When we talk about brands, we often highlight logos, packaging, pricing, or advertising. But behind all these is something deeper—beliefs. A brand is not just what it sells; it is what people believe about it. These beliefs are built over years, sometimes decades, and they become so ingrained in the minds of consumers that they pass from one generation to the next. Think about Apple. To many, Apple represents sleekness, innovation, and high-end technology. Consumers believe that when they buy an Apple product, they are buying something more than a device—they are buying into a culture of design, creativity, and prestige. Similarly, Coca-Cola has built the belief that its drink refreshes. No matter the competition, people associate the brand with a satisfying, uplifting feeling. Mercedes-Benz is seen as a mark of quality and prestige, while Toyota has become synonymous with reliability. These are not coincidences. They are belief systems that companies have nurtured, communicated, and protected over time. And just like personal beliefs shape our decisions, brand beliefs shape the choices consumers make every day. Beliefs Begin Early To illustrate, let me share a personal story. Years ago, when my children were much younger, I often took them with me to the barber shop. It became a little routine—daddy gets a haircut, and they come along. Over time, they built a belief: men go to the barber to trim their hair, and women go to the salon to braid or style theirs. One day, as we walked through town, they spotted a man with braided hair. Their reaction was immediate: “Daddy, men don’t braid their hair. Why is that man doing it?” To them, it seemed wrong because it contradicted the belief formed in their young minds. They had only seen men with clean cuts, never with braids. What happened here is the same thing that happens with brands. Consumers build expectations based on repeated exposure and cultural norms. When a brand introduces something that goes against those beliefs, it can feel unusual or even unacceptable. Cultural Norms and Brand Acceptance In some cultures, colors carry specific meanings. A color that represents joy and celebration in one society might symbolize mourning in another. Imagine launching a product in a new market without understanding this—you might unknowingly offend or confuse potential customers. For instance, in parts of Asia, white is linked with mourning, while in Western societies it often represents purity and celebration. If a wedding brand heavily marketed itself with white in Asia without cultural adaptation, it might struggle to gain acceptance. This shows how critical it is for entrepreneurs, small business owners, and even multinational corporations to understand the cultural beliefs of the people they serve. It is not enough to have a quality product; the product must align with the beliefs and values of the consumer base. The Power of Exposure Back to my children. Another interesting belief they once held was about school drop-offs. Because I often took them to school in the mornings, they came to believe that “dads take children to school.” When they saw kids walking with their mothers, their assumption was not that the mother was accompanying them, but that the children were walking by themselves. In their minds, moms did not do school drop-offs—because they hadn’t seen it often. This may sound amusing, but it reflects a powerful truth: our environment shapes our beliefs until we are exposed to new realities. Once they saw more diversity in school routines, their thinking adjusted. The same happens with consumers. Exposure to new experiences can shift brand beliefs. A community may resist a new product at first, but with consistent communication, education, and cultural sensitivity, they can come to embrace it. That’s why global brands spend so much effort on localizing their campaigns. They know that breaking through entrenched beliefs takes time, patience, and respect for cultural values. Lessons for Brands and Entrepreneurs For entrepreneurs and brand owners, there are key takeaways here: 1. Understand the Cultural Context.    Before launching or promoting a product, research how people in that community perceive certain colors, symbols, or even product categories. What feels ordinary to you might carry deep meaning to them. 2. Respect Existing Beliefs.    Do not dismiss consumer beliefs as backward or irrelevant. They are the foundation of how people see the world. Work with them, not against them. 3. Educate and Reorient.    Sometimes, beliefs need gentle reorientation. Just as my children eventually accepted that men can also braid their hair, consumers can learn to accept new brand trends if guided properly. Use storytelling, marketing campaigns, and demonstrations to help shift perceptions. 4. Be Consistent.    Beliefs form through repetition. If your brand wants to be associated with reliability, consistency is key. Every touchpoint must reinforce that message until it becomes second nature to consumers. 5. Maximize Exposure.    Consumers must be exposed to your brand in meaningful ways. Sponsorships, community involvement, or simple word-of-mouth can help break down barriers and introduce new ideas. Beliefs are powerful. They can make or break a brand. But when managed wisely, they become a brand’s strongest asset. Why Beliefs Outlive Products One striking thing about brand beliefs is that they often outlive the products themselves. Generations pass them down. A grandfather who drove a Toyota and trusted it for reliability may influence his children and grandchildren to buy Toyota cars—not because they have personally tested every brand, but because of the belief ingrained through family stories and lived experiences. It shows that entrepreneurs cannot only think about the present; they must think about building a brand belief that survives beyond trends. When you create a brand that people associate with trust, quality, or satisfaction, that belief becomes your legacy. The Usual Resistance to Change But here’s the challenge: once beliefs are deeply set, they are hard to change. Consumers resist what feels unfamiliar. We see this in fashion, food, technology, and even social behavior. For small fashion businesses. If you introduce a new dress style […]

Ver todos los episodios