Why People Get Attached to Brands (And It Has Nothing to Do With the Product)

Ajouté : 2026-06-05

[00:00:00]Why are people so [ __ ] attached to brands? Even when they believe they're not.

[00:00:06]In some shape or form, they are.

[00:00:11]So, how can we use that to make these consumers attached to your brand? It's very easy and simple to see what they're doing once you step back and remove yourself from the product, remove yourself from the creation process, and start to think in the consumer's headspace. The thing is, the consumer wants to be aware of their insecurities.

[00:00:32]They They They want to be aware that they're poor, ugly, demented, ADHD. They want you to tell them what's wrong.

[00:00:42]So, the brand can become a safe place, a world where they don't feel like who they are.

[00:00:51]But, you have to call them out. This is why everyone likes to say they have a taste of the tism.

[00:00:57]They have a taste of the ADHD. Because it's a way to blot out the insecurities loudly and a way for people to start giving them a list of [ __ ] symptoms that they could go feel like, "Okay, I feel all right now. I know what's wrong with me." And they could take a deep breath. Your consumer is looking for that. Based on your brand world.

[00:01:22]Your brand helps them let go of their fear.

[00:01:26]Based on what?

[00:01:27]Status, experiences. It gives them a place where they can exist as the person they want to be rather than the person they feel pressured to be.

[00:01:37]If you tell me I have ADHD, if you tell me that I need to upgrade my look, and I have a diagnosis now, I don't have to be pressured to act accordingly. Now, I could completely be who I want be in this world.

[00:01:59]Because my symptoms were explained. My insecurities were brought out.

[00:02:05]But telling someone they're broke, ugly, and have a hint of the tism is kind of [ __ ] crazy, right? Your consumer understand that your brand is supposed to be helping them become successful and on the right path. We understand that your brand is for people going to against the grain. We understand that your brand is for people who need a new outlook on life. That is the after.

[00:02:28]But the before is the broke, ugly, and a hint of the tism. So you don't explain the end. A lot of us are used to explaining the end within our content either visually or we're going to just uh tell the consumer about hey, this is what you're supposed to look like. And it's like the perfect side of the consumer, right?

[00:02:50]So you show them the ride, the ride it takes to get towards uh towards this positive positive results that you're trying to show them, that your brand offers.

[00:03:01]What happens when they start working with that? When they start seeing the before and after? When they start seeing the transformation that you are giving to them?

[00:03:11]Right?

[00:03:15]Pulling out your consumer's insecurity is a way of pulling out their emotions.

[00:03:20]Once you pull out the consumer's emotions, you could finally understand what's the whole point of your brand.

[00:03:27]A lot of the brand owners, when they create a brand, they they say they're creating for, you know, the consumer who wants to do this, the consumer who wants to do that. Most of the time when you are creating a brand, you're creating from an insecure part of yourself as well. A lot of people don't want to hear this. A lot of creatives, they usually create to get out of their own mind.

[00:03:44]That my mind that sometimes filled with insecurities and things.

[00:03:48]And that's how you connect with the consumer. You guys are going to connect with the same insecurity. Actually, in brand therapy, it's so similar to actual therapy. This consumer starts to feel like, "Hey, I'm breaking down things inside of myself that I didn't know I needed to break down as well." Your connect to your consumer is based on the emotions that you feel, the insecurities that are helping you create to turn a brand into something material. So, with that being said, if you understand your insecurities as a person creating something material, if you could write down a list of those insecurities, usually, you could go online and actually find people who have the those similar insecurities and you could connect them and start breaking down who your consumer actually is.

[00:04:40]We do this in brand therapy a lot.

[00:04:44]A lot of the time, I try to make the consumers that these brand owners are trying to look for. A lot of the time, I make the consumer visual for the brand owners as much as I can, especially the consumer's thoughts.

[00:04:58]What is my consumer What is my consumer saying? What is my consumer feening for, right?

[00:05:06]So, when when you show how to actually transform with the brand, you can very easily associate products with classes within the brand. Now, if your consumer is going through an insecurity, you have to break it down so they can find and understand what it takes to get out of it. So, online, you can very as easily associate products with classes within the brand. It's very easy for you to say, "If you are going through this, here's this.

[00:05:32]Here's product A. If you are going through this, here's product B. If you are going through this, here's product C."

[00:05:39]You need that as a brand owner because people want to feel special when their insecurities are worse than others. Food brands are so great at this. Twix, you want the left Twix or the right Twix? The right Twix does this. The left Twix does that. Red Bull, Red Bull gives you what? Wings.

[00:05:58]But why don't clothing brands do it?

[00:06:00]Your consumer should be buying a class of a person. When you diagnose them with an insecurity, now you need to let them through the process of finding a way to get out of it, and they need to figure out what class they are becoming, or you make them go through the process of getting up to the point where they could buy something bigger from the class that you create.

[00:06:26]Right?

[00:06:27]This is a form of world hopping as well.

[00:06:30]When consumers can hop to different classes that you create for them.

[00:06:36]Right? Brands, clothing brands don't do this because it takes time to figure out who your consumer actually is going to be now, in 5 years, in 10 years, in 20 years. This is why all of us are obsessed with movies like Goodfellas, The Wolf of Wall Street.

[00:06:54]Character development from non-gangster to gangster, from everyday 9-to-5er to millionaire stock penny stockbroker.

[00:07:07]All of those things have character development. You're in the business of turning the consumer whole, but why do you have to do that?

[00:07:17]When buying a material product, consumers consciously know that most of the most of the time they don't actually want the product. They want the product that gives the character that they are playing.

[00:07:31]Clothes.

[00:07:33]They want the identity that the product gives the character they are playing.

[00:07:39]Clothes are props. The thing that you are creating and making material is definitely for you. But as a brand owner, in order for people to buy your creation, it's all based on what their emotions have created. Character Character development is transformation.

[00:07:57]If you could create transformation within your consumer, you will always be timeless and better than every other brand.

[00:08:07]This is what brand therapy consists of for 30 days straight. It's emotional positioning. What are their insecurities? Do they have a hint of the tism?

[00:08:16]Consumer psychology. Why is your consumer consuming content that does X, Y, and Z?

[00:08:23]Once you understand the rhythm of your consumer, it's not hard to make content.

[00:08:29]It's not hard to figure out what's the next step.

[00:08:33]Now, it's all about constantly picking picking picking at your consumer and they're going to buy. Brand therapy is that.

[00:08:41]If you need to get started with it, it's in the description below.

[00:08:46]But not getting started with brand therapy right now, and there are 6 more months until the end of the year, you're going to always be questioning what to do next. Brand therapy, you don't have to question your consumer.

[00:09:00]The thing that brand therapy may do is make you question what you're creating for.

[00:09:07]Which is the best question.

[00:09:09]I'll see you guys super soon.