Brand Identity Is Not a Luxury — It’s a Necessity for Emerging Brands

Brand identity is never a “nice to have” — it’s a must in today’s crowded market, especially for emerging brands. According to a study published in Frontiers in Psychology, brand elements like personality and culture don’t just influence how a brand is perceived, they have a direct positive impact on purchase intention.

Moreover, a strong brand identity helps build deep customer–brand relationships, leading consumers to see the brand as more valuable and to feel greater satisfaction and identification with it.

Case Study: MB Tote Bags

One example of strong brand identity from an emerging brand is MB Tote Bags — a rising company that has quickly positioned itself as a leader in Colombia’s personalized tote bag market. Thanks to a clear and compelling brand personality, MB has grown rapidly since its launch in 2024.

MB Tote Bags is a contemporary, family-owned brand specializing in personalized synthetic leather totes handcrafted in Barranquilla, Colombia. It has captured the attention of a fashionable, mostly female audience through its strong Instagram presence and elegant brand storytelling.

What makes MB unique isn’t just their product, although they have elevated the traditional tote by replacing plastic materials with premium synthetic leather and adding functional interior pockets. What truly fuels their growth is how they’ve positioned their brand around personality, culture, and emotional connection.

Every product launch is paired with an in-person event, where women are invited to connect over meals, receive free product samples, and experience a sense of empowerment and women community support. Creating spaces where customers can understand the brand’s story, identify with its values, and form a strong connection with its mission — which is to make them feel unique, authentic, and confident in their day-to-day.

As a result, MB has built a loyal following not only across Colombia but also internationally, with customers proudly sharing their totes on social media as statements of confidence and style. Their bags are not just accessories, they’re fashion companions for work, school, travel, or even elegant outings. MB has positioned itself as a closet essential for every woman.

Brand Positioning

MB Tote Bags is positioned as a stylish, aspirational, yet accessible luxury brand. Its tagline “Your Style, Your Tote” encapsulates this perfectly, emphasizing both individuality and personalization. With monogrammed initials and elevated materials, the brand delivers fashion that feels both unique and functional. Reflecting strong positioning and great slogan.

Brand Personality

MB’s personality is modern, feminine, confident, and a touch glamorous. Their visuals feature stylish women in curated, upscale settings, from floral cafés to cosmopolitan city scenes with the tote always styled as part of the outfit, never just an accessory.

The brand voice has this slightly tone similar to Gossip Girl, a well-known series for most women, which is sophisticated, glamorous but not loud or pushy. Captions are often mix English and Spanish, reinforcing a confident, bilingual, fashion vibe, reflecting a consistent and relatable personality that connects.

Brand Identity (Brand Elements)

• Name: “MB” reflects the founder’s initials, a classic move seen in luxury branding, while “Tote Bags” clearly signals product specialization.
• Slogan: “Your Style, Your Tote” captures the brand’s core values of personalization and empowerment.
• Typography: The serif font used feels elegant and premium, well-suited to the brand’s luxury lean.
• Colors: Neutral tones like beige, black, and dark brown are elegant, but the palette could be more defined. Introducing a signature brand color would boost recognition and consistency across platforms. Suggested palette: black, white, beige, and deep brown — clean, timeless, and versatile. Palette color tool generator: Create a Palette – Coolors

Final Take: Why This Matters

Strengthening an emerging brand’s identity is not a luxury, it’s a must for long-term success. A strong brand personality and positioning, when aligned with a clear identity, creates deeper customer connections that nurture brand equity and increase overall brand value. Investing in brand elements that evoke emotions, it’s a strategic move that builds a powerful competitive advantage by giving customers compelling reasons to choose your brand over others. For MB Tote Bags, this means not just surviving in a crowded market but building a sustainable future.