In the world of branding, status works the same way. Brands, like people, either have power or lose it; they’re either up or down in the social hierarchy, and the shifts happen constantly.
Status Games: The Hidden Power Behind Branding
Have you ever witnessed a low-key moment on public transit that somehow turned into a masterclass on human interaction? Let me take you back to a time when I was on a bus—nothing glamorous, just a regular, run-of-the-mill commute. But this was one of those moments where status, the invisible force that shapes every interaction, was on full display.
Picture this: A homeless man tries to get on the bus, and the driver, sitting pretty in his high-status position, says, "No, you don’t have the money for the fare. We’ve talked about this before." Now, this man is at a low status—there’s no denying it. The driver’s got the authority, the power, the position to dictate terms. But instead of shrinking into submission, the man does something fascinating. He drops his head, shuffles through his pockets, looking for money, embodying a humble, defeated posture. It’s classic low-status behavior—until it isn’t.
As the scene unfolds, the man shifts the dynamic. “You’re right,” he says, addressing the driver, and then, in one swift move, raises the driver’s status. “I’m just an old vet, trying to get to the VA for my treatment.” The bus full of people softens. Sympathy builds. Some passengers offer to pay the fare, and suddenly, the driver is the one whose status has dropped—big mistake. But the man, now in control, masterfully raises the driver’s status back up. He shows respect, saying, “The driver’s just doing his job.” The tension melts, the crowd settles, and the driver eventually relents, allowing the man to ride.
What happened here? One moment, we had a simple interaction between a high-status figure (the bus driver) and a low-status figure (the homeless man). The next status has shifted multiple times, like a game of human chess, until everyone involved—passenger, driver, and even the homeless man—seems to find their place in the social pecking order.
This, my friends, is the power of status. It’s not just something actors understand or something that lives in scripts; status is a game we all play every day. It shapes the way we interact with one another, the way we perceive authority, and yes, the way businesses build their identities and relationships with customers.
In the world of branding, status works the same way. Brands, like people, either have power or lose it; they’re either up or down in the social hierarchy, and the shifts happen constantly. Just as the homeless man knew exactly how to manipulate the status of the bus driver to his advantage, businesses must understand how to manage their status to thrive in a competitive market. It’s not just about what you sell—it’s about how you position yourself in the eyes of your audience, your customers, your competitors.
So, let’s dig into this. How does understanding status influence branding, and how can businesses use it to their advantage?
Status in Branding: The Silent Force Shaping Perception
If you've ever walked into a high-end store and felt an immediate sense of sophistication—whether because of the sleek decor, the carefully curated products, or the unspoken air of exclusivity—you've witnessed the power of status in branding. High-status brands like Apple, Tesla, or Gucci don’t just sell products; they sell an identity, an aura of superiority that customers willingly buy into. This status is not accidental; it’s a strategic decision built into every element of their branding.
Think about how these brands communicate through their logos, their marketing, and even their customer service. The sleek, minimalist design of an Apple product isn’t just about aesthetics—it’s about signaling authority, simplicity, and innovation. Rolex, with its timeless design and exclusive pricing, doesn’t just sell watches; it offers a symbol of success and achievement. Whether you’re holding an iPhone or driving a Tesla, you’re not just holding a piece of technology; you’re signaling to the world that you are part of an elite group.
But here’s where it gets interesting: Status isn’t static. A brand’s position can rise or fall based on how it manages its interactions with customers and competitors. A brand that rests too heavily on its high status, expecting customers to simply fall in line, can quickly find itself in trouble. If Apple were to suddenly lower its product quality, or if Tesla didn’t deliver on its promises, their status could quickly erode. On the flip side, challenger brands can strategically disrupt the status quo to create a new identity. Think of brands like Patagonia or Warby Parker, which initially positioned themselves against established giants by focusing on values such as sustainability and social responsibility. Over time, they raised their status by becoming known as alternatives that were just as reliable and desirable, if not more so, than the old guard.
In branding, you don’t just want to know where you sit in the status hierarchy—you need to constantly manage and adjust it to stay relevant. Whether you’re working to elevate your brand’s status or looking to challenge an established player, understanding the dynamics of status gives you a powerful tool to influence how customers perceive you.
Status in Leadership: Navigating Power and Influence
In leadership, status is more than just an indicator of authority—it’s about influence, connection, and the ability to motivate others. A leader who understands the dynamics of status can inspire, build trust, and navigate challenges with finesse. On the other hand, a leader who mismanages their status can create division, resentment, and disengagement among their team.
Take, for instance, the difference between a micromanager and an empowering leader. A micromanager might cling to high status by controlling every aspect of their team’s work, hovering over them, and making decisions without consulting anyone. While they may initially appear to hold all the power, their behavior often undermines trust and morale. The team feels disempowered and disengaged. This is a classic example of a leader misusing their high-status position, creating a toxic environment where innovation and collaboration are stifled.
On the flip side, a leader who understands how to adjust their status can create an atmosphere of respect and collaboration. For example, when necessary, they can step into a high-status position to give clear direction or make important decisions, but they also know when to lower their status to become approachable, empathetic, and open to feedback. By doing so, they encourage a two-way dialogue, where team members feel respected and empowered to contribute their ideas and expertise.
Keith Johnstone, in his book Impro: Improvisation and the Theatre, explored how status functions in both acting and real life. His insights are just as relevant in leadership as they are on stage. A skilled leader knows when to raise their status to inspire and guide, and when to lower it to listen and build trust. Understanding these shifts allows leaders to connect more deeply with their teams, foster a positive workplace culture, and drive better results.
Status in Public Speaking: Commanding Attention and Building Connection
Public speaking is one of the most direct places where status dynamics come into play. As a speaker, you walk into the room with a certain level of authority—you’re the one who is being listened to, after all. But status is not a one-time set-it-and-forget-it deal. As the speech progresses, your status shifts constantly in response to the audience’s reactions and your own delivery.
When a speaker starts, they often hold high status by virtue of their role: they are the expert, the authority, the one with something to say. However, keeping that high status without engaging the audience can lead to disconnection. If the speaker stands up there, speaking down to the crowd without acknowledging their reactions or inviting participation, the audience may begin to feel like they’re in a subordinate position. No one likes to be talked at.
This is where the magic happens: a skilled speaker understands that they need to balance their high status with moments of lowering it. When a speaker takes the time to ask questions, share a personal story, or admit uncertainty, they lower their status in a way that builds rapport and fosters trust. In turn, the audience feels like they are part of the conversation, not just passive listeners. This shift makes the speaker appear more relatable, approachable, and genuine. It’s the difference between being a lecturer and being a true communicator.
Keith Johnstone, again, provides insight into this in Impro: Improvisation and the Theatre. He explains that the best performers (and public speakers) understand the flow of status. They begin with high status, but they know when to step down, invite engagement, and make the audience feel heard. It’s a delicate dance—raise your status too much, and you risk alienating your listeners; lower it too much, and you lose authority. The best speakers manage these shifts seamlessly, connecting with their audience while maintaining credibility.
In public speaking, status doesn’t just define who has the microphone—it defines how effectively you connect with those listening. The subtle art of adjusting your status can be the difference between a speech that resonates and one that falls flat.
Raising and Lowering Status: The Subtle Art of Influence
Status is constantly shifting in every interaction, and understanding how to raise or lower your own status—or the status of others—can be the key to influencing conversations and outcomes. This dynamic is the foundation of effective communication, whether you're interacting with a colleague, managing a team, or negotiating a deal. Let’s break down the concept of status manipulation and explore how it works in practice.
Raising Your Own Status
Raising your own status means asserting authority, confidence, or expertise in a way that positions you as the dominant figure in the interaction. This is often used when you need to take charge, lead a conversation, or establish credibility.
For example, a manager in a meeting might raise their own status by confidently presenting data, offering insights, or making decisions. This doesn’t mean they dismiss others’ contributions—it’s about asserting control when needed. A speaker, for instance, might raise their status by using confident body language, speaking clearly, and providing well-researched information that positions them as an authority on the topic.
However, raising your status too much can alienate others. If you come off as condescending or dismissive, you risk isolating your audience, whether it’s a team member, a customer, or an entire room of listeners.
Lowering Your Own Status
Lowering your status, on the other hand, is about creating a sense of humility, vulnerability, or relatability. When you lower your status, you step down from the position of power and engage others as equals. This can be particularly effective in building trust and rapport.
For instance, a leader might lower their status in a team meeting by admitting they don’t have all the answers and encouraging others to share their ideas. This creates an environment where everyone feels valued and heard. A customer service representative might lower their status by empathizing with a frustrated customer, showing understanding, and offering help without asserting dominance.
When done well, lowering your status doesn’t mean losing respect—it’s about showing humanity and creating a collaborative dynamic. However, if you lower your status too much, you risk appearing weak, indecisive, or lacking authority.
Raising Someone Else’s Status
One of the most powerful tools in managing status is knowing when to raise someone else’s status. This is about giving others the respect, recognition, and empowerment they need to feel valued. When you raise someone else’s status, you elevate them, making them feel more important or competent.
In leadership, raising your employees’ status can create a sense of ownership and pride. For example, praising a team member’s contribution in a meeting or letting them take the lead on a project makes them feel appreciated and trusted. It motivates them to perform at their best, knowing their efforts are recognized.
In customer service, raising the customer’s status is key to defusing tension. When an agent acknowledges the customer’s frustration and respects their concerns, it elevates the customer’s status and makes them feel heard, leading to a more positive outcome.
Lowering Someone Else’s Status
Lastly, lowering someone else’s status is about diminishing their position in the conversation. This can happen in subtle ways, like interrupting, dismissing their opinions, or invalidating their feelings. When you lower someone’s status inappropriately, you risk creating resentment, disengagement, or hostility.
For example, a manager who constantly talks down to their team, ignores their suggestions, or belittles their contributions is lowering the team's status. Over time, this creates a toxic environment where morale plummets and productivity suffers.
While there may be times when it’s necessary to challenge someone's actions or correct their behavior, lowering their status too much, especially in public, can harm relationships and lead to a loss of trust.
Status in Customer Service and Client Relationships
Customer service isn’t just about solving problems; it’s about managing relationships and navigating status dynamics. In many ways, customer service interactions are the frontlines of a brand’s identity. Every time a customer reaches out, they are evaluating your brand, not just by the product they’ve bought, but by the way they are treated. A customer service rep’s status in an interaction can either elevate or deflate the relationship, influencing long-term loyalty.
Let’s look at an example: You’re dealing with a late delivery. You call customer service, and the agent greets you with a rigid, formal tone, immediately placing themselves in a high-status position: “According to our records, your delivery should have arrived by now, but I’m afraid there’s nothing we can do.” At this point, the customer is already at a disadvantage—they’re frustrated and seeking resolution. When the customer service agent maintains that high-status, dismissive approach, they exacerbate the power imbalance. The customer feels small, powerless, and unheard. This leads to dissatisfaction and the potential loss of a loyal customer.
Contrast this with a customer service rep who lowers their status to acknowledge the customer’s frustration. “I’m so sorry about the delay. Let me see what I can do to make it right for you.” By lowering their own status, the rep shows empathy and willingness to work with the customer, making them feel valued and respected. Now, instead of having to fight to get the issue resolved, the customer feels like an active participant in the solution.
This is where the concept of empathic authority comes in. It’s the ability to maintain a sense of authority while simultaneously lowering your status to connect on a human level. Brands that have mastered this balance—like Zappos, for example—are known for their outstanding customer service. Zappos empowers its employees to make decisions on the spot, lowering the status of the company to provide a solution that meets the customer’s needs. The result? A loyal customer base that feels respected and cared for.
For businesses, this shift in status doesn’t just apply to customer service reps. It extends to anyone who interacts with clients, whether in sales, support, or project management. A salesperson who approaches a client with humility—understanding their needs, offering solutions, and positioning the company as a partner—will create a more collaborative relationship. On the other hand, if the salesperson behaves like the high-status expert, the client may feel talked down to and disconnected from the process.
The ability to adjust your status to fit the needs of the situation is crucial in client relationships. When you raise your status unnecessarily or keep it too high, you risk alienating clients. But when you lower it to be approachable, empathetic, and solution-oriented, you build trust and make the relationship stronger.
Status in Negotiation: Leveraging Power Dynamics for Success
Negotiation is one of the most obvious arenas where status plays a central role. Whether you're negotiating a contract, a salary, or even the terms of a simple deal, understanding how to adjust your status can tip the scales in your favor. The dynamics of status in negotiation are subtle but crucial—your ability to raise or lower your status, or recognize the status of the other party, can make all the difference between a favorable outcome and a missed opportunity.
In most negotiations, both parties begin with different perceived levels of status. One party may feel more powerful due to their expertise, authority, or position, while the other might feel less empowered. These perceptions shape the negotiation from the outset.
For instance, a seasoned consultant negotiating a contract with a potential client may begin with higher status because of their experience. But if they act overly authoritative, failing to acknowledge the client’s needs or preferences, they risk alienating the client and losing the deal. On the other hand, if the consultant lowers their status by showing humility, listening actively, and being flexible, they can build a collaborative atmosphere that encourages trust and cooperation.
Raising Status in Negotiation
Raising your status in negotiation is all about asserting your value and expertise. This can be done through showcasing your experience, knowledge, or the unique benefits you bring to the table. However, just as in other interactions, it’s important to raise your status without alienating the other party.
For example, a salesperson may raise their status by confidently outlining the benefits of their product or service, establishing themselves as the expert in the field. By doing so, they position themselves as a valuable partner. But if they do this too aggressively, it can come off as domineering, causing the client to feel undervalued or cornered.
The key to raising your status effectively in negotiations is balancing authority with empathy. When you show that you understand the needs and concerns of the other party and can offer solutions that align with their goals, you maintain high status while still fostering collaboration.
Lowering Status in Negotiation
Lowering your status in negotiation can be a powerful tactic, particularly when you want to build rapport, establish goodwill, or defuse tension. By lowering your status, you make the other party feel more comfortable and valued, which can lead to more openness and willingness to compromise.
For instance, a negotiator might lower their status by admitting when they don’t have all the answers, or by conceding a point that is important to the other party. This vulnerability can humanize the situation, allowing the other side to feel more at ease. By shifting to a more equal status, you can create an atmosphere where both parties are working together towards a solution, rather than one party imposing its will on the other.
However, lowering your status too much can undermine your credibility, leading the other party to question your authority or the value you bring to the table. It’s important to find the right balance.
Recognizing and Adjusting to the Other Party’s Status
One of the most important skills in negotiation is recognizing the status of the other party and adjusting your approach accordingly. If you walk into a negotiation and immediately assume that the other side has lower status, you risk coming across as disrespectful or dismissive. On the other hand, if you recognize that the other party has higher status, you can adjust your strategy to meet them on a level that fosters mutual respect.
For example, if you’re negotiating with someone who has more authority or experience, lowering your own status slightly to acknowledge their expertise can establish goodwill. Conversely, if you're negotiating with someone who might feel insecure about their position, subtly raising their status (without overdoing it) can help build trust and cooperation.
Status in the Digital Age: Social Media, Influence, and Online Branding
In today’s digital world, status is no longer confined to face-to-face interactions. Social media and digital platforms have created a new landscape where status dynamics play out in real-time, with individuals and brands constantly adjusting their status to maintain relevance, engage followers, and build their online identities. Whether it’s influencers, companies, or even individuals managing their personal brands, the rules of status are being played out at an accelerated pace online.
On social media, everyone is in the game—competing for likes, shares, and followers. But just as in real life, managing status in the digital world is about more than just visibility. It’s about how you position yourself relative to others and how you manage your interactions with your audience.
Influencers and Digital Status
Influencers are a prime example of status manipulation in the digital age. A successful influencer has mastered the art of raising their own status by cultivating a unique persona that resonates with their audience. They often project an air of authority or expertise in a particular area—fashion, fitness, lifestyle, or beauty—and build a following by presenting themselves as a high-status figure worth emulating.
However, the best influencers don’t just stay in the "high-status" zone; they know when to lower their status to connect with their audience. By showing vulnerability, admitting imperfections, or sharing personal stories, they make themselves more relatable and authentic, inviting their followers to see them as equals, not just idols.
Brands in the Digital Space
Brands, too, are constantly adjusting their status in the digital world. A brand like Nike maintains its high-status position by consistently delivering cutting-edge products, promoting high-profile athletes, and creating aspirational messaging. But in the age of social media, it’s not enough to just project a powerful image. Brands must also engage with their audience and show authenticity. This is where many brands lower their status by responding to customer inquiries, sharing user-generated content, or acknowledging mistakes openly. This balance creates an online identity that is both authoritative and approachable.
For example, brands like Dove and Patagonia have mastered the art of raising their status by championing causes like body positivity and sustainability, while lowering their status by making customers feel involved in these initiatives and supporting them with clear, authentic messaging.
The Danger of Overexposure
However, status manipulation in the digital age comes with its challenges. Overexposure—whether through excessive self-promotion or constant "bragging"—can quickly backfire. Too much of a high-status position can come off as inauthentic or out-of-touch, especially in a world that craves realness and relatability. Whether it’s a brand or an individual, people are becoming increasingly sensitive to overly curated, high-status personas that feel disconnected from reality. In this world, humility and transparency can sometimes be just as powerful as authority and expertise.
The key is balance. Managing your status online, just like in real life, is a fluid process that requires constant adjustment. It’s not just about being the loudest or most visible in the room (or on the feed)—it’s about knowing when to assert your authority and when to lower your status to foster connection and build trust.
Summing Up: The Power of Status in Business and Branding
Status is a powerful, yet often invisible force that shapes our interactions—whether in the boardroom, on a stage, or within the customer service line. From personal relationships to leadership and public speaking, understanding the dynamics of status can elevate your effectiveness, build stronger connections, and drive better outcomes. In branding, managing your status isn’t just about maintaining a high position—it’s about knowing when to raise your status for authority and when to lower it for relatability. It’s a delicate dance, but one that every business must master to thrive in a competitive market.
As brands, leaders, and communicators, we have the ability to influence our own status and adjust to others' positions. Whether you're negotiating a deal, managing a team, or shaping your company's image, understanding the subtleties of status can give you the upper hand. A brand that knows when to flex its authority and when to step down in humility is a brand that can engage its audience authentically and earn lasting loyalty.
At ThoughtLab, we specialize in helping businesses understand the intricacies of branding, especially how to position themselves and their company effectively in a crowded marketplace. With our expertise in branding, messaging, and strategic positioning, we guide organizations to create powerful identities that resonate with their target audience, elevate their status, and create meaningful connections. Whether you're looking to refine your brand’s messaging or develop a compelling identity that speaks to your customers, ThoughtLab is here to help you navigate the complex world of branding and status dynamics.
