The Onion Theory of Branding

In a world of fleeting trends and filtered realities, consumers are craving something real. They’re tired of surface-level interactions and manufactured personas. Think about it: dating apps have taught us that initial attraction might get you a swipe right, but it’s the deeper connection that leads to something lasting. The same goes for brands.

This is where the “”Onion Theory of Branding,”” rooted in Social Penetration Theory, comes into play. Social Penetration Theory, developed by psychologists Irwin Altman and Dalmas Taylor, explains how relationships develop through gradual self-disclosure. It’s like an onion: we start with the outer layers (superficial information) and gradually move inward towards the core (deeper, more personal details). In the context of branding, this translates to building intimacy with your audience over time.

Unveiling Intimacy with Consumers on a Deeper Level

Cultivating Belonging with Shared Values and Community Building

The Onion Theory emphasizes that building intimacy fosters belonging through revealing core values and connecting deeply with the audience.

It’s not enough to simply create a community; brands must actively engage with their members in a genuine and authentic way. This means actively listening, responding to feedback, and creating opportunities for meaningful interaction.

Peeling Back the Layers: Case Studies

Sambal Bakar Indonesia by Iben Ma exemplifies the ‘Onion Theory of Branding’ by effectively combining personal branding and social media marketing to engage TikTok users. The brand’s initial appeal lies in its functional product attributes; the delicious taste and variety of sambal. However, Iben Ma goes beyond this surface layer by emphasizing the founder’s personal story, including his culinary journey and passion for Indonesian cuisine, creating a strong emotional bond with consumers. This layered approach, where the brand gradually reveals deeper, more personal connections, builds trust and loyalty, aligning with the ‘Onion Theory’ by integrating functional product attributes with emotional and cultural connections.

Time to Start Peeling

In a world that often feels superficial, authenticity is a breath of fresh air. It’s about peeling back the layers to reveal your brand’s true identity, values, and story, creating a sense of intimacy, belonging, and lasting loyalty.

Ready to start peeling back the layers of your brand and create a connection that truly resonates?

Source: Carpenter, Amanda, and Kathryn Greene. 2015. Social Penetration Theory. The International Encyclopedia of Interpersonal Communication, First Edition. Craig, Robert T. and Heidi L Muller. 2007. Theorizing Communication: Readings Across Traditions. Los Angeles: Sage Publications. Sunjaya, Cumonley, et al. 2024. An Investigation Into The Impact of Personal Branding and Social Media Marketing on Purchase Intention Among Tiktok Users in the Indonesia Grilled Sambal Market of Jakarta. Jurnal Ekonomi Perusahaan, 31(1), 107-118