered a few times, so it is smaller than the size on the tag. She loved it so much she said she kept getting it altered down to fit her every few years, as she got smaller as she grew older.”
As Clunky-Heeled Saleswoman told me this story, I immediately created a story in my head. I saw this sweet and posh French woman wearing the red Burberry trench coat through the years, to events and dinners, and even to the grocery store—because she was that kind of old lady. I saw her bringing it into the tailor to lovingly have it altered so she could continue to wear it. And I even saw her back when she first bought it, her first big designer purchase and a celebration of her heritage and her fiery spirit.
This story, as told to me by the Clunky-Heeled Saleswoman, immediately imbued this already luxurious red Burberry trench coat with significantly more value to me as a customer. And it got me thinking about all the ways that we as branders and marketers add value to products.
All brand builders are in the business of making commodities aspirational.
We take everyday objects that people pay money for—everything from fashionable objects like trench coats to functional objects like pens—and give them more value by virtue of the things we attach to the objects. There’s an art and a science to making commodities aspirational, starting with…
Defining Aspirational for Your Audience
As we think about how to make commodities aspirational, it helps to define what aspirational means to the audience for your brand. What is aspirational for the quiet luxury consumer might be very different in look and feel from what is aspirational to the eco-conscious consumer. One of the exercises I always give my brands involves creating a vision board through the lens of their target consumers: what does this person’s ideal life look like—from an aesthetic, emotional, and functional point of view?
And while you’ll find that these vision boards vary widely—one element connects them all: The Desire for Status.
The type of status and the markers of this status will be as different as the audience’s vision boards. But everyone feels The Desire for Status in some way.
As you define Aspirational for your audience, you should also break down their Desire for Status. The Desire for Status is composed of three elements that you as a brand should be aware of and know how to speak to for every product you launch:
1. Achievement
What It Means
This refers to the desire to accomplish goals or reach a level of proficiency in various areas of life. Achievement can vary greatly depending on individual values and societal norms.
How Brands Should Think About It
What does achievement look like for your customer? It can be personal. It can be community-based. It can even be an achievement for the world, like ending global warming that they feel like they contributed to in some way by engaging with your brand or product.
2. Social Prestige
What It Means
This is about the respect, admiration, or high regard that a person or group is held in by others. People in your audience’s current or desired social circles should look at a person differently because of your product, and it should give them a more favorable impression that is appealing for a specific reason to the social groups about whom they care.
How Brands Should Think About It
Which people and groups does your customer care about? Who do they want to like and respect them and give them accolades? And what are the things most important to those people in groups? Now that you understand the groups—think about how your brand or product could help your customer gain entry.
3. Material Success
What It Means
This is often measured in terms of wealth, assets, and possessions. It's the most tangible of the three and is typically quantified by financial metrics like income, property, or luxury goods. Material success is often visible and concrete, such as owning a successful business, having a large house, or driving a luxury car. A person does not need to be traditionally materialistic to desire some level of material success.
How Brands Should Think About It
Define what material success means to your customer. Be as specific as possible. Then, think about ways that your brand or your product can help directly or indirectly drive your customers toward this success in a way they will recognize.
Once you know what Achievement, Social Prestige, and Material Success look like for your customer—you’re poised to begin adding value to your commodities in a way that will line up with their Desire for Status and make it Aspirational by...
Adding Value with My Three S’s:
Story, Symbol, and Status
Think of my Three S’s as your aspirational value-added toolkit. Every commodity you sell should include them to make it as desirable as possible. And while brands might lean more heavily into one or two of these S’s, all brands should be exercising all three.
Add Value With Story
Adding value through Story means that you purposefully associate a narrative with your product or service that will enhance its emotional, cultural, or experiential appeal. If the Story is appealing to your target audience, the Story and the world the Story creates immediately fuse with the commodity in people’s minds, to the extent they are inexorably intertwined. The most powerful Stories align with an aspiration and include enough detail to activate our imaginations and create a core memory around that product.
Here are a few ways that you can add value with Story.
Emotional Engagement: When a Story makes the consumer feel an emotion, it creates a personal connection between the consumer and the product.
Example: A product that comes with a Story of how it was crafted by artisans in a remote village can inspire feelings of empathy, admiration, and a sense of connection to those artisans and their culture.Heritage and Tradition: Products that have a rich history or a connection to a tradition can gain added value through Stories.
Example: A wine brand might emphasize its centuries-old vineyards and winemaking traditions, adding value through a narrative of heritage and continuity.Brand Identity and Values: Stories can be used to communicate a brand's identity and values, making the product about more than just its physical attributes.
Example: A clothing brand that tells stories about its commitment to sustainable practices and ethical labor conditions adds value by aligning its products with these social and environmental values.Unique Origins or Creations: A product that has a unique or interesting origin story can stand out in a crowded market.
Example: A startup might share its story of being founded in a college dorm room, adding a narrative of innovation and determination that can be appealing to consumers.Customer Stories and Experiences: Incorporating stories of how customers have used or interacted with a product can also add value. These stories can serve as testimonials and provide real-life examples of the product’s impact, making it more relatable and desirable.
Example: A skincare company that treats acne might show the before-and-afters of a real customer alongside her personal story.Mythology and Symbolism: Some products incorporate elements of mythology or symbolism in their stories, which can resonate with consumers on a deeper, sometimes subconscious level.
Example: A jewelry line might use symbols and stories from ancient mythology, giving each piece a sense of mystery and timelessness.
Adding value through Story transforms a product from a commodity into something with character, depth, and emotion. Think about how you can weave a narrative that resonates with the consumer, making your product not just a physical item, but a piece of a larger Story that they can connect with and become a part of.
Add Value With Symbol
Adding value through Symbol means that you strategically associate your product or service with a representation of something significant to your audience. Symbols often draw on cultural, historical, or societal elements that are widely recognized and respected. The aim is to create a perceived value or emotional connection in the mind of the consumer that goes beyond the physical or functional attributes of the product itself.
Here are a few ways that you can add value with Symbol:
National Flags or Symbols: Products that feature a national flag or symbol can gain added value due to the patriotism or national pride associated with these symbols.
Example: Products branded with the American flag might appeal to American consumers due to a sense of patriotism, or Italian flags on culinary products can suggest authenticity and quality in cuisine.Cultural Icons or Heritage Sites: Incorporating images or themes from famous cultural icons or UNESCO World Heritage Sites can add significant value.
Example: A travel bag featuring an image of the Eiffel Tower might appeal to consumers due to its association with Parisian chic and romance. Similarly, products that incorporate Native American symbols or African tribal motifs can draw on the cultural heritage and artistic value of these communities.Celebrity Endorsements: While not directly created by the brand, associating a product with a celebrity can greatly enhance its value. This is because the product becomes linked with the qualities that the celebrity represents, such as glamour, success, or attractiveness.
Example: A sneaker brand worn by a famous athlete might become more desirable due to its association with that athlete's success and popularity.Historical Events or Periods: Associating a product with a significant historical event or period can add value through a sense of nostalgia or historical significance.
Example: A watch that commemorates the moon landing might be valued for its association with this historic achievement, or fashion inspired by the Roaring Twenties can evoke the glamour and excitement of that era.Environmental or Social Causes: Associating a product with environmental conservation or social justice causes can enhance its value to consumers who are concerned about these issues.
Example: Products that carry symbols indicating they are environmentally friendly, such as the recycling symbol, can appeal to eco-conscious consumers.Religious Symbols: Products that incorporate religious symbols can attract consumers who hold those beliefs or values.
Example: Jewelry with a cross might appeal to Christian consumers, or fashion items with Buddhist symbols might appeal to those who practice or respect Buddhist traditions.
In each of these examples, Symbol contributes an additional layer of meaning or value to the product, often tapping into deep-seated cultural, emotional, or social values.
Add Value with Status
Adding value to a product or service through Status involves leveraging the concept of social standing or prestige to enhance the perceived worth or desirability of the item. This method of value addition is based on the idea that owning or using the product confers a certain level of social esteem, exclusivity, or distinction upon the consumer.
Here are a few ways that you can add value with Status:
Conferment of Prestige: Products associated with high status are often seen as symbols of success, wealth, or social position. When consumers purchase or use these products, they may feel that they are attaining a part of the prestige or status associated with them. This is particularly evident in luxury brands, designer clothing, and high-end automobiles.
Example: Wearing a classic Chanel flap bag is an immediate marker of affluence.Exclusivity and Scarcity: Rare, limited edition, or hard-to-obtain products typically carry higher status. The exclusivity of these products makes them more desirable, as owning them signals that the individual belongs to an exclusive group that can access such items.
Example: Limited-run luxury watches or designer handbags that are produced in small quantities can be highly sought after for their status value.Association with Elite Groups: Products can also gain status by being associated with elite or admired groups. Consumers might buy these products to emulate or feel connected to these elite groups.
Example: A brand of suit that is known to be worn by successful business leaders or a type of car driven by celebrities can gain status through these associations. The products themselves do not need to be expensive to fall into these associations, as seen with the original Allbirds sneakers and James Perse hoodies which were early markers of the successful Silicon Valley tech/VC crowd.Marker of Achievement: High-status products can also serve as markers of personal or professional achievement. Acquiring such items might be seen as a milestone or reward for one's success, thus adding value through the sense of accomplishment they represent.
Example: Purchasing a luxury car or a high-end watch might be a way to celebrate a career achievement.
Status-based value addition often works on the principle of social signaling, where the product acts as a visible marker of a person’s social status, taste, or success. This is particularly influential in social contexts where such signals are valued and recognized. Overall, adding value through Status is about the social and psychological benefits that come from the product’s perceived position in the social hierarchy. It's less about the functional aspects of the product and more about what owning or using the product symbolizes in a social context.
And Now Back to That Burberry…
As the Clunky-Heeled Saleswoman described my Burberry coat to me, she added value through all of my Three S’s:
Story: The tale of the tiny French woman who wore it for years and kept altering it to size it down painted a clear picture in my mind. It made me smile. It made me feel warm. And it made me feel the love that this woman had for the coat, which I could now carry with me as well if I wore it.
Symbol: The coast boasts the classic Burberry silhouette and logo print on the interior, both of which are so established at this point that they can be considered culturally iconic. Also, knowing that the coat was designed as a special celebration of Bastille Day gives it historical significance.
Status: This coat was only made for one year by Burberry. It is rare and exclusive—in addition to it being from a luxury brand that confers prestige. It can also be seen as a marker of achievement: an exciting find uncovered by perusing the racks at a small consignment store rather than buying new from a store where just anyone could add it to their cart.
In case it isn’t obvious by now—I bought the coat. And I will wear its Story, Symbol, and Status with pride.
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I help founders create the kind of brands that get customers so obsessed, they’ll do your advertising for you. Based on my experience founding my own consumer brand, I developed The Branding Sprint—a uniquely collaborative, streamlined, and agile approach to brand creation. Click here to learn more about The Branding Sprint, shoot me an email at kimberly@brandsthatgetyou.com, or schedule a call.
More About Me
I’ve created indie darling brands (Biossance, Patchology, exa), developed Fortune 500 brands (Netflix, Gap, Wyndham), rebranded global brands (Crabtree & Evelyn, Paula's Choice), founded my own DTC brand (Archer), and run in-house teams for brands (Sephora).
My work has won over 80 awards—including Clios, Addys & 30 Under 30. And I was recently named one of the Forbes Next 1000.
I earned my BA and MA at Stanford, where wrote my thesis on the negative mental effects of gender stereotypes in advertising. And today, I devote 100% of my time to working with founders who are 100% committed to using their brands’ impact for good—developing healthy mental models for a better world.