Your company is your brand is your company
A brand isn’t a layer on top of your business. It is your business.
Imagine hearing Slayer for the first time. Before the song even ends, you can picture the rest: the logo, the crowd, the noise, the boots on the singer’s feet. And you instantly know whether it’s for you or not. That’s how powerful identity is.
On the other side, you’ve got a cover band. It looks the part, but there’s no soul. It never hits like the original.
That’s how it works for companies too. You can act like something, or you can be it. People feel the difference.
Strong companies don’t add a brand — they build with it. They don’t invent a story to make their work sound better. They run their business from that story.
Red Bull didn’t pick extreme sports because they looked cool. They did it because their whole business runs on energy and guts.
The foundation of your company sets the tone of your communication. What you say has to match what you do. Anything that doesn’t feels like lip sync.
Three questions to check your own sound
- Do customers recognise you before they see your logo?
- Do all your expressions sound like one band, or a compilation of random artists?
- Does your audience know exactly why they come to you, or do you have to explain it every time?
Don’t be the cover band. Write your own music.
Or better yet — create your own genre:
https://youtu.be/WIKqgE4BwAY?si=uTO4goam-hBYfTp7
