Crafting Your Own Storybrand Aspirational Identity: 10 Aspirational Examples

Standing out from the competition is a constant battle. Consumers are bombarded with options demanding their attention.

Simply offering a good product or service isn’t enough. 

The aspirational identity, a powerful tool within the Storybrand framework, can help a brand connect with its customers and create loyal clients. 

It is the image or persona that your customers aspire to be associated with when using your product or service.

By tapping into what your customers desire to be, you can transform them from passive shoppers into loyal fans, actively invested in your brand’s journey. 

People connect with emotions, dreams, and aspirations – not dry features and hollow promises.

Aspirational identities are the stories that showcase your brand as the missing piece in their pursuit of a transformed life. 

Imagine your ideal customer yearning for a future beyond ordinary.

Maybe they crave the confidence of a financial guru, the thrill of an adventurous explorer, or the comfort of a perfectly curated home. 

Now, envision your brand not just selling them something, but becoming the guide to achieving that desired reality.

Keep reading to find aspirational examples and learn how to write your own.

What is Aspirational Identity?

Think of your ideal customer. Not the demographics and buying habits, but the person, what are their deepest desires.

Do they dream of scaling mountains, both literal and metaphorical?

Perhaps they crave connection, belonging to a community that shares their values.

Maybe they simply yearn for the confidence to express their unique personality, unfiltered and bold.

These aspirations, these dreams tucked away in the heart, are the very essence of aspirational identity.

It’s not just a marketing term; it’s a powerful tool for connecting with your customers on a level that goes beyond the features and benefits you offer. 

Because ultimately, people don’t just buy products; they buy the transformation those products offer, the version of themselves they aspire to become.

The aspirational identity is about understanding those desires, those dreams, and crafting a message that resonates with them at their core.

It’s about showing, not telling, how your brand isn’t just a product but a guide on their journey of transformation.


It’s about crafting a narrative that speaks to their deepest aspirations, a story where they see themselves conquering summits, forging connections, and embracing their authentic selves.

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The Aspirational Identity and StoryBrand

Aspirational identity plays a crucial role in the StoryBrand framework as it helps businesses create an emotional connection with their customers. 

When customers associate themselves with an aspirational identity, they feel like they are part of something bigger than themselves, which creates loyalty towards the brand.

Developed by marketing guru Donald Miller, Storybrand offers a proven framework to craft an irresistible message. 

Unlike traditional marketing tactics, it positions your customers as the hero, embarking on a journey to overcome challenges and achieve their aspirations.


Within this narrative, your brand becomes their trusted guide, offering the tools and support they need to succeed.

The Storybrand Brandscript framework:

• The Character: Your ideal customer, yearning for a transformed version of themselves.

• The Problem: Their struggles, frustrations, and unmet desires.

• The Guide: Your brand, positioned as the answer to their challenges.

• The Plan: The clear path you offer to overcome obstacles and achieve goals.

• The Call to Action: The invitation to embark on their hero’s journey with your brand.

• The Success: The transformation they experience, becoming the aspirational version of themselves.

3 Steps To Crafting Your Own Aspirational Identity

It’s actually quite easy to craft a well written aspirational identity once you know your client, their problems, and their desires. 

But first there are 3 steps you need to follow before you create the aspirational identity.

Further along in the article I will give you some aspirational examples.

Follow the below steps to create your own aspirational identity for your customers.

It may take a while to find one that fits, but it’s worth it due to how much your brand will grow because of it. I know because we update ours often!

1. Know Your Hero, understand your customer: 

When you are following the StoryBrand Framework, you will learn that you are not the hero in your customer’s story. You are the guide.

So before you offer a solution to their problems, you need to do research and learn about the true hero – your customers. 

Dive deep into your ideal customer’s psyche.

 – What are their aspirations, fears, and motivations?

The more you understand them, the more effectively you can craft a message that resonates.

2. Define your brand as the guide: 

Once you know your customer, you can start to cement your position as the only guide they need in your niche industry.

This is not you standing in the spotlight, however. 


 – What values does your brand represent? 

 – What kind of transformation do you offer?

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Craft an aspirational identity statement that acts as your compass, a concise message that connects with your customers’ dreams and showcases your brand as the guide.

3. Weave Your Story:

Now, what is your brand? How did it come to life?

Don’t just list features; tell compelling stories, connect with their emotions. Show your customers facing challenges, then introduce your brand as the guide to overcoming them. 

Highlight the transformation they experience – not just with your product, but with who they become.

Weave a compelling narrative that illustrates your customer’s journey. Show them facing their challenges, then introduce your brand as the catalyst for change. 

Highlight the transformation they experience – not just with your product, but with who they become.

Remember, this is an ongoing journey, not a destination. Be authentic, experiment, and watch your brand community blossom into a loyal group of individuals connected by a shared vision.

Ensure your brand values permeate everything you do, from customer interactions to social media content. 

By consistently living your aspirational identity, you build trust and foster a loyal community.

Below are 7 aspirational examples to help you create your own aspirational identity. 

7 Aspirational Examples

Aspirational identities paint vivid pictures, transforming features into catalysts for change. 

They tell the story of your customer’s journey. These stories are more than marketing; they’re invitations to a better version of themself.

Here are 7 aspirational examples:

Knowing your target audience is crucial for crafting a powerful aspirational identity.

Before I give you the aspirational identity statements, let’s talk about your customer and what they want.

First, you find who is buying or is most likely to buy from you, what their problem is, and what they desire.

Financial Services:

Client: The financially stressed 20-30yr old, often juggling bills and uncertainties.

Desires: Peace of mind, control over finances, achieving financial freedom and security.


• Client: An empty nester (40-50yr olds)with an adventurous spirit, yearning for unique experiences beyond the tourist bubble.

• Desires: Authenticity, personal growth, immersion in local cultures, creating unforgettable memories.


• Client: 20yr old who has just left school and wants to pursue learning, seeking new knowledge and skills to advance their career or personal life.

• Desires: Skill development, reigniting the love of learning, gaining clarity and confidence.


• Client: 30yr old woman seeking self-expression through fashion, wanting to stand out and feel confident.

• Desires: Clothes that reflect their unique personality, ethical and sustainable choices, feeling empowered and stylish.

Social Impact:

• Client: married couple of a young family wanting to be good examples, wanting to contribute to a better world and align their actions with their values.

• Desires: To make a positive impact, contribute to meaningful causes, find purpose and belonging.

Home Decor:

• Client: 35+yr olds seeking a peaceful and inspiring home environment, reflecting their personal style.

• Desires: Organization, relaxation, beauty, a space that uplifts and reflects their individuality.


• Client: Entrepreneur seeking seamless technology integration for productivity and expansion.

• Desires: Efficiency, connection, creativity, access to new opportunities and possibilities.

These examples give us a narrowed down target client along with the problem they have (which is also the problem you should be solving). 

And once you find that out, the next step is to find their desires or aspirations.

Before moving onto the next step, give it a go yourself. Find your ‘perfect client’ by researching the age group, lifestyle or profession, and even gender of your target audience.

Once that is done, let’s move further to find their aspirational identity. Below are more aspirational examples.

What’s next?

Once you understand your ideal clients’ desires, it’s easier to craft an aspirational identity that resonates with them. 

A simple structure is:

“My client goes from […], to […].”

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Focus on the “to” state in your two-line paragraphs, highlighting the transformed version they achieve with your brand. 

Remember, the aspirational identity is not just about selling a product or service.

It’s about painting a picture of their desired future and becoming the guide who helps them reach it.

1. Financial Services:

My client goes from drowning in bills and anxious about the future, to confidently managing their finances and achieving financial freedom.

2. Travel:

My client goes from following crowded tours and snapping generic photos, to embracing authentic adventures, discovering hidden gems, and connecting with local cultures.

3. Education:

My client goes from feeling lost and stagnant in learning, to being a lifelong learner, ignited by curiosity and equipped with skills to thrive.

4. Fashion:

My client goes from blending in with the crowd and wearing uninspired clothes, to boldly expressing their individuality and radiating confidence in clothes that reflect their true self.

5. Social Impact:

My client goes from feeling powerless and witnessing problems without solutions, to being a changemaker actively shaping the world and finding purpose through impactful actions.

6. Home Decor:

My client goes from living in a chaotic, uninspired space, to having a curated haven of peace and beauty that reflects their style and uplifts their spirit.

7. Technology:

My client goes from feeling disconnected, and overwhelmed by tech chaos, to being a seamlessly connected digital nomad, unlocking endless possibilities.

Now that we have the outline of the aspirational statement, lets flesh them out more into statements that draw in the reader and touch their emotions.

Make the statement flow

When you write out the statement, make sure it is talking about the person your customer is and will be, not ‘your client’:

1. Financial Services:

From feeling overwhelmed by bills and uncertain about the future, become a confident investor, in control of your finances, and achieve financial freedom.

2. Travel:

Leave the predictable tours behind and become a true adventurer, diving into authentic experiences, uncovering hidden gems, and creating memories that resonate.

3. Education:

Rekindle your love of learning and unleash your full potential by acquiring valuable knowledge, mastering new skills, and empowering yourself to succeed in all aspects of life.

4. Fashion:

Ditch the boring basics and embrace your unique style. Turn heads with confidence, wearing clothes that speak volumes about who you truly are.

5. Social Impact:

Stop being a bystander and become a catalyst for positive change. Align your values with action, make a difference, and leave a lasting impact on the world.

6. Home Decor:

Say goodbye to the mess and hello to your dream home. Transform your space into a sanctuary that reflects your personality, calms your mind, and inspires you every day.

7. Technology:

Break free from tech limitations and embrace the limitless potential. Connect with ease, create freely, and explore new horizons with seamless technology by your side.

3 Real brand aspirational examples:

The above 7 aspirational examples use broad companies and potential clients, but some of the biggest brands make use of the power of aspirational identity.

Here are 3 top brand examples:


Nike has simplified their message to ‘Just do it.’ and the tick. Their aspirational identity is for their customers is:

– From Limited Potential to Limitless Possibilities.

– Nike inspires individuals to dream big, defy limitations, and believe in what they can achieve. It’s about embracing innovation and challenging the status quo.

– Their Aspirational Statement could be:

“Shatter limiting beliefs, unlock your true athletic potential, and join a global community of unstoppable forces.

Push boundaries, achieve feats you never thought possible, and become the best version of yourself.”


Apple is noted as being the pioneer of the generation of smartphones. Many users feel they stand at the forefront of their peers. 

 – Their aspirational identity could be: From Follower of Trends to Leader of Innovation:

 – Apple positions itself as at the forefront of technological advancements, offering tools and experiences that help individuals shape the future. It’s about being an early adopter and embracing progress.

– Aspirational Statement could be:

“Think differently, challenge norms, and become an active creator shaping the future with innovative ideas.

Unleash your unique vision, leave a lasting mark on the world, and push the boundaries of what’s possible.”


With many drivers becoming more and more aware of their petrol consumption.

Tesla brought out its first electric car and gave drivers an option to help save the planet while elevating their status.

 – Their aspirational identity could be: From Passenger to Driver of Change:

 – Owning a Tesla allows individuals to take control of their transportation choices and make a conscious decision towards a more sustainable future. It’s about being empowered and proactive in creating positive change.

 – Aspirational Statement could be:

“Lead the charge for a cleaner future. Go beyond personal gain and actively contribute to positive environmental change.

Inspire others, join the sustainable movement, and pave the way for a healthier planet.

Don’t just drive electric; drive impactful change and leave a legacy for generations to come.”

These brand statements are just examples as they are so big and well-known, they no longer need to tell people how their brand will make them feel. Everyone already knows. 

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But just because their aspirational statements have gone global, doesn’t mean you should feel discouraged or write your own statement.

They are so big and well-known because they themselves know and use their aspirational identity statement in every advert, promotion, post, and product.

Brands in every industry can harness the power of aspirational identity – including yours.

Save this article, and reference it as many times as you need to. The examples above can help generate ideas for you.

By harnessing the power of aspirational identity within the Storybrand framework, you can craft a message that not only attracts customers but also transforms them into loyal brand advocates.

Become their guide on their hero’s journey – the adventure starts now.

Remember, this is just a starting point.

You can personalise it further by adding specific examples related to your industry, using your brand voice and language, and including a stronger call to action at the end.

Schedule a call for more guidance on creating your own brandscript, or to get the experts to do it for you.

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