Why You Need a Bold Brand

When it comes to telling your story, the greatest risk is taking no risks at all.

Consider the most interesting story you read recently, or the most addictive show you’ve watched, or the most engaging conversation you had. How did it capture your attention? Chances are, the storyline kept you guessing, or that person asked questions that made you think, or told stories that surprised you. It’s even more likely that the story connected with your own life in some way, whether it helped you process a life experience, normalize a nascent thought, or laugh at a challenge you’re facing.

Every single one of us contains multitudes. We are the sum of our passions and life experiences, defined by our joy, sadness, light, and darkness. And while we’re all composed of unique imperfect parts, we’re drawn together by all that we share. We crave understanding, purpose, and love, and our evolutionary need for survival means that we share a deep craving to belong.

So each one of us explores the world asking the constant question: Do I feel connected? Do I fit here? Do I belong?

As you build your company’s (or your personal) brand, you get to take risks and define it however you choose. You get to declare what you stand for, who you are, and who you are not. You cannot be for everyone, so be bold, take pride in what you stand for, and leave the rest behind.

If you dare to stand out and build something unexpected, you will become a haven, a light, and a small clue telling your customers that they belong. If you speak directly to them, they will hear you. And they will show up, stick around, and become your greatest advocates.

So speak the language of your people, then welcome them as they flock to you.


Struggling with the words to use to tell your story? I would love to help! Get in touch to learn more about how I can help you connect with your customers by telling the story at the core of your mission.