Every time I upgrade my phone the guys at Virgin try to convince me that there are much better options than the iPhone. When they ask me why I prefer the iPhone I never have a definitive answer. It’s not always easy to put that kind of value into words.

Think about your favourite brands, the businesses you return to and the things you seek out or buy on autopilot because you wouldn’t dream of switching even when there is a choice. It’s hard to articulate exactly why you choose or stick with them.

The best brands, the ones we remain loyal to, provide us with two kinds of value. The tangible—utility, functionality and convenience alongside the intangible—a sense of belonging, a story we tell ourselves, or a feeling we can’t easily explain.
Truly great brands are built at the intersection of the two.

If you can find more ways to give people reasons to belong, not just reasons to choose then you are onto a winner.

Image by Steve Rhodes.