Once you’ve defined your audience and brand positioning, it’s helpful to understand the difference between desires and needs. When you’ve reached a decent level of wealth, it’s easy to mix the two. (Primal) needs are things you absolutely have to have. Think of the lowest level of Maslow’s hierarchy of needs: air, water, food, shelter, clothing (the basic kind, not those fancy party dresses)…
All the rest are desires, not real needs.
If you can frame offer in a way that will address a primal need of your customer, your marketing will have more impact. If you say “people want fast, luxurious cars”, then that is all you can frame your brand story around. If you dig a bit deeper, though, you could e.g. realise that “people want fast, luxurious cars because it gives them status and a sense of power”.
Step 1
Have a look at the following elements of value.
Step 2
Compare these elements with your offer. What are the primary elements where you add value? How do you communicate and make this clear to your audience?