One of the vital parts of marketing is brand management. Building a strong brand identity can mean the difference between astounding business success and complete failure. Brand management ideally involves positioning a business in a consumer’s mind as special and worthy of the consumer’s investment and time.
However, challenges arise when the brand’s market is unpredictable and fluctuating. In cases like these, it becomes significantly more difficult for a brand to distinguish itself, no matter the unique features it has to offer.
When I learned about this in marketing class, it sounded strangely familiar. After intense reflection, I realized this is something I’ve navigated my entire life.
Attending a large suburban high school, I’ve constructed a unique persona, grappling with what others expect of me.
On one hand, I “fit in” with the success-oriented, resource-rich students because I have always been involved in that segment of the school through activity and academic circles. On the other hand, I connect deeply with the smaller minority population, whose background and values of family and responsibility heavily reflect mine.
Despite my ability to relate to both circles, I’ve never felt a total membership in either group. Whether I was the only Hispanic girl in school activities, competing in state competitions, or even in advanced classes, I’ve always occupied the gray space between the two groups. The way I’ve been raised, with most of my family back home and most of my close friends living in South Omaha, led me to feel isolated and occasionally misunderstood.
Sometimes feeling “too white” for the Hispanic group or “too Hispanic” for the white ones, I’ve learned to conform to all sorts of environments. Some may see this as insincere or “wishy-washy”, but for me, it’s a means of survival.
Just as I’ve trained myself to keep up with the varying contexts of my everyday life, brands must continuously keep up with shifts in the marketplace, surfacing trends, and ever-changing consumer preferences. They must accomplish this all without losing their core brand identity. This is a delicate balancing act—one that I’ve mastered since I was young.
Like an emergent brand trying to find its niche in an overcrowded market, I’ve had to develop strategies to simultaneously stand out and “fit in,” a difficult thing to do while also trying to keep my authentic core intact.
As I end my senior year and begin my collegiate career, I reflect on how much I’ve grown and learned about myself during my four years in high school.
Yes, I am the daughter of immigrants. Yes, I am the first child in my family to pursue higher education in the United States. Yes, this means I will serve as an example for my younger relatives as they progress further into school, whether I want that pressure or not. Yes, I am inevitably going to face all sorts of mental strain, judgment, and prejudice because of these reasons.
But, beyond this surface, I am a girl who is going through this journey—going to college, being an A+ student, big sister, involved peer, dedicated friend, and trying to find my stride in this complex and volatile world—for the first time.
All parts of my character can coexist, and I am allowed to stumble while figuring myself out. I can construct my personal brand—one that will serve as a compass, grounding me when I feel lost.
Although my Spanish isn’t as casual and smooth as I want it to be, and my hair is thick, dark, and riddled with frizzy waves rather than straight and shiny gold, I know I don’t need to fit in any box.
Like a young brand finding its loyal customer base, I will build my brand with patience, care, and understanding. If, when first piloted, my initial project draw-up doesn’t perform as well as projected, that’s okay. Brands are built to be adaptable and strong, just as I know I am.
I understand that my story, like a brand, is a work in progress. And progress isn’t linear. Through toil and triumph, I will continue evolving—all without losing sight of my ambition and the sacrifice of my loved ones who came before me. With each step forward, I will strive to embody myself in an authentic, unapologetic way. After all, what is a brand if it isn’t whole and true?