What is a Brand Really Selling?
As an undergraduate student, there was one book that had more influence on me than any other I read over the four years in school, Little Girls in Pretty Boxes. It was authored by sports writer of the San Francisco Chronicle, Joan Ryan. It is a non-fiction story about female elite athletes focused in the world of gymnastics and figure skating including their training regimens and complex concept of body image. I was drawn to this book because from the time I could walk, I was a pretty competitive multi-sport athlete and saw and experienced some of what was written about in this book. The idea of sport psychology started to make sense and all that comes with that…self-esteem, motivation, competitiveness, etc. It wasn’t until I hit college that it really struck a chord with me when our coaches asked to weigh us on a regular basis. I am certain they were concerned for a few athletes about too much weight loss with the amount of training we were going through. I remember having an uneasy feeling about lining up and doing this and many of my other teammates were less than thrilled as well. While it did not have a real negative effect on my psyche, I am not sure I can say the same for the others.
When I was in a big box chain store a few weeks ago and walking through the bathroom section, the name of a weight scale caught my attention. All of a sudden, it brought back all of these uneasy feelings and emotions I carried in college around our weekly weigh-ins. Twenty-two years after those weigh-ins, I do have a few more complex body issues as my body is certainly not the same size, weight, fitness level it was back then. And before questioning if I am okay, I feel good in my body. I just recognize it is not the same. What I am not okay with is the branding message this body weight scale is selling its potential consumers. In my opinion, THINNER is putting so much emphasis on making sure we have a particular body shape and is at real risk to harming many people. This is a form of negative branding, which is telling an individual they are imperfect and this product will help you make a change.
The longer I work in the wellness industry, the more I become aware of the different branding and marketing schemes in building a business. Some try to use catchy names or slogans, other use provocative and edgy images while some will use celebrities to sell products and services. As consumers, it is our responsibility to do what is best for us. It is up to us to use products and services that help us be our best selves. Here are a few guidelines I like to consider:
Educate yourself on issues that are important to you through peer reviewed articles as opposed to magazines at the grocery store.
Question everything. Question the before and after photos. Question the money back guarantee. Question claims for products that heal, cure or are miracles. Question if something is symptom free. Question pyramid or multi-level marketing schemes.
Will this product/service help to enhance my life or fill a void for a short period of time.
As a culture we are inundated with messaging about how to improve our lives. It comes from our loved ones, from the ads popping up on social media, images seen on television and in magazines. Algorithms are created to catch our attention and make us believe we NEED x, y, or z. Our emotions are being manipulated through these branding schemes. In order to avoid reacting on impulse, I would strongly encourage you to take a step back and understand how this messaging plays a role on your emotions.
The topic of branding in our society is far from over. And I imagine I have more to say in the near future. For now, take good care and live your life on your terms.
be well-
