Maslow’s hierarchy of needs is a 5-tier model of human needs. They pyramid was founded by psychologist, Abraham Maslow in 1943. The five tiers consist of physiological needs, safety needs, belongingness and love needs, esteem needs, and self actualization. Each tier represents a different level of need for humans.
When first creating the hierarchy of needs, Maslow originally shared that individuals have to satisfy their lower level needs before they can work on needs that are at the top of the pyramid. Maslow then eventually corrected himself, specifying that not all needs in each level need to be met before being able to work on the next. Instead, humans just need to feel a sense of the need being met before moving on to upper level needs.
Belongingness and Love Needs:
When Maslow’s hierarchy theory is applied to marketing, it is important for marketers to understand their ability to effectively appeal to at least one of the motivational drivers. Each area of business falls under at least one of the tiers on the hierarchy of needs. For example, places like nail salons or hair salons fall under esteem or self actualization needs because it helps customers boost their self esteem while also helping them see their full potential. Another example includes, marketing campaigns that are selling products like food or other basic human needs fall under the first level of the pyramid.
It is essential to consider what level of need your customer is trying to meet and to have a better understanding of the background of what the need is. Then, when marketing a product make sure that it is marketed it in a way that it convinces your customer that the product will fulfill their need(s).
Where does your business fall on Maslow’s Hierarchy of Needs? Use this information to glean more of your target demographic and where they live in the socio/economic sphere, thus learning more about how to market to them.
Brand Archetypes and Defining Your Company’s Voice
How do you get people to relate to and invest in your brand? Like every lead protagonist in any classic film, book, or TV series, your brand will be easier to identify with and build upon once it’s been sorted into the proper archetype. Brand archetypes are images of collective nature to help define a company. Companies use this strategy to help maintain image and get a better understanding of the company’s purpose. Brand archetypes are great for aligning the right customer persona with the company.
Things to consider when defining the proper archetype and identity:
The Jungian Archetype, created by Swiss psychoanalyst and psychiatrist Carl Jung, is the most easily accessed and widely known set of relatable personas. When figuring out brand archetypes it is important to make sure that the content that is created is consistent with the archetype and to make sure that the content that is made still aligns with customers.
There are twelve brand archetypes for a company and they all stem from certain motivations. As a company, do you strive to help your customers or clients find stability, promote freedom, advocate for achievement, or give a sense of belonging? Find out what motivation best suits your brand, and then narrow it further with the archetypes that fall into it:
Motivation: Stability Control
Motivation: Learning Freedom
Motivation: Risk Achievement
image by Oglivy
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