Paths to Self-Esteem

"Well, that's the news from Lake Wobegon, where all the women are strong, all the men are good looking, and all the children are above average."


For your brand to effectively tout a self-expressive benefit, you must first understand the different paths people take to self-esteem. These are the messages people want to express about themselves. Here are some of the more common paths to self-esteem:

• I am competent in my job or profession.
• I am a good mother. 
• I am a good husband or wife.
• I am attractive, handsome or beautiful. 
• I am a good person.
• I am a likable person.
• I am a good friend.
• I am making a positive difference in the world.
• I have high social status. 
• I am sophisticated. 
• I am smart.
• I am rich.
• I am powerful.
• I am a person to be reckoned with.
• I am unique/different from everyone else.
• I am my own person.
• I am creative.
• I am stylish.
• I am well educated.
• I am well read.
• I am well traveled. 
• I am better than you.