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Every brand has a philosophy. Yes, even yours.

BY Amanda Smith

{Copywriter}

17 December 2018

Reading Time: 2 minutes

When you think of philosophy, your mind probably conjures up images of ancient Greeks or Karl Marx and his head of hair.

But, let’s look a bit closer at why philosophy is something brands should think about.

Alain De Botton founded the philosophy centre, The School of Life. Stick with me, I’m getting to the point.

The School of Life helps businesses innovate, grow and hire by embracing what he calls, philosophical truths. For example, instead of focusing on customer trends and data, Alain believes you should practice the technique of introspection – by accessing your own hidden thoughts and needs. Then, he says, what you discover can be the basis for future products and services.

This process allows you to “know your customers slightly better than they know themselves,” as Alain suggests. But it’s deeper than just selling products. Understanding philosophy can help you make an impact by tapping into psychological needs. With Facebook, for example, that’s not offering a social network but rather, friendship.

Everyone has their own personal philosophy – a set of beliefs, attitudes and concepts. As a brand, learning about the ideals of your audience can help align and foster a stronger connection.

Forget selling features and benefits. Sure, these factors appeal to their logical side but engaging their philosophy is where the good stuff really happens. If you can structure your brand to match their ideals, you’ll find it won’t be hard to build a tribe of loyal advocates.

This brings us into the second facet of philosophy that’s even more important: your own brand philosophy. And yes, just in case that little voice in your head is saying, “we don’t have a brand philosophy”, let me assure you, you do.

What is my brand philosophy?

Okay, just like we all have our individual philosophies (the set of ‘rules’ by which we live our lives), so does your brand. It’s what you bring to the market, and the greater world, that distinguishes you from being just another product or service.

Virgin’s philosophy is of value and fun, embodying a childlike sense. This is instilled into their people and workplace, too.

Think of your philosophy as an expression of your brand’s core values. To help you get started if you haven’t already, finish these sentences:

  • Success is…
  • Wealth is…
  • Satisfaction is…
  • Health is…
  • Happiness is…
  • Service is…
  • Life is…
  • Love is…
  • Business is…
  • Joy is…

Now, which one resonates with you the most? Does one capture the heart of what you’re about? You might have one or two. Use these answers to help you begin to craft your brand philosophy and use it in your business.

Applying your philosophy to your every day

So, why am I, a professional writer, talking about philosophy? Well, because I produce content for hundreds of brands, I can tell you, understanding a company’s philosophy makes the writing process easier. I know who I’m speaking to, how to connect with them and how to craft the tone of voice to bridge the two.

Take the time to explore your own brand philosophy. Once you know it, this becomes an untapped tool to attract people who are in alignment with your philosophy.

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