Seven Ways to Create Value in Self-Expression in the Age of Selfies ―The Present of Brand Strategy Transformed by Digital (Part 3)

The Age of Selfies and the Changing Value of Self-Expression

Hello. You've probably heard the term "selfie." Recently, taking photos or videos of oneself and sharing them on social media has become a global phenomenon.

The proliferation of social media, where consumers take center stage, has led people to recognize the value in sharing their life stories. Consequently, this form of self-expression has come into the spotlight, making our era truly the "Age of the Selfie."

Brands are also key players supporting this value. Fundamentally, brands offer not only functional value (e.g., obtaining a specific feature) for products or services, but also emotional value (e.g., feeling a certain way) and self-expressive value (e.g., becoming a certain version of oneself) that users gain through them.

By purchasing, owning, or using a particular brand, consumers can move closer to their ideal self or express their individuality, values, and style. Everyone likely has favorite items or brands that represent their commitment to a particular lifestyle.

However, the meaning of this self-expression value has also changed significantly. As consumers mature and place greater importance on their own values, the so-called "brand worship"—the value of owning a brand as an object of aspiration—has shifted. Now, people prefer to use and curate brands as integral parts of their own lives and values.
Today, even luxury brands cannot remain unaffected by this trend.

Furthermore, through digital and social media, the global spread of consumers sharing their own expressions and stories—symbolized by the selfie—has accelerated. For example, "YouTubers" have expanded their online video content distribution, often surpassing the reach of corporate-produced online content. Brands are now leveraging this to create marketing impact.

In fact, these shifts in consumer behavior present a significant opportunity for brands to create new value in self-expression.

Brand Stories: From Fiction to Documentary

For instance, an action camera brand successfully leveraged YouTube and other platforms to promote content creation and sharing by users expressing themselves through extreme sports, achieving rapid brand building and business growth.

In modern branding, it can even be said that co-creating value through the self-expression of these fans and users is becoming an indispensable approach.
Brand narratives are also shifting from constructed images and fiction toward relatable, authentic user experiences—documentary-style storytelling.

What kind of individuality can I express by using this brand? What meaning and self-affirmation does it bring to my life?
Brands that enter this category of self-expression tools can escape product commoditization and gain high loyalty and added value.

Here, let's explore seven approaches brands can take to create self-expression value.

1. The brand itself possesses a distinct personality and character
A brand's distinct personality, core values, and unwavering dedication not only cultivate fans and supporters but also provide a clear self-expression style. In this era where people take center stage, brand personality is becoming increasingly vital.

2. Define Target Audiences and Communities
To resonate with those who feel the brand suits them, narrow the target audience and present shared values. Also, identify the community the brand supports. This doesn't necessarily mean narrowing the market; strong self-expression value can generate supporters and followers.

3. Discover and Share User Brand Stories
Shift focus from products to users. Discover and share episodes of users' lives and experiences realized through the brand, fostering empathy and inspiration. Leverage experience sharing by ambassadors (celebrities or users who speak for the brand).

4. Make products and content customizable and editable
The ability to design for oneself or easily edit becomes a value in itself. Leverage the evolution of mass product customization enabled by digital technology. Offer editable/customizable accessories or content. LINE stickers are an example of brand elements becoming emotional expression tools.

5. Create content and services centered around lifestyle themes
Strengthen content marketing focused on attractive lifestyles and self-expression for users, rather than promoting products or brands. Also provide platforms like personal services and apps that support achieving life goals through brand usage.

6. Leverage collaboration (co-branding)
Flexibility is also a crucial element for brands serving as self-expression tools. Through collaborations with different brands, create appeal that allows the brand to flexibly adapt to diverse lifestyles and enables users to "curate" (edit) value.

7. Engage with Brands Centered on People and Communities
Forming brand communities and providing spaces for user participation and interaction fosters self-affirmation, a sense of belonging, and opportunities for self-expression. Alternatively, supporting existing communities of consumers whose values align with the brand's is also effective.

Of course, the value of self-expression also varies with cultural and national characteristics. For example, Japanese consumers are often described as passive, but this is not necessarily true.
In Japan, it seems important to express individuality within the shared context and rules of a community, and to seek empathy rather than differences. High curation ability might also be cited as a characteristic.

In any case, for brands in the digital age that can connect directly with customers, there is a significant opportunity to enhance value by leveraging the power of fans and supporters to co-create and share self-expression value.

Precisely because it's becoming difficult to differentiate brands based solely on functional value, why not reconsider brand strategies centered around the value of self-expression for customers?

(Continued in Part 4 and beyond)