Brand Tribalism Defined
Tribalism is the attitude and characteristics that stem from extreme loyalty to one's own tribe or group. Tribalism extends to not only political culture, but to businesses as well. This raises concern for businesses wishing to earn positive rapport between its consumers and their business. This means protecting their reputation and delivering a positive social experience are critical for a business. Once a brand develops tribalism in their consumers, their consumers will be extremely loyal and be some of the first ones to financially support them which is crucical for for business efficacy and survival.
Consumers Want To Self-Identify With A Brand
"Self-identification is an important aspect of explaining online behaviors by using the uses and gratifications theory" (Liu, North, and Li). Gratifications Theory attempts to explain the uses and functions of the media for individuals, groups, and society in general, which is important for culture. The researchers claim "individuals utilize company/brand values as a medium to express self-identity has become more important than how they would perceive a company/brand based on its reputation" (Liu, North, and Li) This shows how we as consumers are looking for brands that create an identity for ourselves. The difference with World Power Designs is that it's a brand with its identity revolved around the extent to which we value our own identity. It's important for us to realize that we all have separate identities. We should take pride in the fact that we aren't all part of the same tribe. This is America, we come from all different walks of life, but in this country we are united. The researchers conclude in their article that "companies should interact as much as possible, provide information when necessary, and also focus on presenting the company image and symbolic meaning in posts, as well as creating entertaining content to elicit satisfaction" (Liu, North, and Li). Interestingly researchers found that the only factor that has a positive brand pride correlation is when a person defends their brand of choice (Talute, et. al.). When we defend a brand that helps create our identity, we are defending ourselves, and we tend to grow more attached to things we are willing to defend.
Company Reputation & Tribalism Conclusion
The main take away from these two scholarly journal articles is that companies nowadays have to be extremely transparent and communicative with their audience. Companies must also focus on creating a brand identity that can help consumers create their own identity that fulfills them in a symbolic and meaningful way. This is important for success, and I encourage all of us to continue to think differently.
- Liu, J., North, M., & Li, C. (2017). Relationship building through reputation and tribalism on companies’ Facebook pages. Internet Research, 27(5), 1149-1169.
- Taute, H., Sierra, J., Carter, L., & Maher, A. (2017). A sequential process of brand tribalism, brand pride and brand attitude to explain purchase intention: A cross-continent replication study. Journal of Product & Brand Management, 26(3), 239-250.