Episode #530: Identity Marketing 101: The Secret to Creating Brand Devotion Like Barbie, Harley & Taylor Swift with Veronica Romney

Thrive By Design: Marketing and Growth Strategies For Jewelry and Luxe Product Brands

Want to build the kind of passionate brand loyalty that has fans trading friendship bracelets like Swifties or being buried in branded caskets like Harley riders? In this episode, I sit down with certified master marketer Veronica Romney to uncover the game-changing framework of identity marketing - the secret weapon behind brands like Taylor Swift, Barbie, and Harley Davidson.

Veronica breaks down her four-step process to create unbreakable brand loyalty by connecting with who your customers want to BECOME, not just who they are today. With the trust landscape shifting dramatically in 2025, this conversation is essential for any creative entrepreneur looking to stand out.

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

Here are the resources mentioned in the show:

• Download my 50 AI Content Prompts for Jewelry Makers
• Get Veronica's book "Identity Marketing"
• Follow Veronica on Instagram
• Veronica’s Podcast - The Rainmaker Podcast

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