When I moved to New York City, I didn’t choose the cheapest gym, nope, I chose the one with eucalyptus towels and cinematic lighting. Why? Because it aligned with who I wanted to become. In this episode, I dive into what that decision reveals about emotional branding, ideal clients, and why people buy based on identity, not just features. I also introduce Veronica Romney’s Identity Marketing framework and how brands can create high-touch experiences that speak to aspiration. If you’ve ever wondered what your soap says about your brand, this one’s for you.
Why I Chose the Fancy Gym: A Branding Lesson in Soap and Self-Perception
I didn’t join Equinox because it was a wise budget choice (it wasn't), I joined because the eucalyptus towels made me feel like I was stepping into the version of myself I wanted to become.
In this episode of The Vignette Effect, I’m breaking down what choosing the fancy gym taught me about:
Spoiler alert: It’s not just about the soap.
It’s about how every detail, from your visuals to your onboarding, tells your audience who they can become by working with you.
🎧 Listen now and let’s talk identity, aspiration ( I did say aspiration a lot in this episode!), and why the little things matter more than you think.
Book your free, zero-obligation discovery call here: https://calendly.com/raquel-vignettebrandstudio/discovery