According to Statista, approximately 44.9 million businesses started in 2024! As a business owner competing against 44.9 million other people, how do you plan to stand out? The answer is simple – Branding.  

Think of any Fortune 500 company.  

Have you ever wondered how they got there? By creating a brand designed to leave a lasting impression on their customers. These businesses appeal to their customers with three levels of return, allowing them to grow exponentially.  

But what are these three levels of return and what is their importance in running a business? Let’s find out!  

Basics First – What is Branding?  

Before we dive into the three levels of return, let’s break down what branding really means. Branding, at its core, is the art of making people notice your business and remember it.  

Unlike common belief, you don’t necessarily need to spend a lot of money on advertising your brand. While advertising and marketing serve as accelerators for your business, attracting customers to your business starts with effective branding.  

The key to effective branding lies in aligning your brand with people’s intrinsic needs, including self, social, and spiritual. When your business is geared towards offering these levels of return, your customers won’t just see a product or a service – they’ll see a valuable part of their lives.  

Highlighting these levels of return will ensure that your brand sticks in people’s minds. So, the next time they’re in the market for a product/service, they will be sure to remember you.  

Let’s break down these three levels of return and their importance in making your brand memorable to your customers. 

Understanding The Three Levels Of Return  

Level 1 – Self Return  

As denoted by great psychologists like Mazlow, humans have a fundamental need to feel complete. While people are rarely aware of their need to feel complete, it’s evident in many day-to-day examples.  

Think of a time when you were hungry, and someone offered you food. Even if you didn’t accept, you probably remember the gesture.  

But why?  

Because the friendly stranger appealed to your need to enjoy a delicious meal.  

Similarly, when your brand addresses the personal needs of its customers by offering either convenience, comfort, or happiness, they’re likely to remember it. The customers will also feel inclined to associate your brand with a positive feeling!  

Level 2 – Social Return  

As humans, we thrive on the idea of socialization, which instills a strong desire for acceptance and belonging.  

Our day-to-day interactions cause us to develop a sense of self and recognize people. The need for connection drives the human desire for social status.  

By that measure, any brand or product that leaves an impression on other people leaves a lasting impression. So now that you’re buying a product/service, you’re not buying it just for its functionality – you’re also buying it for the perceived social prestige that comes with associating yourself with the said product/service.  

Level 3 – Spiritual Return  

The last level of return is about appealing to your customers on a spiritual level. The spiritual level of return goes beyond the materialistic benefits.  

This level of return helps your brand create a lasting impression by addressing the emotional and psychological needs of your customers. It’s geared to evoke a sense of euphoria or connection when you think about a product/service.  

The spiritual return can be triggered by even a small gesture or by offering a charitable donation. For instance, a brand selling shoes commits to donating a pair to the unfortunate for every pair a customer purchases. This purchase will trigger a sense of accomplishment in helping someone and spreading kindness in the world.  

In short, whatever you choose to do, this act of goodness should resonate with your brand message. Connecting this spiritual level of return with your business will help you create an emotional bond with your audience.  

So now that we know what are the three levels of returns, let’s look at how they contribute to making your branding effective:  

The Three Levels Of Return – Why Are They Important?  

A well-crafted business strategy is about addressing all three levels of return. Each level carries a significant contribution towards effective branding and neglecting either one of them will cap your brand’s reachability.  

For instance, your business strategy solely focuses on self-interest. Although you’ll be able to target the “What’s in it for me” ideology, your brand will struggle to connect with its customers on a deeper, emotional level.  

Similarly, if your business strategy is tuned to target social status more, you’ll end up alienating customers who value self or spiritual needs more.  

The Perfect Equilibrium…  

For your business to achieve the maximum impact, your strategy must balance the three levels of returns. Establishing this symmetry will require you to develop an understanding of your target audience’s needs and desires and their pain points. 

Leveraging these insights will enable you to create a brand message that resonates with your customers on multiple levels, allowing you to achieve effective branding.  

A Case Study – The Three Levels Of Return At Work  

Apple Inc. 

Known for releasing a flagship phone every year, Apple Inc. successfully integrates the three levels of return in their products. Their unique design and concept have allowed their products to be seen as status symbols, fulfilling the social level of return.  

Apple devices also stand out for their unique and intuitive user experience, allowing their customers to navigate the devices with ease. This functionality caters to the self-level of return.  

Finally, Apple has been committed to eco-friendly practices and social responsibility. Their commitment to environmental sustainability appeals to their customer’s spiritual values.  

Final Words  

In a world where every business is struggling to stand out, the businesses that usually succeed adhere to responding to the fundamental practices of business. Addressing the three levels of return can help you create lasting impressions and build strong brand loyalty.  

Unfortunately, many businesses struggle to identify a sound strategy to target these levels of returns. And that’s where you call in the experts!  

At After Branding, we’re your holistic growth partners, dedicated to helping you identify how your business can grow and run seamlessly. We create an actionable plan that tells you where you are, and how you can reach where you want to be.  

So, are you ready to drive scalable growth and gain a competitive advantage? Let’s connect and see how we can get you in the big leagues!