Twenty years ago companies could get away with the idea of, “if I build it, they will come”—as a way to sell their products and services. In this modern age of social media and consumer co-creation, building business is particularly difficult. It takes more than just traditional marketing approaches to cut through the clutter and establish a brand that has real meaning. Using an approach we coin, Identity Loyalty, which is the practice of positioning your brand so that consumers internalize it as a critical means of self-expression—the brand becomes a “symbol” that communicates their identity and they become devoted to the brand. Our mission is to reshape how companies approach brand development so as to create brands that transcend the products and services they represent to become ideals internalized by their customers as core components of their own identities resulting in Identity Loyalty.