Why branding makes money - and doesn't just "cost" money
Candles,... okay?
One burns, smells, is white, in a jar - 1.99 euros at IKEA.
The other one? Also white. Also in a jar. But costs 60 euros. From Diptyque.
And although the base is almost the same, one looks like "emergency decoration" - the other like "main character energy".
Why do people turn to brands?
Because brands don't just sell products - they sell a feeling.
Because a Diptyque candle is not wax, but atmosphere, status, aesthetics.
That is branding. And that is the difference.
Even more plain text:
1st chocolate 🍫
Milka: approx. 1.29 euros
Ritter Sport: 1.99 euros
Tony's Chocolonely: 2.49 euros
All chocolate. But Tony's sells attitude, bright colors and a better conscience.
Result: It works - even at the price.
2nd water bottles 💦
Volvic: 0,49 Euro
Vöslauer: 0,89 Euro
FIJI: 1,99 Euro+
Here too: Water remains water.
But FIJI plays on aesthetics, exoticism, clean girl vibes - and people pay. Because the water somehow "can do more".
Spoiler: It's branding.
3rd T-shirts 👕
H&M Basic: 9.99 euros
Arket: 19 euros
Maison Kitsuné: 120 euros
Three white shirts.
But you take a photo of one of them in the mirror and tag it on Instagram - even though it can do exactly the same thing as the other one.
Why? Exactly: brand.
And that is exactly what sales psychology is:
People don't buy products.
They buy what they expect to get out of it.
➡️ Status. Aesthetics. Security. Inspiration.
Why do people turn to brands?
🔁 Sales is repetition.
Brands provide orientation. In a world full of options, we don't want to reconsider every time. We want the feeling: I know it. Feels good.
🧠 Purchasing decisions are emotional.
80% of all purchasing decisions are made subconsciously.
If a product "feels premium", the price is of secondary importance.
And this is exactly where brand identity comes into play: If the look, feel and communication are right, the product appears more premium - no matter what's inside.
💬 People talk about brands.
People use products. Brands are shown.
"Look what I treated myself to!" is not a sentence someone says to a no-name candle.
Conclusion:
Branding is not a nice-to-have.
Branding is the reason why people buy your product in the first place.
And why you can sell it at a higher price without turning red.
Stay brave, stay expensive - but above all: stay you.
See you next week,
Chantalle
