People want your brand to participate in their transformation. The driving force behind every decision that we make. The human desire to transform. Everybody wants to be better. We are helping people become better versions of themselves.. Brands that participate in their customer's transformation creates passionate brand evangelists. . Smart brands define an aspirational identity. Consider how they want their friends to talk about them. How does your customer want to be perceived by their friends?. A hero needs a guide to step in to tell them they are different because they used their product. Define an identity transformation that our customers have gone through by using our product. Tell the hero who they have become. Offering an aspirational identity increases the value of everything else we have done. Have you thought about who you want your customer to become? . How can you improve the way they see themselves?. Clarify your message so customers will listen.