I was walking through Manhattan during the holidays and seeing the vast numbers of shoppers on the streets, all proudly carrying their branded store tote bags giving a hint of the good things contained inside. But it’s so much more than that. The way these brands create a story through their tote bags and generate real customer loyalty along the way is really interesting. Take for example the hugely successful Toms shoe brand, which has built a huge customer following as a result of its strong philanthropic messaging and its sincere goodwill. It’s branded tote bags over the holidays carried the ethos of the company through its messaging - ‘for one, another’. Toms donates a pair of shoes to a needy child for every pair purchased by a customer. The donation scheme is not a publicity stunt; it’s the solid foundation of the company and the brand, its at the heart of its personality. Customers identify with that ethos and want to feel part of it, hence their pride at carrying the brand and messaging on the tote bags that accompany their purchases. Building brand loyalty is hard, but if there is a key take-out from the Toms and other brand tote stories, it’s that customers want to identify with and support brands that reflect their own personalities, desires and concerns. Tapping into that customer consciousness with real sincerity is key in a highly competitive and often cynical brand environment.