When brand becomes identity

I find it so strange when people introduce themselves with corporate affiliations.

“I’m a Glossier girl,” “I only wear Rick Owens,” “I can’t live without my emotional support Stanley Cup.” Girl… how much are they paying you???

If the answer is nothing, then STOP THAT. Over time, brand loyalty has morphed into personality replacement. But how has it gotten this deep? And at what point does devotion cross into full-blown identity crisis?

The personal brandification of… YOU.

Brands have shifted the focus away from producing things we like. Now, it's about becoming part of our personalities - becoming who we are. Social media, hyper-targeted marketing, and influencer culture have all fuelled this transformation. They've given brands new ways to signal identity, rather than just preference.

Wearing a certain logo isn’t just a fashion choice - it’s a declaration of values, status, and even belonging. “I only get my coffee from Dunkin’.” “I don’t just work out, I do Pilates at Equinox.” Every buy is a badge, every brand a tribe.

From fans to followers to fanatics to freaks

Obviously, brand loyalty isn’t new. But at some point, it stopped being about simply liking a product. Somewhere down the line, product love started resembling… worship? Kinda creepy obsessed vibes. People cry over Disney, camp out overnight for Supreme drops and treat Apple keynotes like some kind of freaky religious ceremony.

Take Tesla superfans, for example - defending the brand’s honour online as if Elon Musk's their bestie. Or the Swifties, who engage in digital warfare over any perceived slight against T-Swizzle and her actions.

Don't even get me started on brand tattoos. That's right - permanently inking McDonalds receipts, Harley Davidson logos, and Mickey Mouse (yes, he counts). Is this fandom or indoctrination? Or worse, is it literally looking into to the bleeding jaws of capitalism and saying “yes daddy please”?

How brands engineer devotion

Brands didn’t stumble into this cultification by accident - they very much built it. So, if you wanna play demon brand overlord, here’s the playbook:

(What? I never said I wasn’t evil.)

• Exclusivity & scarcity – The more unattainable something is, the more people want it. Just like every person I’ve ever had a crush on (pardon the self-dunk). Limited drops, long waitlists, and VIP memberships all create desire through deprivation.

• Community & ritual – A strong community fuels brand worship. Whether it’s Peloton riders hyping each other up to go nowhere (zing!), or sneakerheads dissecting the latest Nike collab.

• Emotional connection – Apple isn’t just selling tech, it’s selling creativity. Disney isn’t just selling movies, it’s selling nostalgia and childhood magic. The best cult brands don’t just sell products; they sell feelings and experiences.

The good, the bad, and the existential crisis

On one hand, strong branding creates meaningful communities. But on the other, it makes people so emotionally invested that criticism of their favorite brand feels like a personal attack. We talk about parasocial relationships with influencers, but what with brands? Are we really choosing these brands, or are they choosing our identities for us?

For me, there’s one clear takeaway: building a brand that inspires deep loyalty isn’t about the product. It’s about the story people want to tell about themselves. But in a world where corporations feel like personality traits, it’s never not worth asking: who are we when we strip the brands away?

If that thought makes you uncomfortable, Then it might be time to log off, touch some grass, and drink water. That is, out of a discrete, non-branded cup, of course.

-Sophie, Writer