How Personal Identity Shapes Brand Loyalty

Traditional marketing wisdom suggests that the stronger our connection to a brand, the more loyal we become. But new research from Liad Weiss and Robin J. Tanner challenges this notion, revealing surprising insights into how our identities shape our preferences, even when our emotional ties to products remain the same.

We often think our product choices are driven by practicality or habit. Yet, our identities play a far more significant role. This study introduces a fascinating distinction between two types of consumer identities:

1. Product-Dependent Identities – These require specific products for self-expression. For example, a chef needs specialized kitchen tools to feel authentic in their role.

2. Product-Independent Identities – In contrast, these don’t rely on specific products for self-expression. A foodie, for instance, can enjoy their passion without needing branded kitchen gadgets.

The researchers discovered that when people identify more with product-independent roles, their preference for products that are connected to personal identity weakens. In fact, they might even prefer brands they previously disliked. This challenges the belief that strong identity to a product always boosts brand loyalty.

Across five studies, the researchers found that:

• When people were encouraged to see themselves in ways that don’t depend on owning specific products (like enjoying nature), they were less loyal to brands compared to those who saw themselves in ways that did depend on products (like needing gear for outdoor activities).

• This effect was stronger for people who care a lot about owning things. Usually, they avoid products they don’t feel connected to, but they were more open-minded when they saw their identity as less tied to specific products.

Understanding whether your target audience identifies with product-dependent or product-independent roles can be a game-changer for brand strategies. If a consumer’s identity is chronically product-independent, they’re more likely to switch brands, even if they feel emotionally linked to their current choice.

The research also shows that brands can identify product-independent consumers by analyzing social media interests. This opens the door to strategic targeting for brand-switching campaigns.

1. Identity-Based Targeting – Segment audiences based on product dependence. For example, market high-end cooking tools to chefs (product-dependent) but emphasize sensory experiences to foodies (product-independent).

2. Priming Product Independence – Brands aiming to lure loyal customers from competitors can strategically prime product-independent identities. This approach makes consumers more open to exploring new options.

3. Social Media Insights – Leverage social media analytics to identify users whose profiles reflect product-independent lifestyles. These consumers are prime targets for brand-switching campaigns.

This research reshapes our understanding of brand loyalty by showing that identity expression—not just emotional connections—dictates consumer preferences. It also highlights the functional role of products in identity expression, influencing whether consumers remain loyal or explore new brands.

For marketers, this means thinking beyond the usual ways of connecting products to people’s identities. It’s about understanding that people’s sense of self is always changing and using that to create better customer connections. As people’s identities shift, marketing strategies need to change too. By knowing when and why people lose interest in products they once felt connected to, brands can reach customers in a more meaningful way.