from products to personas: why identity is the new growth engine
We all know that differentiation is key to creating competitive advantage. And differentiation – of course – comes from operational excellence, product leadership, and customer intimacy. For a long time, the value discipline playbook has worked well – we still use it with our clients – but there’s a twist we’re seeing in our clients when helping them define ‘how to win’.
Today, the strongest brands are not just selling things. They are helping people express who they are, or who they want to become. Whether it's activewear, skincare, software or financial advice, customers are choosing brands that reflect their values, ambitions, and sense of self.
At Egremont, we call this the shift from transaction to transformation. Customer acquisition and retention is bult on alignment of identity between the brand and the consumer. And this isn’t just a marketing shift; it’s a strategic one.
why identity? why now?
Why has identity become such a powerful lever? Because in a world where product advantages are easily copied, identity is not. It is emotional, durable, and most importantly ; difficult to replicate. This is true competitive advantage.
two brands that get it
You don’t actually need a massive marketing budget to win in the identity economy. The most compelling examples come from companies that lead with clarity and conviction about their identity.
Tala: belonging as strategy
Tala, founded by Grace Beverley, is not just another activewear brand. It has created a space where customers, particularly women, feel seen and supported.
Eight-figure revenue in 2023
Repeat purchase rate over 50%
71% women-owned, 75% female-led
New Carnaby Street flagship opened in 2025
These outcomes are impressive, but they stem from something deeper: Their proposition around affordable luxury and ethical manufacturing is clear Tala’s alignment with its audience’s values.
When U.S. tariffs changed unexpectedly, Tala pulled more than 70% of its stock rather than pass on the cost to customers. But this wasn’t a PR tactic. It was a values-driven business decision. In a market saturated with greenwashing, trust comes from consistency, and Tala shows what it looks like to build brand integrity into operations.
Rhode: less, but meaning more
Rhode, recently acquired by e.l.f. Beauty in a deal worth up to $1 billion, is a case study in clarity and discipline.
With only ten products and a tightly focused message, Rhode has become culturally relevant without chasing scale for its own sake.
367% year-on-year growth in earned media value
Over one million customers on waitlists
Pop-up events with queues lasting hours
By choosing not to launch unnecessary products, Rhode deepened customer loyalty and protected its brand. This wasn’t just celebrity luck; it was deliberate restraint.
beyond retail: a new growth lens
This shift is not limited to consumer brands. In sectors such as SaaS, fintech, healthcare and consulting, people are increasingly choosing companies that help them express or evolve who they are.
That reframes the core growth question: Who are we helping our customers become?
This question reshapes everything, across the value chain. It calls for an operating model that embeds identity into the way a business runs. In a world of commoditised products and features, your edge is not what you sell. It’s your ability to help customers tell their own story through your brand.
If your five-year plan is organised around product categories rather than customer identity, it might be time to re-evaluate. Because the most resilient businesses of the future will be those that put identity at the centre of strategy.
So ask yourself: If your customer couldn’t tell their story through your brand, would they still choose you?