Identity-based relevance

정체성 기반 관련성

Examine how a brand promise fits or conflicts with personal values.

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html
<div class="identity-fit"><div class="identity-title">ONE ACTION <b>REPAIR BEFORE REPLACE</b></div><div class="identity-values"><button data-i="0" class="on">LESS WASTE</button><button data-i="1">LOW COST</button><button data-i="2">FAST ACCESS</button></div><div class="identity-result"><span>ILLUSTRATIVE FIT</span><strong id="identity-word">ALIGNED</strong><i><b id="identity-bar"></b></i></div></div>
css
.identity-fit{width:min(91%,480px);font:800 clamp(10px,1.9vmin,14px)/1.15 sans-serif}.identity-title{padding:clamp(8px,2vmin,16px);border:2px solid var(--fg)}.identity-title b{display:block;color:var(--accent);font-size:clamp(14px,3vmin,23px);margin-top:4px}.identity-values{display:flex;gap:4px;margin:8px 0}.identity-values button{flex:1;min-width:0;padding:clamp(6px,1.6vmin,11px) 2px;border:1px solid var(--line);background:var(--surface);color:var(--fg);font:inherit;font-size:clamp(10px,1.6vmin,12px);cursor:pointer}.identity-values button.on{background:var(--fg);color:var(--bg)}.identity-result{padding:clamp(8px,2vmin,16px);border:1px solid var(--accent);background:var(--surface)}.identity-result span{color:var(--muted)}.identity-result strong{display:block;margin:4px 0;font-size:clamp(14px,3vmin,23px);color:var(--accent)}.identity-result i{display:block;height:clamp(8px,2vmin,16px);background:var(--line)}.identity-result b{display:block;height:100%;width:80%;background:var(--accent);transition:width .3s}@media(min-width:700px){body>div{transform:scale(1.8)}}
js
const labels=['ALIGNED','MIXED','TENSION'],widths=['80%','48%','20%'];const buttons=[...document.querySelectorAll('.identity-values button')];let n=0,touched=false;function show(){buttons.forEach((b,i)=>b.classList.toggle('on',i===n));document.querySelector('#identity-word').textContent=labels[n];document.querySelector('#identity-bar').style.width=widths[n]}buttons.forEach(b=>b.onclick=()=>{touched=true;n=Number(b.dataset.i);show()});setInterval(()=>{if(!touched){n=(n+1)%3;show()}},1400);

Brand relevance can reflect a buyer's values as well as functional utility. Edelman's 2026 report describes identity and belonging as dimensions through which people interpret brands.

The demo changes an illustrative fit signal for one brand action across three values. In practice, listen to customers and research where different audiences see alignment or tension.

Do not reduce people to a fixed group based on one value. The demo is illustrative, not survey data.

When to use

Use when a public stance or action may resonate differently across audiences.

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