Episode 530: Identity Marketing 101: The Secret to Creating Brand Devotion Like Barbie, Harley & Taylor Swift with Veronica Romney
Did you know that Taylor Swift didn't create the term “Swiftie”? Her fans did! And now these super fans are trading friendship bracelets, dressing in sequins, and showing up in full force just like she does. This is the power of identity marketing – a revolutionary approach that creates the kind of brand loyalty that has Harley-Davidson riders requesting branded caskets (yes, really!).
In this value-packed episode of Thrive by Design, I had the pleasure of speaking with certified master marketer Veronica Romney about her new book, “Identity Marketing,” and how this approach can transform your jewelry or creative business in 2025.
In this Episode, You’ll Learn:
- [04:25] The difference between traditional brand identity vs. identity marketing
- [12:01] The 4-step framework: Find, Prove, Name, and Dress your audience's identity
- [17:41] Why your customer's emotional identity is directly tied to your financial success
- [21:55] How to adapt your strategy to today's hyper-skeptical buyers
- [34:15] Powerful examples of small businesses using identity marketing successfully
What is Identity Marketing?
Most of us are familiar with brand identity – your logo, colors, typography, and brand voice. It's how you differentiate yourself externally from everyone else. But identity marketing flips the script completely.
According to Veronica, identity marketing isn't about you or your brand at all – it starts with the consumer. While brand identity focuses on YOU, identity marketing focuses on WHO YOUR CUSTOMERS WANT TO BECOME. It's about creating such a deep connection with your customers that they literally want to be “buried in your brand.”
This approach has transformed struggling companies like Barbie into global phenomena and created the kind of loyalty that has Harley Davidson enthusiasts requesting branded caskets. But how can jewelry designers and creative entrepreneurs apply these same principles?
The 4-Step Identity Marketing Framework
In our conversation, Veronica shared her powerful framework for implementing identity marketing in any business:
1. FIND Your Marketable Identity
The first step is realizing that your customers are already self-labeling. People naturally give themselves names before brands do (like Swifties named themselves before Taylor Swift adopted the term). The key is discovering what your customers are already calling themselves or aspiring to be.
2. PROVE It Works
Not every identity that emerges in your research will resonate with your audience. Veronica shared a fascinating example of how sometimes what seems like an obvious identity can actually be intimidating to your audience.
3. NAME It Meaningfully
This step goes beyond just slapping a label on your audience. It's about giving depth and meaning to the identity through philosophy, slogan, non-negotiables, and a rich context that people can connect with on a deeper level.
4. DRESS It Vividly
The final step brings your customer's identity to life through personification. This is where the fun begins – when you close your eyes and picture someone who embodies this identity, what do you see?
In the episode, Veronica breaks down each step with practical examples that any jewelry designer or creative entrepreneur can implement immediately.
Why Your Customers Are Going Through the “Biggest Rebrand of Their Lives”
One of the most profound insights from our conversation was Veronica's observation that in 2025, it's not businesses that are experiencing the biggest rebrand – it's the customers themselves.
She explained that consumers are going through massive identity shifts due to collective experiences like the pandemic, economic pressures (rising costs of everything from eggs to housing), and intense political divisions. Many people have been forced to reconsider who they are and what they value.
These collective and personal experiences have fundamentally shifted how people identify themselves. This means that even if you understood your customer a few years ago, their identity has likely evolved dramatically – and your marketing needs to evolve with it.
Building Trust in a Skeptical Marketplace
Veronica acknowledged that many businesses are experiencing longer sales cycles and more hesitant buyers. This stems from a fundamental shift in consumer sentiment – distrust is now the number one buyer sentiment. Today's consumers actively look for negative reviews first, filtering by the lowest ratings to see “the dirt” before making decisions.
Her advice? Consistency is key. When buyers are experiencing instability in their own lives, they're drawn to brands with unwavering convictions – not necessarily the loudest personalities. People are being “shook” in their own lives, so they're not looking for providers who seem equally unstable. They want brands with strong, consistent convictions they can rely on.
How to Apply This to Your Creative Business
Veronica's approach works for businesses of all sizes. It's perfect for jewelry designers and creative entrepreneurs in our community.
Small businesses have an advantage in this new landscape. Veronica explained why intimate customer connections matter more than ever in 2025. Creative entrepreneurs can use this to outperform larger companies.
For those launching something new, Veronica shared counterintuitive advice. Her perspective on handling past experience changed my approach completely.
Identity marketing isn't just for billion-dollar companies. It's a framework any creative entrepreneur can use to build deeper connections.
Listen to the full episode with Veronica Romney on your favorite podcast platform. Her insights will transform how you approach marketing in today's marketplace. If you found this valuable, please leave a review on Apple Podcasts. Your feedback helps others discover strategies for building unshakable brand loyalty.
Want to learn more about identity marketing? Grab Veronica's new book at identitymarketingbook.com.
xo, Tracy
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Links in this episode:
Follow @vromney on Instagram!
Veronica’s Book – Identity Marketing
FREE GUIDE: 50 AI Content Prompts for Jewelry Makers, Designers & Product Brands
Buy My Book: The Desired Brand Effect