Your Brand Is Dying. Here’s How to Revive It.
Your brand is failing. And you know it.
You’re trying to fit into a category instead of creating one.
The easiest way to blend in is by copying your competitors — their looks, their actions, their everything. And the worst part? You might not even realize you’re doing it. A few tweaks here and there, and you believe you’re different. It’s hard not to but you’re not.
You’re looking at branding the wrong way. You see it as a tool to “beat the competition,” to “stand out.” I know that sounds familiar.
What does this look like? It can start off like this:
You have a killer business idea you want to start. It’s either something new or that has been done before. Let’s assume the idea exists. So you decide to check out the competition to see “what’s working.” And then find a couple of competitors, find the biggest amongst them, and start basing all of your decisions on what’s “working” for them. Slowly, your idea is now heavily influenced by what already exists, and without realizing it, you’re blending in.
I know this cycle all too well because I’ve lived it.
I believed what was working for my competitors would work for me and I couldn’t think without checking to see if they did it the same way.
Maybe you’re saying “Okay, Kelison, I’m not as clueless as you were. I’m not copying anyone. What now?”
Even if you’re not mimicking anyone, you might still be blending in. Why? Because you’re fitting into a category — a category you didn’t create. You’re playing by rules set by others. And that’s where the real problem lies.
What I’m offering is simple: I’ll help you build a brand that fits in — fits into a category of its own.
The Secret to Creating Your Own Category
First rule: You can’t target everyone.
(not yet at least)
The whole point of putting brands into categories is to differentiate them and define who they attract. You can find the same type of business, targeting two different audiences and that makes all the difference. Everything — from their positioning to visual identity — changes when you’re crystal clear on who you’re speaking to.
Brands that own categories do NOT target everyone. They target a specific group of people that they know all too well.
They don’t wake up with the knowledge of who their audience is, they go out and ask them. Conduct research, ask chatgpt, and most importantly, talk to PEOPLE. People are the driving force behind any solid strategy.
Strategy starts with specificity.
Branding is Strategy, Not Money
Second Rule: Branding relies on strategy. Strategy informs decisions.
The problem is, most people think premium branding is about the money. You can pay a shit ton of money and get nothing useful done.
That is why premium is not expensive, it’s thoughtful. I’m not even referring to what you think is premium, I’m talking about what your audience thinks premium is.
Throwing money at looks is NOT going to make you appear premium. Appearing premium is a steady combination of clarity, storytelling & consistency.
Think about “premium” brands you know of.
They all (probably):
- Have clear messaging/positioning,
- Do excellent storytelling,
- And are consistent.
I’ve seen one man execute all this better than most agencies can. It’s not the simplest thing to do but it can be done.
This proves that premium is not expensive, it’s thoughtful.
You’re paying for the clarity needed to appear premium. Appearing premium is NOT about throwing money at looks. If it were just about money, anyone can appear premium.
Premium Branding = Clarity + Storytelling + Consistency
This also signals something else:
- You can look “bad” and still appear premium.
- You can look “okay” and still appear premium.
- You can look “good” and still appear premium.
Looks matter but not as much as people make it to be.
(still let me design for you tho, email me tifukelison@gmail.com)
But this is the reality of it all.
If you don’t have a brand strategy, you are very, very far from appearing premium. Because without a strategy, you:
- Confuse your audience,
- Look low-effort or forgettable,
- Will be scrolled past like you don’t exist.
Build the strategy, and the “premiumness” will jump out at you.
Forget everything you’ve heard — a brand isn’t just a logo or a fancy website. It’s your handshake, your voice in the room, and your actions when no one’s watching.
Without clarity on what you stand for, you’re not appearing premium.
Plus, you’re gone before anyone even cares to look.
Think of the brands you admire. Apple, Nike, even the corner bakery that’s always packed. They‘re not playing around. They’ve built a foundation that whispers (or shouts) exactly who they are. And people remember that.
When you nail your strategy, you don’t need to shout for attention. People will lean in, not because you begged, but because they see themselves in your story.
It’s not persuasion; it’s magnetic. They see you and say, “Finally, these guys get it.” That’s the real meaning of premium — effortless alignment that makes your audience feel like you’re made for them.
Now I don’t normally include pitches into my stories but after a while, I figured no one really cares. It matters to the people it will matter to.
Here’s what happens when we work together:
- Clarity on your brand story — Together, we’ll find the essence of what you stand for and why you exist, crafting a narrative that commands attention and creates history. No fluff, no filler — just undeniable purpose.
- A strategy that helps you fit in, fit into your own category — Positioning and messaging that don’t just help you compete but carve out your own space. A category of your own where you belong and thrive.
- Designs that are timeless and unforgettable — Your brand identity will feel like legacy in the making. Bold, classy, playful — rooted in the DNA of a brand built to endure and inspire.
Your brand can either be noise or the stuff of legends. The choice is yours.
Shoot me an email at tifukelison@gmail.com to get started.
