Ronith Sharmila

Friends,

Have you ever bought something not because you needed it, but because it felt like it represented who you are? Maybe a pair of Chuck Taylors that screamed “rebel” or an Apple device that whispered “creative.” That’s the magic of identity-driven branding.

Once upon a time, purchases were about utility shoes to protect our feet, a phone to make calls. Today, they’re stories. They’re extensions of us. Why? Because humans are storytellers, and our favorite brands are characters in the story we tell about ourselves.

Think about Nike. Sure, they make great sneakers, but most people don’t buy them to run. They buy them to feel like athletes, embodying the spirit of “Just Do It.” Similarly, Harley-Davidson doesn’t sell motorcycles they sell freedom. Tiffany isn’t just about diamonds; it’s about love and status.

Social media has supercharged this alignment. Brands now help us project our values, beliefs, and aspirations faster than ever. Why we buy identity:

1. Self-Expression We use brands to say, This is who I am. Patagonia signals environmental consciousness, while Gucci screams boldness and extravagance. They’re shortcuts to telling our personal stories.
2. Belonging We’re tribal creatures, drawn to groups that validate us. Wearing Supreme, driving a Tesla, or sipping a Starbucks pumpkin spice latte signals membership in a particular “tribe.”
3. Aspirations Sometimes, it’s not about who we are now but who we want to become. Brands like Rolex or Louis Vuitton thrive because they promise the next version of ourselves.

Here’s the risk: when a consumer outgrows an identity, they outgrow the brand. Remember Abercrombie & Fitch? It dominated the early 2000s but struggled when its core audience moved on. Similarly, brands that pick the wrong identity or fail to evolve actually risk alienating loyal customers. How Brands Can Balance Utility and Identity:

1. Start with Authenticity Consumers can sense when a brand isn’t genuine. Patagonia’s commitment to sustainability is a great example of staying true to mission.
2. Invite Participation Let customers co-create their story. Nike’s customizable shoes or Coca-Cola’s “Share a Coke” campaign let buyers feel like part of the brand.
3. Evolve with Your Audience Identity isn’t static. Brands like LEGO and Marvel succeed by adapting while staying true to their roots.

When we choose a brand, we’re buying more than a product. We’re buying belonging, aspiration, and connection. If you’re building a brand, the lesson is clear: don’t just sell things. Sell meaning, Sell perception.

Godspeed,

Ronith Sharmila