People respond to a brand in typically one of three ways: compliance, identification or internalization. Compliance is the one we observe most frequently today. It describes customer behavior that is motivated by a desire to gain reward: frequent flier miles, coupons, points, discounts, free products and services. You know: "Come to Denny's and get a free breakfast."
So what happens? Customers typically jump around to get the best deal or to accumulate rewards, with little regard for the companies offering them. The problem with the exclusive use of this practice is that even simple organisms respond to rewards. Remove the reward and customers will stop running through the maze. Keep the rewards and watch your margins fall.
Then there’s identification: “Be like Tiger!” Identification is stronger, because it’s a response to wanting to be like the personality of the brand. It’s different than compliance in that customers do eventually come to believe in the opinions and values of the brand, although they don’t believe in them very strongly. In fact, they show very little leniency when something goes wrong. Witness the slide of those brands whose celebrities have retired or been indicted for criminal activities. Or brands that were caught saying or doing one thing privately and telling customers or employees something entirely different.
Internalization is the most permanent and deeply rooted response to branding. It's what you should strive for, because the motivation to internalize a particular belief about a brand is the customer's desire to be right. It’s about them -- their identity and character, abilities, and attitude. If your brand is perceived as trustworthy -- and intellectually, emotionally and socially engaging -- people will accept the belief system and eventually integrate it into their own value system. Once it is part of their system, it becomes independent of its source and is very resistant to change. Witness the staunch defenders of everything Apple.
To develop a strong brand you will probably appeal to all three. And even though compliance and identification are more temporary than internalization, there are circumstances that can increase their permanence. For example, permanence can result if customers discover something special about your company or product that makes it worthwhile for them to continue their behavior even after what attracted them in the first place -- the Groupon or free gift or event -- is no longer forthcoming.
But, you must be strategically prepared to grow the relationship. It’s like buying dinner for someone to whom you’re attracted and with whom you’d like to build a relationship. If all you do is continue to buy the person dinner or a drink or whatever, you’ll be out of luck. She’ll take your freebies, and then develop a deeper relationship with someone else. Someone who will help her validate her worldview. Someone who will introduce her to new possibilities; help her to grow and achieve.
Remember also that branding is a social science, not a physical one. There are no absolutes. Things change. New products and services are being introduced daily. New communication methods are being tested and employed. Media influence, economic fluctuations, lifestyle and demographic changes -- all affect people's perception over time. And this changes people’s feelings. And their feelings about you.
So make sure to stay connected and, more importantly, be bold and creative in ways that are highly desirable and relevant to their lives.
