Self Image and Branding

Most people view themselves in the context of a wide variety of identity elements:

• Race/ethnicity
• Gender
• Sexual orientation
• Age
• Intelligence
• Physical characteristics

        o   Health

           o   Fitness

     o   Attractiveness

• Personal values
• Personality attributes
• Competencies/talents
• Vocation
• Avocations/hobbies
• Religious beliefs
• Nationality
• Place of residence
• School affiliations
• Political party affiliation
• Other organizational affiliations
• Income level
• Wealth level
• Social class
• Peer or social group affiliation

Many of the identity elements interact with and reinforce (or conflict with) one another. People often emphasize the elements that are the most advantageous in a given context.  Each of these identity elements contributes to a sense of self and each of these could be an entry point for brand alignment and self-image reinforcement.

Source: Brand Aid, second edition, © 2015 Brad VanAuken