2013 Porsche 911 Carrera S Cabriolet
2013 Porsche 911 Carrera S Cabriolet, Come to Mama!!

Remember when you were in high school?

Sorry if that’s a bad memory, but think of how cute your thighs were back then!! Before you had to consistently workout to keep those babies happening.

Anyway, I don’t want to talk to you about your thighs right now as much as to remind you about the kids who had their own cars in high school.  You remember them.

They were either

  • those kids who “inherited” the oldest family car (me!)
  • those who had nothing
  • those who earned the money to purchase their ride
  • those kids with well-off or guilty parents who bought them brand new fancy cars.

Everyone I’ve ever talked with on this familiar subject says the same thing. It’s the kids who just had their fancy cars given to them the day they turned 16 who typically didn’t value the BMW or Porsche they were given. I actually learned how to drive a stick shift in my boyfriend’s Porsche. Needless to say, this has ruined me for just about any other kind of car. Once I’m an empty nester I may have to spring for one of these babies, in a nice hot red with a convertible roof. But I digress.

They didn’t feel like they OWNED the car because it just came to them so easily.

So they didn’t really take care of it. I took care of my car like it was the last one I’d ever own and maintained it religiously. My hunk of junk blossomed into a better running, cleaner hunk of junk. I even sprang for those fancy gas treatments every month as a “thank you” for still running without breaking down. It never failed me and lasted until I could afford to buy a regular car of my own. You don’t forget those kinds of experiences.

What does this have to do with my brand?

Glad you asked! You did just ask, didn’t you? You need to be thinking about this scenario, whether you were the rich kid or more like me, because that’s how people treat your products or services. If they feel like they have some sense of ownership in their experience with your brand, they will value you much more highly (read: treat you better).

How can you encourage your clients to “own” a bit of your brand?