Branding Is All About The Individual

Your brand is no longer just about you or your company. Now, branding is all about the individual. They are seen as symbols representing some part of a customer's personality, and 89% of customers will stay loyal to a brand that matches their personal values, according to a 2017 study by the Global Digital Agency.

Someone who proudly wears Nike is likely into health and physical activity, someone who is an animal rights supporter will shop for cruelty-free brands and a woman of color will likely take pride in supporting brands owned by other women of color.