top of page

Identity-Driven Storytelling: The Secret Weapon of a Fractional CMO

Updated: Sep 4, 2023

The Secret Weapon of a Fractional CMO
Identity-Driven Storytelling

Being a fractional Chief Marketing Officer (CMO) with a deep understanding of how we perceive our identity provides me with a unique advantage when it comes to excelling as a storyteller.

Our identity is the core of who we are, encompassing our values, beliefs, experiences, and aspirations. This knowledge empowers me to craft compelling narratives that resonate with individuals on a profound level. By tapping into the profound aspects of identity, I can create narratives that not only resonate but also inspire, leaving a lasting impression on the minds and hearts of those who interact with the brand.

I want to share a recent article that I wrote titled "Identity in Crisis: Navigating the Intricate Journey of Self-Discovery."


In an increasingly interconnected and rapidly evolving world, the concept of identity has taken center stage as a subject of fascination, confusion, and even crisis for many individuals.

The journey of self-discovery and self-definition has never been more intricate, as societal shifts, technological advancements, and cultural transformations constantly challenge our understanding of who we are.

During a recent conversation with my husband, as the night unfolded, we delved into a profound idea: the concept that Identity itself could be the crisis.

Past Influences on Identity Stability

The concept of identity struggles was less prevalent in earlier times perhaps due to the following six reasons:

1. Limited Interconnectedness

Unlike today's highly interconnected global society, ancient civilizations had limited contact with distant cultures and communities. People's interactions were primarily confined to their immediate surroundings and those within their cultural or geographical boundaries. As a result, the exposure to diverse value systems and identity influences was significantly reduced, leading to a more homogenous sense of self.

2. Prescribed Roles and Traditions

Traditional societies often assign well-defined roles and responsibilities based on factors such as gender, lineage, and occupation (Gerda Lerner, The Creation of Patriarchy, 1996). These roles were deeply ingrained in cultural norms and were often passed down through generations. The lack of flexibility in these roles meant that individuals had clearer expectations of their identity and place within society, leaving less room for personal exploration and crisis.

3. Less Media Influence

Ancient civilizations lacked the mass media and digital platforms that inundate us with a constant stream of information, images, and ideals. As a result, people were less exposed to external influences that could challenge or reshape their self-identity. The absence of media-driven comparison and the pressure to conform to global trends contributed to a more stable sense of self.

4. Collective vs. Individual Identity

Many pre-modern societies emphasized collective identity over individual identity (Mitnick Eric, Rights, Groups, and Self-Invention, 2013). People often identified strongly with their family, clan, or community, which provided a sense of belonging and purpose. This collective orientation reduced the need for individuals to constantly define themselves on a personal level, as their identity was already anchored within a larger group.

5. Simpler Economic and Social Structures

The economic and social structures of ancient civilizations were often more straightforward compared to the complexities of today's world. Daily life was centered around basic survival, and the pursuit of personal passions and self-discovery was a luxury that fewer people could afford. This simplicity allowed individuals to focus more on fulfilling their immediate needs rather than engaging in introspective identity crises.

6. Limited Educational and Career Options

The range of educational and career paths available in ancient times was narrower than today. People were often born into specific trades or occupations, leaving fewer choices for individual self-expression or career exploration. While this restricted personal agency, it also meant that people had less room to question or doubt their chosen paths.

The Ever-Changing Landscape of Identity

Today, identity, once thought of as a relatively static construct, has morphed into a dynamic entity, influenced by an array of factors. The proliferation of social media, for instance, has revolutionized the way we perceive and project ourselves, sometimes leading to a sense of fragmentation as we grapple with crafting a coherent online persona while staying true to our authentic selves offline.

As we delve into our evolving world, we discovered four main factors that contribute to the Identity Crisis.

1. Cultural Fluidity

In a world where cultural boundaries are increasingly porous, individuals are exposed to a multitude of cultural influences that can both enrich and complicate their self-concept. The clash between traditional beliefs and contemporary values can create an identity crisis as individuals struggle to reconcile these conflicting elements.

2. Career Versus Passion

The modern emphasis on career success and financial stability can sometimes overshadow the pursuit of personal passions. Many find themselves torn between societal expectations and their own dreams, leading to a crisis of identity as they attempt to strike a balance.

3. Comparison in the Digital Age

The pervasive culture of comparison fostered by social media platforms can be detrimental to one's self-esteem and self-worth. Constant exposure to curated versions of other people's lives can lead to feelings of inadequacy and a distorted self-perception.

4. Globalization and Individualism

The interconnectedness of the world has led to a sense of individualism, with people often feeling the pressure to stand out and be unique. While this can be liberating, it can also lead to an identity crisis as individuals grapple with the tension between fitting in and standing out.

Navigating the Path to Self-Discovery

In my view, beneath the fixation on our identity lies a yearning for a simpler way of life. A life that would be filled with embracing change and cultivating authenticity.

Embracing the fluid nature of identity can alleviate the pressure to have a fixed sense of self. Recognizing that growth and change are natural can foster a more adaptive and resilient self-concept.

Our identity is the crisis

Today, our identity is influenced by an array of factors ranging from cultural heritage and personal experiences to digital interactions and global influences.

As a result, our sense of identity becomes a dilemma: Do we want to be true to who we are or do we want to fit in? Do we prioritize authenticity or conformity?

It’s important to break free from societal pressures and opt for actions aligned with our individual principles. Once we shed the layers of societal influence that have enveloped us, we uncover our authentic selves and free ourselves from fixation on this identity.

Final Thoughts

As a fractional CMO, our ability to weave captivating stories that align with individuals' identities can drive brand loyalty, foster emotional connections, and ultimately lead to increased customer engagement and conversion.

By comprehending the intricate nuances of identity, we can tailor our storytelling to tap into universal human experiences and emotions and create narratives that not only capture attention but also establish a genuine and authentic connection with the audience.

Such connections are essential in today's marketing landscape, where consumers are increasingly seeking meaningful and relatable content.

About the Author

Virginie Glaenzer

Fractional Chief Marketing Officer and Chief Executive Officer

Virginie, a conscious leader and accomplished serial entrepreneur, leverages her expertise to design digital marketing and sales funnel strategies that prioritize sustainability. Additionally, she empowers leaders and teams by assisting them in confidently navigating complex situations with a clear and thoughtful approach.

She dedicates her work to improving people's lives by maximizing their efforts and making their intentions a reality. Promoting emerging leadership trends and evolving leaders' relationships with others is what Virginie excels at.

Read Virginie's bio.

Secure your fractional executive today!

55 views0 comments


bottom of page