Hello folks,
Branding isn’t for the faint-hearted. It’s a battle—a war, even—where every step forward is met with resistance, much like the creative process itself. When we talk about building brands, we aren’t just talking about logos or marketing campaigns. We’re talking about something much bigger: vision, mission, and values. This is where the real war is fought.
Resistance is a concept introduced by author Steven Pressfield in his book The War of Art. It’s that invisible force that shows up whenever you try to create something meaningful, something lasting. In branding, resistance can be felt in every hesitation, every watered-down idea, every fear of stepping out from the crowd and making bold decisions. But we’ve found that the most successful brands, the ones that stand out and have longevity, are the ones that fight through this resistance. They understand that while it’s easier to blend in, long-term success is built on the courage to stand out.
We’ve seen time and again how businesses, often bogged down by internal pressures or simply a lack of clarity, approach their brand-building process without enough intention. It’s easy to default to generic language and safe choices. But here’s the thing: brand strategy is business strategy. If you aren’t treating it as such, you’re already behind. Your brand should be the guiding force for everything—from who you hire to how you innovate. It’s the beacon that aligns your business with your customers and drives long-term value.
Yet, we regularly encounter businesses that treat branding as a checkbox, an exercise in aesthetics rather than substance. When the process is internalised, the focus can drift from clarity to compromise, resulting in a diluted, forgettable brand. And that’s a major problem. Because if your brand doesn’t stand for something, it stands for nothing. Without strong foundations, even the most creative marketing efforts will fall flat.
This is why we advocate for bringing in outside perspectives when developing your brand. We’ve faced this resistance ourselves. Even as a consultancy, we’ve had to push through our own biases, bringing in external viewpoints to sharpen our clarity and strengthen our position. A fresh perspective cuts through the noise, reveals blind spots, and helps businesses articulate a brand that feels authentic and powerful.
The fight to build a great brand isn’t easy, but it’s a war worth fighting. When you break through the resistance and achieve clarity, everything clicks. Your brand not only resonates, it leads. And in a world of short-term wins and shallow branding, that kind of leadership is rare—and valuable.
What else? Julie, Stewart and I are chatting about a question we've been asked a lot about from clients, dealing with product portfolios. It's a quick listen, let us know what you think.
Take care,
Chris
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