A client and friend of mine (we’ll call her K) re-posted an anti-brand-building message (at least that’s how I viewed it) from an author she follows, citing that it perfectly summed up what she hadn’t been able to articulate for herself.
And of course, I found this idea fascinating.
It’s a real ethical and marketing problem if you’re a business owner. (Or even if you “just” have a personal brand. Which, I’d argue we all do.)
K and I DM’d back and forth a bit. Her take on the topic was that after writing a book, Holly had felt boxed in and creatively stifled with the need to “stay on brand.” And K’s felt the same in the past.
But for me, I don’t see a brand as stagnant or static. I see it as a conversation between the creator with their intentions and the people on the receiving end with their perceptions.
Even big-name brands (Nike, Amazon, whatever) evolve…and they’re not tied to a constantly-changing human like so many of us service providers, coaches, consultants, educators, writers, etc.
K wanted to clarify though. (Because she’s a deep thinker, so of course she did. 😉)
She asked how we’re defining and contextualizing “brand.” To her, it sounded like I was talking about a “way of being,” which could then include “changes based on evolving beliefs, values, seasonality, etc.” Whereas to her, a “brand” felt fixed and wouldn’t allow for any of that flexibility.
And she’s right.
To me, “branding” and “being” are basically one and the same, especially when it’s/we’re anchored in our values operating system.
I argued that ironically, in leaving behind “traditional” (read: bro, unethical, coercive) branding and paving your own path, you’re inherently setting an example and attracting people to that style of being…aka your brand. (I have a whole podcast episode about attraction marketing and human-first sales here.)
This is especially true and effective if you’re sharing your process and progress along the way and finding ways to serve people through your discoveries. (More on this idea in my interview with writer and social media expert Cyndi here.)
Exactly like my client does. Exactly like (it sounds like) Holly does. Exactly like (I imagine) you do.
So, I’d love to know your take on humanizing your “brand,” owning your values, and showing up in a way that feels good.
And if you want to chat through your vision of what’s possible and what even could feel good, let’s do a free Alignment Call together!
This is an excerpt from Toward Purpose & Progress, my newsletter where I share business tips, good news, shoutouts to Founder Friends, and other juicy snippets. Subscribe here for more rants, reflections, and resources.
