Brand love or catfishing – are you falling for a fake? The world is over flooded with brands. And the tide is rising higher every day. As we battle to swim through a sea of ads, logos and slogans, it’s time to ask some poignant questions. Are brands empowering us? Or, are some controlling us in ways we don’t even realise?
A catfish is someone who steals an identity to lure victims into a relationship that feels real but isn’t. Deceptive? Yes. Manipulative? Definitely. It’s also emotionally harmful. But is it possible that some brands are guilty of catfishing their audiences?
Here, we’ll explore the psychology behind out deepest connection with brands. How they mould our identity and how purpose-driven branding inspires belief. But we’ll also confront some uncomfortable truths: When does connection sink into coercion? And how can brands build trust without crossing the line into manipulation?
In this ocean of endless choices, the brands that offer life rafts don’t just sell us stuff – they empower us, enrich our lives and create worthy movements. But, with great power comes great responsibility. So, let’s dip in deeper to discover how businesses can spark loyalty and belief, whilst staying true to their audience – and to themselves.
Why we choose one brand over another
There are plenty of reasons, but for the purposes of this article, let’s swoop in on just one … identity reinforcement.
We choose brands that reflect who we are. But ever deeper, we’re drawn to brands that reflect who we want to be and how we want to be seen by others – especially if we aren’t there yet! Take a North Face jacket – warm, functional, stylish – but also, a declaration, “I’m adventurous, outdoorsy, and this price tag shows I take fitness seriously.”
As more active people wear North Face, it becomes more and more desirable to those who aspire to be active but haven’t quite mastered it yet.
The truth is that while the brands we choose become shorthand for our values and aspirations, they can also homogenise. When everyone dons the same logos, are we truly expressing ourselves? Or are we subconsciously drifting along with the tide?
Identity theft or coercive catfishing?
Here’s where things get a little murky. In the bid to hook hearts (and wallets), some brands rely on subtle psychological tactics to create new desires, insecurities, and sometimes, they even hijack our identities.
With glossy influencers that showcase the latest handbag, fitness gadget, or skincare product with the promise that happiness, health, or beauty are just a click away. With lifestyle ads that make us feel less than perfect, highlighting a void we never knew we had, then presenting “solutions” already neatly packaged and ready to buy.
What starts as an emotional connection can all too easily capsize into coercion. By presenting a “perfect” alternative, brands make us believe we need to be someone we’re not or have something we never knew existed.
The best brands foster genuine relationships built on trust. They’re honest about their mission, they back up promises with action, and they create emotional connections based on share values.
But just like catfish, manipulative brands use carefully crafted but false identities to reel us in. Presenting themselves as picture-perfect, trustworthy, or value-driven, while beneath the surface, their intent is far less noble. They may:
- Exploit insecurities to create false needs.
- Promise outcomes they can’t – or simply don’t – deliver.
- Build loyalty based on superficial connection rather than genuine alignment.
When the catfish become sharks
While B2C brands may manipulate our emotions or prompt us to buy things we don’t need, in the corporate space, there’s a far darker side to brand catfishing. Enter the sharks.
Just look at the recent ransomware attack on Deloitte. Cybercriminal group Brain Cipher posed as a trusted entity to infiltrate the company’s systems. Undetected, the group went on to steal data, shatter trust and expose vulnerabilities that have rippled far and wide.
In B2B, trust is everything, and the sharks know exactly how and where to bite.
So, how can you spot a brand catfish?
Recognising manipulative branding isn’t always easy, but there are some red flags we can all watch out for:
Too good to be true: They promise the world but deliver very little. If it sounds too good to be true, then .. yep, you guessed it! Authentic brands are upfront about what they can realistically offer. They set clear expectations and deliver on them.
All fur coat, but no knickers: They lack depth, with flashy slogans and surface-level values but no information on how the company lives by them. Instead, authentic brands back up their claims with real-world examples, evidencing how they put their values into action.
Schizophrenic identity: With inconsistent messaging or conflicting behaviour – even they seem confused! On the flip side, authentic brands talk the same talk and they walk it. They stick to their guns, and that builds your trust.
Too cool to care: They might look flawless but look closely and you’ll see they gloss over any errors or omissions. Instead, authentic brands embrace vulnerability and transparency. They admit to mistakes and learn from them.
Activism just for show: They shout about championing good causes but never actually lift a finger (or open a chequebook). Whereas authentic brands focus on meaningful action not performance virtue-signalling. They earn credibility and respect through genuine commitment.
Why it all matters
As brand consumers, every choice we make sends a message about what we value – honesty, transparency, meaningful action. By joining forces, we can drown out the catfish and elevate the brands that truly make a difference.
As brand creators, we simply need to be real. When we lead with purpose, integrity and action we build brands worth believing in.
In short, as consumers we can demand better and as creators we can deliver it.
We’re all in charge of creating tomorrow. Let’s work together to turn the tides and make branding a force for good.
