Overview
People don't just buy products; they buy into ideas of who they want to be. Create a brand that represents a lifestyle or set of values. Patagonia doesn't just sell outdoor gear; it sells environmental consciousness.
Company examples
- Patagonia - Sells an environmentally conscious, outdoor lifestyle identity
- Peloton - Markets a high-end, tech-savvy fitness identity
- Supreme - Offers an exclusive, streetwear culture identity
- Others: Dad Gang
Questions to consider
- What aspirational identities or lifestyles are emerging or underserved?
- How can we create a brand that embodies a specific identity or set of values?
How to cite
Faster Than Normal. “Sell an Identity Framework.” fasterthannormal.co/business-frameworks/sell-an-identity. Accessed 2026.