The establishment of a clear identity in business is as important as it is for us personally. As this idea permeates commerce, we may question what identity means. How do we take personal, social and psychological characteristics of identity and apply them to corporate and/or brand identity?

Below, I take a closer look at the world of identity creation, which is based on the processes of self-knowledge and self-development – according to Rolf Oerter & Leo Montada – and I  apply this understanding to the new direction of “identity claim.”

Covid-19 has isolated and paralyzed us socially and economically, and we are just now beginning to see the light after nearly 18-months of identity-weakening lockdown. The effect has been twofold. For many, it has caused us to seek connection in the simplest forms, such as dog-walking or retail shopping while being masked, just so we could get out of the house and be among other people, if not our families. For others, however, this isolation has exacerbated weak self-identity characteristics that existed before the pandemic. Businesses are similar to people in this respect: They found themselves scrambling to re-identify brand and purpose in a world changed by a new reality that jarred our existence in every way.

Another parallel for businesses is that they, too, must be accepted, integrated and supported by their community (consumers) for branding at any level to be meaningful and significant. This support has the effect of melding a brand with the personal identities of the consumer, and this is key to effective marketing. On a micro level, effective face-to-face business contact brand or corporate identity, and it requires skill.

The ways in which we effectively communicate and present ourselves personally also apply to business. Identity on a personal or business level is best conveyed by clear visual presentations, uniform communication, positive attitude and meaningful body language and dialogue. Attention to detail pays off in big ways. Smiling, listening, looking your counterpart in the eyes when you or they speak and expressing a joy for life take a professional encounter to a high level.

Gestures and facial expressions are also an important means of communication. Without saying anything, I can give great meaning to the interaction process and thereby control gestures in an attempt to gain a desired reaction.

As in the case of branding, personal communication in business requires consistency and repetition of intent. Language is like the thread of a fine textile: It must be applied in a uniform and repetitive manner for it to develop and convey a desired identity, the texture and sight of which is recognized and appreciated by business counterparts or consumers.

Establishing a clear and recognizable identity is vital to sustaining the new luxury paradigm. Consumers who strongly identify with a brand become ambassadors for the related products and services they prefer. When this happens, personal and brand identity become one. This creates the roots of a trust that cannot be replicated by billboard or magazine ads and will last for the long-term.