Many consumers today tote their preferred brands like badges of honor — so much so that these brands become part of their identities.
In a time before the world went digital, the only point of connection between customers and brands was when customers actually purchased a product or service. Now, brands have the opportunity to tell stories through social media messaging and other branding methods. When companies build their brands, they build their personalities. When customers relate to those personalities, they connect on an emotional level.
