Most brands are dead before they start. Is yours one of them?
Forget what they tell you — if your brand strategy is largely about keeping up with trends, you have even bigger chances of failing. The true power of branding is about creating a legacy, not chasing hype.
Why should anyone believe in your brand if you don’t have a vision that makes them want to be part of it?
The Brand Trap
It’s expected to get swept up in what’s popular. It’s even easier to get into what’s popular.
Chasing trends is a weak strategy.
The second you pivot to match what’s “in,” you’re sacrificing the long-term power of your brand.
Your customers may notice, but they’re not gonna stick around. Oh, and it gets worse. They’ll forget you as fast as they noticed you.
Powerful brands are created with intentionality.
And intentionality takes time.
Powerful brands are built on values that people recognize even when they’re not talking.
You can communicate this level of clarity at first contact and I’ll show you how (in my newsletter). But if your brand doesn’t have that level of clarity, you’re sorta making noise.
No one wants that. Not more noise. Please!!!
Purpose Over Product
This one’s gonna sting — your product will change, evolve, and maybe even disappear.
But your brand purpose? That should be made to last.
Of course, you’ll continue to develop it over time, but that main idea is there. With each iteration of the brand purpose you make.
Start with the question, “What do we(or I) believe in?” And if your answer changes every quarter, you’re doing it wrong. Powerful brands stand on something bigger than a product line — they’re anchored in beliefs.
Think about the brands you admire most.
(when I say “think,” I mean pause, zoom out, look at things from a broader perspective)
The brands you admire most don’t just market their products; they live out an idea, and that idea doesn’t change every season.
You aren’t remembered because of your fancy logo and premium colors (which I’m very happy to provide), you’re remembered for your impact, and impact demands consistency.
Brands That Are Built, Not Bought
I’ve seen way too many people thinking they can buy their way into a powerful brand with ads, influencers, and partnerships.
A strong brand can’t be bought; it’s earned or do I say, “it is built.”
It’s the way you interact with customers, handle criticism, and stay true to your vision, even when that’s the hardest thing to do.
Customers aren’t impressed by companies that throw money around (they may if it's thrown at them :) — they’re loyal to brands that stick to their values.
If your brand is fake and isn’t built on something real, no amount of marketing will make it powerful.
Powerful brands are built over time, through trust, conviction, and even a little bit of depression.
Stand For Something — or Step Aside
You’ve heard this before, you’re about to hear it again because it is true.
You can’t be everything to everyone. One of the most powerful choices you can make as a brand is to stand for something specific and let that attract the right audience.
This may mean you repel some people and guess what? That’s okay. In fact, that’s the whole point.
Brands that try to appeal to everyone end up diluting their message and losing their authenticity.
A powerful brand embraces being polarizing — it’s about resonance, not reach.
Aye, me hearties! ’Tis not merely about the distance it sails; it’s all about the depth o’ its echo. Does it strike a chord with yer merry brand? ~ AI’s assumption of what “A pirate” would say.
Legacy vs. Hype
Building a brand isn’t about instant success. It’s never been. It’s about creating something that has the potential to last for decades.
Brands that last aren’t built on viral campaigns or trending hashtags(are those even a thing anymore?). They’re built on vision, values, and a relentless commitment to staying true to who they are.
Every decision you make should be aimed at legacy, not just relevancy.
Ask yourself: Am I here for hype, or am I here to make history?
If you’re serious about building a powerful brand, let go of the idea that you need to be on top of every trend. Focus on impact. Create something that matters.
Be a brand that people can trust, not just one they remember from a passing trend.
