Tinatin Gogmachadze
ACTR, Research Analyst

Choice as an emotional connection, social position, and strategic data for the brand

For the modern consumer, choice has long surpassed decisions based solely on price and product features. Today, choice is a means of expressing values, lifestyle, and social position – something a person connects directly to their identity.

According to the self-concept theory, people tend to choose brands that most closely align with their ideal self – the version of themselves they aspire to be. As a result, the decision related to a product or brand often becomes a form of emotional self-affirmation and self-expression: “This is who I am – and this is how I want to be seen.”

For a brand, this means that the relationship with the consumer is not just about consumption but also about providing an opportunity for self-expression – just like clothing, music, or language, which people associate with their identity and social perception.

Why do we need choice, and what does it say about a brand?

Although the abundance of choice can be a source of stress, recent studies show that having options increases the sense of control, autonomy, and self-efficacy. Consumers not only need to make choices but also to feel that the “power of choice” is in their hands.

This psychological effect becomes especially important in categories where products are functionally almost identical. In such cases, choice shifts from a matter of necessity to a symbolic level and serves as an expression of social identity.

For example, a customer who chooses eco-friendly packaging is driven not only by care for the environment but also by their own ethical values. For the brand, this means that in the customer’s choice, the brand aligns with their value system, and the choice is a kind of reflection of the question – “Who am I in this world?”

The same principle applies when a person chooses local products – this choice often becomes an expression of cultural and local belonging, solidarity, and national self-identity: “Whose side am I on?”

As Douglas Holt (2004) describes in his book How Brands Become Icons – brands that resonate with a person’s values and identity, whether national, social, or cultural, become cultural symbols for the customer.

How should a brand listen to the customer’s choice?

Brands that have gained long-term customer loyalty understand well that a marketing approach that treats choice only as data is doomed to a superficial connection.

Therefore, in modern brands’ communication strategies, product features are only the starting point. Components such as values, emotional alignment, and identity fit have moved to the center.

For example, Nike’s “Just Do It” campaign doesn’t just sell sports shoes; it offers people the emotions of movement, progress, and victory. By the same principle, Apple doesn’t just sell technology – it sells a feeling of freedom and creativity. In this way, customers perceive brands as a reflection of their own identity, which leads to an emotional connection and strong loyalty based on values.

Recent research also confirms that the more a brand’s image matches the customer’s inner “self,” the greater their loyalty, willingness to recommend, and emotional connection to the brand.

Choice as a social act

In the digital age, the customer’s choice is almost always public. Sharing a product on social media, appearing in a Story, commenting, or showing support becomes a social message expressing the group, values, and identity with which the customer identifies.

That is precisely why, in this context, a brand must ask itself questions such as:

• By choosing our brand, which value does the customer emphasize?
• How closely do our visual and verbal communications align with the customer’s inner self?
• Are we, or are we becoming, a brand that customers use to express their own identity?

How should a brand use this knowledge strategically?

For brands that are not satisfied with just capturing attention but seek a real connection based on values, it is essential to understand the deep motivators behind the customer’s choice. This process involves using research approaches such as:

Psychographic segmentation — this approach goes beyond demographic or behavioral data and focuses on what the customer thinks, what they strive to achieve, and what they believe in. This approach helps us see the customer not only as a buyer but as a subject based on values, beliefs, and different lifestyles. According to recent trend analyses, psychographic segmentation has become one of the most effective tools for marketing positioning (Nielsen, 2023). Research also confirms that psychographic segmentation helps brands establish a deeper connection with customers and improve marketing positioning, while relying only on demographic parameters (such as gender, age) often results in superficial analysis and does not take into account the customer’s inner motivators.

Value-based personalization – after creating psychographic profiles, a brand has the opportunity to build communication not only on behavioral analytics but also on value alignment. For example, the slogan “eco-friendly packaging” may mean little to the eco-friendly segment, while the message: “Choose a brand that cares for the environment as responsibly as you do” strengthens the connection to identity.

Testing identity fit – when brands try to connect with the customer’s identity, one of the most important questions for them is: “Who are we in the eyes of the customer?” “Do we match the image the customer has of themselves?”

Sometimes, a brand’s self-perception does not match the customer’s perception. That is why testing identity fit is a critical stage that helps the brand compare internal and external positioning – how the brand team sees itself versus how customers see it. What do customers expect from the brand? Where are the gaps?

For example, a brand may believe it is built on creativity and innovation, yet its visual language, communication with customers, and service experience might leave a conservative and formal impression. Such a mismatch can indeed weaken emotional connection and loyalty. Modern research also shows that when a brand’s image matches the customer’s “ideal self” image, loyalty and long-term relationships significantly strengthen.

Obviously, psychographics are not static – they change along with economic, social, cultural, and technological contexts. Accordingly, regular monitoring based on values is essential.

Conclusion: Choice as a Mirror and as a Strategic Map

For brands that are not satisfied with sales figures alone and strive to create value-based connections, the customer’s choice is no longer just a sales result or a KPI metric. Choice is a mirror in which the customer sees themselves. A smart brand must turn this reflection into a strategic map to understand not only who is buying the product but also why?

In this context, it is important for the brand to find out:

• Which values, emotions, and identity fragments are reflected in the customer’s choice?
• What does the customer feel when interacting with you (the brand)?

Answering these questions allows the brand not only to conduct targeted communication but also to establish precise positioning and build a long-term relationship based on trust.

Therefore, today choice is a kind of dialogue between the customer and the brand – and when the market is saturated with almost identical products, the winner is the brand that stands closest to the customer’s self-perception, values, and life principles.

That is why it becomes crucial for the brand to answer the question: Where do I stand on my customer’s value map?

And it is precisely those brands that read choice as a value-filled message that secure not only market share but something far more valuable – a place in the customer’s consciousness.

Every time a customer recommends you, they reveal something valuable about themselves — through their choice, your customer is already speaking to you…