Where does your brand live?
To know what story to tell your customers on your website, you have to figure out where your brand lives in the land of desire. These lands are:
1. The Homeland of Love, Connection and Belonging
Need: to connect with one another
This land fills our need to feel loved, valued and understood and to be around people with whom we share values. A common example of this land is the diaper ad about celebrating a mother's love for her child, which is the basis of a lifetime connection.
2. The Independent Islands of Freedom, Autonomy and Choice
Need: to be free and independent
No brand epitomizes the islands of freedom better than Harley-Davidson. This brand celebrates the anti-establishment. Often when David brands choose to fight the Goliath brand, they choose to live in the islands. This establishment resonates across all ages and stages.
3. The Kingdom of Stability
Need: to protect ourselves and our loved ones
People at many different stages of their life depend on brands that live in the kingdom of stability. In this land, people desire safety and stability and desire to protect themselves from threats.
Brands like Allstate and Norton Security leverage our fears of being stranded by identity thieves to drive brand loyalty. These brands protect and fortify their customers by providing services that help them sleep better at night.
