​Brand Identity in the Midst of Product Personalization

By: Haley Keding
 
It’s no longer acceptable for brands to have one, signature product. We live in the age of personalization where consumers want to be recognized as individuals while using products from the brands they know and love. This poses a challenge- how do brands become more personal but maintain a solid, unchangeable identity?
 
A consumer’s desire for personalization stems from the general human need to feel valued and loved. People want to feel special and be acknowledged for their uniqueness. Different social movements focus on the diversity of humanity by highlighting the uniqueness of our skin color, body shape, sexual orientation and family history. Society says each person is valued and important and brands need to think that way too.
 
So the question isn’t really how do brands create an individualized but unchangeable identity. Instead, we need to ask- how can we make consumers believe they are valued by our brands?
 
Nike demonstrated its value of consumers though NIKEiD, which is a “collaboration between you and Nike” and allows consumers to customize their own Nike products “exactly how you want.” Nike created a template for consumers to use and encouraged them to be creative with its product, successfully balancing its brand identity with the consumers need to feel valued.
 
Pura Vida bracelets also embrace consumer individuality. The bracelet company donates a portion of its profits to charitable organizations and offers a wide variety of bracelets that support different philanthropic causes. Pura Vida allows its consumers to choose the charity they want to support and purchase a bracelet that corresponds with the cause. Pura Vida promotes individuality and diversity through its range of bracelets while also encouraging its consumers to do good.