Identity Is a concept that I believe most people struggle with. Everyone seems to either be fighting for their own identity or desperately trying to change themselves to identify as someone else. It’s often hard to show your true identity when you are in an environment of people who have similar identities to each other but different from your own true identity. In today's society it’s hard to identify as one particular state because there are so many affairs that your true opinion could jeopardise a career or friendships. So, in this case, someone's true identity may not be the one they show to surrounding individuals. In a brand, the identity is a very important exterior for the success of business and customer loyalty. To me brand identity is important because it will help me choose whether to put my money into the business or whether I don’t want to associate with them. If the brand or company identify with movements such a “Black lives matter” or “LGBTQ+” I will be willing to support them and encourage others to also. If they did not identify with such movements and didn’t support causes, it would be difficult to identify myself with the brand.