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In 2022, I hit my rock bottom. After years on the corporate treadmill, constantly chasing the next milestone of success, I found myself exhausted, anxious, and deeply burnt out. My work ethic had been my guiding force, but it wasn’t enough. I thought if I just kept going—learning, achieving, performing—I’d finally feel fulfilled.
Spoiler alert: I didn’t.
The crash was inevitable, but surprisingly, it was the best thing that ever happened to me. I took a step back. I quit my job. I went to therapy. Most importantly, I started asking myself tough questions like, “What does success mean to me?” and “What motivates me?”
As I began to answer these questions, things started to click. My mental health improved, and for the first time in years, I felt aligned.
Why is this relevant to business communications? Well, brands, like people, need clarity and alignment to thrive.
The intersection of personal growth and brand strategy
1. Brands are built by people
Just as I needed to figure out what truly mattered to me, founders and business leaders must have a clear vision of what they’re building. Success doesn't come from blindly sprinting forward—it requires intention. What are you trying to achieve? What values guide your brand’s journey?
2. Brand values reflect human values
Like our own personal values, a brand's values are its compass. Too often, we see companies throw around words like “innovative” or “bold” without truly living into those ideals. But when done right, values provide the framework for decision-making and differentiate your business from competitors.
In the same way therapy helps individuals unpack their true identity, brands often need outside perspective to align with their core mission. This is where branding experts, like strategists and communications professionals, come in.
Cognitive dissonance: a threat to brand authenticity
In psychology, cognitive dissonance occurs when there’s a mismatch between our thoughts, beliefs, or actions. It’s that discomfort we feel when we're not living in line with our true selves.
For brands, cognitive dissonance can manifest as a misalignment between the brand’s identity and the story it tells the world.
Think about it: You wouldn’t go to your favorite Italian restaurant if they suddenly started serving sushi and burritos alongside pasta. A brand that tries to be everything to everyone risks losing its authenticity—and its audience’s trust.
To avoid this, businesses need to develop a strong, authentic brand identity and remain consistent with it. While the identity itself is built for the long term, the way it's communicated and the aspects you choose to highlight can be adapted to align with short-term objectives.
Brand strategy is business therapy
Brand strategists are the therapists of the business world. We ask probing questions, hold up mirrors to your business, and help you uncover the essence of your brand. Through this process, we help answer essential questions:
Your mission: Why does your brand exist?
Your audience: Who are you trying to reach and how do you serve them?
Your objectives: What do you want to achieve in the short-term and long-term?
Your values: What are the core beliefs your brand lives and breathes?
Your positioning: How do you want to be perceived in the market?
Your value proposition: Why should customers choose you over competitors?
Your narrative: What stories and messaging help you resonate with audiences?
By clarifying these elements, we align your brand’s identity with its outward messaging, allowing you to connect more deeply with your audience and build trust.
Strong brands know what they stand for
The best brands, like the strongest individuals, stick to their foundational beliefs. Whether you’re a business leader or a founder, aligning your brand with your core mission and values is the key to long-term success.
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