Belief systems are among our strongest motivators. For each of us, our beliefs are at the very core of our being. We are invested in them. And regardless of how flawed in logic, “It is these beliefs for which we stand”, and we convince ourselves that our beliefs—at least for the moment—are justified and rational.
Beliefs are not easily shaken. Our beliefs feel original within each of us, and although we most likely acquire our beliefs through many influencers, we feel like our beliefs have originated from deep within the core of our very being. Because of this, it takes something pretty big to shake our beliefs, and when beliefs are shaken, it takes awhile for us to adjust.
Beliefs are like statements of policy, like our own private policies about how we wish to live—as well as how we believe others should live. We all know beliefs that have proven helpful and promote the greater good, and others that have been far more troublesome, to say the least.
Nevertheless, our beliefs define who we are. It’s how we assign meaning to our lives. And that’s why it’s so important to talk about your customers’ beliefs when building brands and brand nations.
This is the first of two parts. In part two we’ll discuss how to effectively understand and use beliefs while building brands and brand nations.