2. Do you know why you buy what you buy? Look at the brand on your shirt, hat, and shoes and the logos on your laptop, water bottle, or car. What why of the brand story matches your why or story of your ideal self? Are there any products or services that you buy for utilitarian function only? Or do they all have some why story that is calling you to join the brand community?

Fill out the brand/buyer social identity template and worksheet for your brand and target audience or for yourself and one of your favorite brands.