Despite Samsung’s overwhelming product innovations, brand loyal customers of Apple continue to buy its products worldwide.

How do they make such powerful brand image in consumers’ heart and mind?

Put those large enterprises aside.

Many small business owners have built powerful brand identities that people adore and trust. How did they do it?

I started my research.

And soon, I came across Tony Robin’s remarks on the importance of brand identity.


Brand Identity From Tony Robbin’s Perspective


In one of his articles, he said that brand identity represents your business purpose. It is the business mission.

He stated that if your target consumers believe in your business values, they will trust you. They will turn into your loyal customers.

Cool. But my question is, how do I decide what should be my brand identity?

I did not know that the answer to my question lies in Jessamyn Rodriguez’s story.


Hot Bread Kitchen Story: Discover and Build Brand Identity Based On Core Business Intentions


Jessamyn Rodriguez Builds a Bakery Business that Values Women Empowerment


Source: Hot Bread Kitchen


Jessamyn Rodriguez is the CEO and founder of Hot Bread Kitchen.

But her ten years long career had nothing to do with this niche of business.

Her day to day job responsibility was doing policy analysis on immigration and social justice.

But her intellectually stimulating job could not fulfill her core desire. She wanted to work directly with the victims. She wanted to help them.

She had the idea of Hot Bread Kitchen in mind for ten years. Knowing that the desire alone would not help her, she decided to act on it.

So she did a master baking certificate course at the New School. She worked as an apprentice under Mark Fiorentin at the Restaurant Daniel.

Mark Fiorentin later hired her in the classic French bakery. There she gathered as much baking experience as she could.

And then she launched the business with a small group of women from her house in 2007.

Her business quickly grew in size, and they moved to a commercial kitchen.

Now Hot Bread Kitchen provides bakery training to their staff.

They have entered into a partnership with Whole Foods Market. Whole Foods Market helps Hot Bread Kitchen in product delivery and distribution. They also hire their graduates.


So what helped Jessamyn Rodriguez’s build brand identity?


Her intention or desire gave her a business purpose and helped her build a brand identity.

She wanted underprivileged women to acquire skills, be independent and gain financial freedom. She wanted to build tolerance.


Source: Mizuho Americas


So Jessamyn Rodriguez had a clear business purpose. She wanted to develop a culturally diversified workplace that could encourage women empowerment.

As a result, her kitchen produces multi-ethnic bread that her customers adore. Besides, the profits from her business contribute to the bakers’ financial and career prosperity.

People identify Jessamyn Rodriguez’s business for her exceptional business value. And of course, they love her bread.


I came across another story. This story also shows that you can build a brand identity around a subject that you care and drive sales simultaneously.


Beardbrand’s Story: Build Brand Identity For a Cause You Care and Drive Revenue

 0 to $120k per month in less than a year





Beardbrand founders wanted to build a brand identity for a cause. Their brand identity and value proposition helped them take their revenue from 0 – $120k per month in less than a year.

If you go to their “About” page, their vision statement points out the reason for starting the company and building a brand identity.

A group of three people runs Beardbrand. Eric Bandholdz, the spokesperson of Beardbrand, states that his intention is to change the society’s perspective about beards.

Their business purpose is to encourage style for urban beards-men.

Beardbrand sells high-quality grooming and styling products for men with beards. Cool!

They have a community of beards men who believe in their idea. The idea is to help beards-men have access to quality products that can look after the styling and grooming part and strike out the thought that beards are a fad.

Beardbrand’s business purpose and unique value proposition helped them create demand for their product, sell to the right audience segment and build brand identity.




The message is clear here.

Our business intention builds the foundation of a great or bad brand identity.

The process of developing a brand identity starts as soon as you realize the drive behind starting a business.

First, you identify your core business intention (why do you want to launch the business?).

Second, you make it your business purpose. And then, with careful nourishment and achievement of your business purpose, you gradually build brand identity.

Most customers make informed purchase decisions nowadays. If you can build brand identity that people can resonate with, you will be able to grow and retain your audience.

What do you think?