The Onion Theory of Branding
Peeling Back the Layers to Authenticity
Apr 8, 2025
Read Time : 6 min
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
- Breadth and Depth: Brands build intimacy by sharing a variety of content (breadth) and revealing their values, mission, and personality (depth).
- Reciprocity: Brands should foster two-way communication by listening to feedback, responding, and creating dialogue.
- Vulnerability: Brands become relatable by sharing challenges, mistakes, and showing they are people with passion and a story, not just a corporation.
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.
- Shared Values: Define, communicate, and embody core values to attract like-minded customers and create shared purpose.
- Community Building: Foster belonging by creating online/offline spaces (forums, groups, events, loyalty programs) for customer-brand connection.
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? Let’s work together to craft a brand story that’s as authentic as it is compelling.
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
The Onion Theory of Branding
Peeling Back the Layers to Authenticity
Di dunia yang penuh tren dan realita yang difilter, konsumen perlu sesuatu yang nyata. Mereka bosan dengan interaksi yang apa-adanya dan persona yang dibuat-buat. Contohnya, dating apps udah ngajarin kita kalau first impression yang WOW mungkin bikin kamu dapet swipe right, tapi yang bikin hubungan langgeng ya koneksi yang mendalam. Hal yang sama berlaku buat brand.
Kita nggak lagi puas sama logo keren atau slogan yang nempel di kepala; kita pengen tahu cerita di balik itu, brand value mereka pegang, dan cerita yang mereka bawa. Di sinilah “”The Onion Theory of Branding,”” yang berakar dari Social Penetration Theory, berperan. Ini tentang ngupas lapisan-lapisan buat mengungkap inti autentik brand kamu, membangun koneksi yang tulus di dunia yang terobsesi sama hal yang superfisial.
Social Penetration Theory, yang dikembangin Irwin Altman dan Dalmas Taylor, ngejelasin gimana hubungan berkembang lewat pengungkapan diri yang bertahap. Ibarat bawang: kita mulai dari lapisan luar (informasi superfisial) dan perlahan masuk ke dalam menuju inti (detail yang lebih dalam dan personal). Dalam konteks branding, ini berarti membangun intimasi sama audience kamu seiring waktu.
Unveiling Intimacy with Consumers on a Deeper Level
- Breadth and Depth: Brand membangun keintiman dengan membagikan beragam konten (luas) dan mengungkap nilai, misi, dan kepribadian mereka (dalam).
- Reciprocity: Brand harus membina komunikasi dua arah dengan mendengarkan feedback, merespons, dan interaksi
- Vulnerability: Brand jadi relatable dengan membagikan tantangan, kesalahan, dan menunjukkan bahwa mereka adalah ‘manusia’, bukan hanya korporasi.
Cultivating Belonging with Shared Values and Community Building
The Onion Theory menekankan bahwa membangun intimasi bisa mendorong rasa memiliki melalui pengungkapan core values dan hubungan yang mendalam dengan audience.
- Shared Values: Definisikan, komunikasikan, dan wujudkan core value untuk menarik pelanggan yang berpikiran dan bertujuan sama.
- Community Building: Bangun rasa memiliki dengan menciptakan ruang (forum, grup, acara, program loyalitas) untuk koneksi pelanggan-brand.
Oiya, ngebangun komunitas aja nggak cukup. Brand harus aktif engage dengan anggota komunitas secara tulus dan autentik, dengan aktif mendengarkan, merespons, dan memfasilitasi interaksi yang bermakna.
Peeling Back the Layers: Case Studies
Sambal Bakar Indonesia punya Iben Ma nunjukkin gimana “”The Onion Theory”” bisa diterapin dengan efektif, dengan cara ngegabungin personal branding dan digital marketing buat engage pengguna TikTok. Daya tarik awal brand ini ada di atribut produk fungsionalnya; rasa dan variasi sambal yang enak. Tapi, Iben Ma juga nekenin cerita pribadinya, termasuk perjalanan kuliner dan kesukaannya sama masakan Indonesia, nyiptain ikatan emosional yang kuat sama konsumen. Pendekatan berlapis ini, di mana brand perlahan ngungkapin koneksi yang lebih dalam dan personal, terbukti sukses ngebangun kepercayaan dan loyalitas pelanggan.
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? Let’s work together to craft a brand story that’s as authentic as it is compelling.
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