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Exploring ‘desirability’ as a driver of brand growth

Exploring ‘desirability’ as a driver of brand growth
14/04/2022

Exploring ‘desirability’ as a driver of brand growth

There’s a reason why we choose certain products and brands over others. Often, it’s a conscious decision. Sometimes, it might be more instinctive – based on our subconscious. But when we are comparing one brand with another, what we’re really doing is making a judgement. We ask ourselves fundamental questions – “Which one appeals the most, which one do I want?”

We're talking about a brand's desirability

Desirable Definition Vision One The most successful, growing brands are ‘desirable’. Consumers ‘want’ their products or ‘want’ to align themselves with what the brand stands for. Desirability is a key driver of brand growth (Vision One Brand Growth Study 2021) and it’s a fascinating and important area to explore.

But what does desirability really mean? What makes a brand desirable? And how can we measure how desirable a brand is?

Are you fulfilling your customers’ practical needs? When something is desirable, it holds some appeal. It ticks some boxes – it’s worth having. We attach value to it and are therefore willing to commit and pay.

Your brand’s desirability is a reflection of how well it satisfies your consumers’ needs.

Take practical needs. Do you know exactly what your customers are looking for from your market? Desirable brands clearly convey their brand proposition so that consumers understand and are onboard. They then commit to that brand because it fulfils more of their needs:

It might do the job better

Perhaps it offers a wider range

It might be at the right price point - or the right size

Maybe the quality is markedly superior

it might simply be that it's easy and quicker to get hold of

A desirable brand offers more value – it satisfies a tangible need and offers a better solution than the alternatives. But desirability isn’t just about how well a brand fulfils practical needs. As consumers, we’re actually looking for something far deeper.

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