Why do Apple users swear they could never switch to Android? Why do some people only drive BMWs? Why do you instinctively trust one brand over another without really knowing why?
It all comes down to identity markers—the invisible forces shaping our choices.
These aren’t just preferences; they’re psychological anchors. We don’t buy things. We buy who we think we are.
A business owner might justify buying a Tesla by saying it’s about sustainability. But deep down, it’s also about status and innovation.
A creative professional using a MacBook doesn’t just like the OS—it’s an identity marker of being part of a tribe that values aesthetics and originality.
A consultant charging premium rates isn’t just pricing for value—it’s reinforcing an identity of exclusivity and expertise.
The Psychology Behind It
Identity-Based Motivation (IBM) explains that when a behavior aligns with how we see ourselves, it feels natural. If it doesn’t, it creates resistance. That’s why a "healthy eater" sticks to their diet, even when it’s hard—they interpret the struggle as proof of commitment. (Oyserman, 2009)
Symbolic Self-Completion Theory suggests that when we feel incomplete in our identity, we use brands and products to fill the gap. That’s why a new entrepreneur might invest in a luxury watch or an expensive suit—to signal their success before they’ve fully achieved it. (Wicklund & Gollwitzer, 1982)
Try This: Your Customer’s Identity Markers
If you want to connect deeper with your audience, ask yourself:
1. Who are they trying to be? Are they innovators? Leaders? Rebels?
2. What symbols reinforce that identity? What products or services help them prove it?
3. How does your brand fit in? Are you helping them affirm who they are or become who they want to be?
Your customers aren’t just buying a product. They’re buying a story about themselves. Make sure your brand is part of it.
And speaking of identity—our clientele at Inciting Incident are the kind of people who see the world differently. They’re relentlessly curious, ambitious, and highly collaborative. If that sounds like you, let’s talk.
Sources: Oyserman, D. (2009). Identity-based motivation and consumer behavior. Journal of Consumer Psychology. Wicklund, R. A., & Gollwitzer, P. M. (1982). Symbolic self-completion.