The 14 Rules of Identity
How to radically change your brand’s relationship with the user: A companion piece to The 16 Rules of Brand Strategy.
Identity precedes everything in brand strategy.
Before your company, before your product, before your market, there is your user’s identity, and that identity dictates the world your brand gets to play in.
Everything we do as consumers is an expression of who we are.
From conversion to consumption to churn, every action we take is aligned with how we see ourselves, and identity is the underlying code that makes those behaviors happen the way they do.
Identity triggers behavior.
If you can understand that code, you can radically change your relationship with the user — so radically, that your users pivot even their most deeply rooted behaviors and beliefs.
We’re constantly feeding our minds with meaning and narrative, bringing our identities to life every day through the stories we tell ourselves.
Whether it be zoning out during the ride to work or the way we treat the barista at the coffee shop, we not only live in these moments, but also observe ourselves through a third (extremely subjective) eye as they happen…
