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26 March 2025
It’s the last Wednesday of March!
Not sure how that’s possible, but here we are!
We’ve had some unexpected expenses in the last week bringing with them exciting travel plans to Egypt… none of which were planned.
Had I known about this, I may have done a few things differently.
For example, I wouldn’t have bought a new watch.
Did I really need a new watch? Guess not. Did I want a new watch and feel like I deserved to buy myself something nice? Yes!
A few years ago I was taught “People purchase with emotion, and justify it with logic”.
Want to see a brilliant example of this in the wild?
The next time you’re in a store with a child and they approach you with something in their hand, watch for that look of excitement and longing in their eyes as they start pleading “please can I have…”
Before you say “No,” ask them “Why do you need that?”
My kids have quite the talent for this – I’ve heard everything from:
“I have been looking for this for YEARS”
“Emma has one and she says it’s the best and I HAVE to get one”
“This is incredibly rare, if you see it you HAVE to buy it”
Now back to my watch… am I any different than my kids? Nope! But why?
What’s the real reason behind all the reasons?
On a recent training call we talked about how we base our actions and decisions on who we identify ourselves as (current and future self)
And then it made sense. The watch matched the identity I have for myself…
I identify as someone who is active, tracks my health and likes innovative technology that seamlessly integrates with other technology I own.
The brand is clear on who they are, and it aligns with my idea of me!
This got me thinking about other brands. I did some reading and saw that Tesla stock has plunged around 50% since Dec.
Could it be due to general market conditions, increased competition or is it something more interesting…
If you drove a Tesla Pre-2024 you were associated with the innovative, tech genius Elon Musk and the future he was designing. It said…
You love state of the art technology
You are an eco warrior
You are a patient person and don’t mind waiting for your car to charge or your return on investment, you are smart like that.
If you drive a Tesla in March 2025 it still associates you with Elon, but now it paints a controversial political picture.
And the evidence is plentiful!
Dealerships are reporting protests, gunshots, vandalism to their cars and even arson. Drivers are being treated aggressively on the road.
In a recent study of 2000 Tesla drivers, 73% said they now feel ashamed to be seen in their vehicles.
Some even trying to distance themselves from Elon, with car bumper stickers!
So why am I telling you all this…
Because it’s fascinating to me, and I thought it would interest you too
Because we’re ALL marketers – whether you realize it or not.
– Parents “market” healthy foods, good habits, and important values
– Partners “market” new purchases, holidays etc
– Employees “market” their ideas to colleagues and bosses
– Business owners market products and services to customers
The psychology is exactly the same, and identity is at the heart of it all.
When you connect with how people see themselves (or want to see themselves), you’re no longer selling a product or pushing an idea—you’re offering a pathway to becoming who they want to be.
And THAT is something people will gladly say yes to.
You agree? Any brands you feel strongly aligned with? I love this stuff- please let me know!
Til next week,
Who is Kira Goller?
I am a wife, mother, marketer and writer.
This isn’t what I have always done. Each chapter built on the next and took everything I could out of every opportunity. I have been taught by some of the best in the world and will never stop learning – it’s an obsession of sorts.
Today I help people bring their brands to life, build a presence in the world thats authentic, consistent and draws their ideal audience.
I am passionate about young people and run workshops to educate, guide and inspire them to create a digital footprint their future selves will be grateful for!
When you are Ready, here’s how I can Help
Build your Brand – Do you have a business or an idea but not sure what to do next?
I will help you figure it out and create whatever you need including – Brand Guide, Logo, Website, Soial Profiles etc
Establish your Brand Narrative – Are you unsure of what you want to say or how to say it?
I will help you establish you key messaging and brand voice
Write – Do you need help writing the copy for your website, emails or other content?
I will write your message, in your voice, in a way that immediately connects with your audience.
Teach Teenagers how to Build an Authentic, Intentional Digital Presence.
I run workshops that empower young people to create a digital presence their future selves are depending on them for!
