Your Brand Isn’t Confusing — It’s Probably Just Boring (AF)

Whenever a brand isn’t performing, someone inevitably says,
“I think our messaging is confusing.”

No, it’s not.
It’s boring.

Confusion can be fixed with clarity and a few pictures...maybe a gift card.
Boredom is deeper — it’s emotional.

Your brand isn’t getting ignored because people don’t understand it.
It’s getting ignored because people don’t feel anything from it.

Boring Is the Most Expensive Mistake in Marketing

Boring costs:

• Engagement

• Sales

• Awareness

• Loyalty

• Opportunity

• Attention, which is the new currency

People scroll past boring like it owes them money.

Why Brands Default to Boring

Because they’re scared.
Scared to be bold.
Scared someone will disagree.
Scared to stand out.
Scared to have a personality.

Safety is the quickest way to become invisible. I mean, sure, it will keep you alive for a little while, but over the long run, you will fall flat and inevitably become invisible. Unless, of course, you are New Balance and lucked out on Gen Z-loving shoes that don’t scream at you with color waves and excessive style. Instead, they murmur, like someone who is too scared to tell the waiter they got their order wrong - despite being allergic. But who has the luck and expendable income for  EpiPens for that?

The Fix: Add Stakes

Stakes make messages interesting.
Stakes make people lean in.
Stakes make your brand… sticky. (in a good way)

Ask yourself:

• What does my audience gain?

• What do they lose?

• Why does this message matter now?

• Where’s the emotional tension?

Branding today is like a good comedy set - If there’s no tension, there’s no attention. You have to give the audience something to excite them, draw them in, and keep their attention.

Bold Doesn’t Mean Reckless

Bold means having:

• A point of view

• A vibe

• A voice

• A personality

• A perspective

• A good Lawyer (jk...but maybe)

Your brand should stand for something — even if it’s just refusing to be dull.

The Truth

You don’t need to be louder.
You just need to be more interesting.

And that’s where I come in.