BRANDING ISN’T JUST ABOUT LOOKING GOOD: IT’S ABOUT HAVING SOMETHING TO SAY
Most people still think branding is about pretty visuals, consistent colors, and professional imagery. Get the fonts right, pick a catchy tagline, set up a funnel, and suddenly you’re golden.
But let me let you in on a little secret:
No one’s buying "pretty and polished" unless you have something worth saying. Your visuals matter, sure—but your point of view matters more. Your message, your angle, the unique lens through which you see your industry—that’s what makes you memorable.
Recently, I developed a branding pitch for an investment firm looking to break out of the "old boys club" stereotype. They already had solid visuals, professional language, and a decent brand presence—but their messaging was stale, predictable, and safe. We tossed "safe" out the window. Instead, we went bold and unapologetic—crafting a brand that felt empowered, in your face, and impossible to forget. Because people pay attention when you have the courage to ACTUALLY say something.
Another example: I’m currently repositioning the personal brand of a prominent public speaker. Initially, her brand was generic, vague, and trying way too hard to appeal to everyone. But when we identified that her real audience needed to change entirely, the impact was transformative. Her messaging suddenly became sharper, braver, and authentically her. We freed her to speak directly—and powerfully—to an audience hungry to receive her wisdom. Because guess what? People don’t resonate with perfect—they resonate with real.
The bottom line: Your brand can’t just look pretty—it has to mean something.
If you’re not saying something interesting, edgy, or at least slightly provocative, you’re wasting your time (and your money). It’s not enough to be polished—you have to be BOLD.
So here’s my question: Is your brand saying something worth listening to, or is it time to stop playing it safe?
I’d love to hear your thoughts in the comments!
Until next time,