How to Build a Brand That Doesn’t Suck

How to Build a Brand That Doesn’t Suck

Let’s be honest—most brands out there are as memorable as a blank wall. They look the same, sound the same, and throw around buzzwords like “innovative” and “disruptive” without actually standing out. It’s like they’re all trying to be the same person at the party.

If you’re building a brand, remember this: Branding isn’t about following a checklist or mimicking trends—it’s about creating a real connection and staying true to who you are. As we touched on in our last article, storytelling and transparency are at the heart of building that connection. The brands people remember are the ones that tell genuine stories, engage with honesty, and stay consistent.

What Makes a Brand Suck?

Picture this: you’re scrolling through social media, and every brand looks like it went through the same “neutral” filter. Bland colors, generic slogans, awkward attempts to seem cool. And don’t get us started on the “We’re here for you” posts that all look like they came from the same template.

Here’s the issue—brands trying to look “professional” often end up looking soulless. They hide behind corporate language and staged photos that don’t actually show who they are. If you’re speaking to real people, why sound like a robot?

A key takeaway from our last article: when brands embrace real stories and communicate transparently, they become relatable and memorable. Let’s take that foundation and apply it to building a brand that feels alive.

Why Humor and Authenticity Matter in Branding

The brands that stick in people’s minds are the ones that show personality. Think Wendy’s Twitter account, where sassy replies have become an art form, or Dollar Shave Club, which took a straightforward product and made it unforgettable with humor and honesty.

But here’s the thing: you can’t fake personality. Real brand personality comes from knowing who you are and staying true to that—even if it’s not “trendy” or what others are doing. It’s about authenticity, and that’s what makes brands like these memorable.

Why Your Brand Matters

A brand is way more than a logo or catchy slogan. It’s how people experience every interaction with your business. Think about Apple: they don’t just sell phones. They create experiences that make people feel like they’re part of something bigger.

Or take your favorite local coffee shop. They might not have a corporate brand playbook, but they know your name, your coffee order, and how to make you feel welcome. Those small touches? That’s branding—and it’s why we keep coming back to brands we trust.

The Cost of a Forgettable Brand

Being forgettable is worse than having no brand at all. 77% of consumers buy based on brand name alone—and companies with strong brands earn more because people remember them, trust them, and keep coming back. If people feel connected to your brand, they’re buying more than just a product; they’re buying into a story and a personality.

Step-by-Step Guide to Building a Brand That Stands Out

Step 1: Define Your Brand’s Core Message

Cut the “We’re passionate about excellence in [industry]” line. It’s empty and overused. Your brand message should answer one question: Why should anyone care?

Here’s a test: write down your brand’s purpose in one sentence. Replace your brand name with a competitor’s. If it still works, it’s not unique enough. Keep tweaking until it’s something only your brand can say.

Your core message should be:

  • Specific enough to feel meaningful
  • Simple enough to remember
  • Bold enough to make people care
  • Authentic enough to last

Step 2: Know Your Audience—Don’t Assume, Ask

Remember the backlash when Gap tried to change its logo? It’s a classic example of what happens when a brand doesn’t understand its audience. Don’t guess what your customers want—ask them.

Ways to actually learn about your audience:

  • Host small, casual focus groups (invite customers over for coffee and chat)
  • Follow social media conversations in your industry
  • Check in with customer service about recurring questions or complaints
  • Look at analytics to see what your audience actually clicks on
  • Create customer personas based on real feedback, not guesses

Step 3: Build a Unique Look and Sound

If your brand voice or visuals look like everyone else’s, they’re not saying anything about you. Think of your brand as a person at a party. How would they act? Would they be the life of the party, the friend with the good advice, or the one with quirky stories?

Here are some basics to consider:

  • Colors (not every brand needs a muted palette)
  • Fonts (please, no Comic Sans)
  • Imagery (ditch the awkward handshakes in boardrooms)
  • Voice (funny? calm? bold?)
  • Guidelines (so your team can keep things consistent)

Step 4: Tell a Story Worth Sharing

Every memorable brand has a story. Ben & Jerry’s isn’t just about ice cream; they’re about Vermont charm and social good. And as we explored last time, storytelling isn’t just for high-value clients. Every customer wants to feel connected to something real. Being transparent about why your brand exists and sharing the stories behind it can turn your customers into fans.

Think about:

  • Why you started your business
  • The problems you solve
  • The values you stand by
  • The impact you want to make
  • The people behind your brand

A good brand story isn’t about what you sell—it’s about why it matters.

Step 5: Build Real Loyalty

If you treat customers like dollar signs, they’ll see through it. Loyalty comes from building real connections that go beyond sales. And no, sending automated “Happy Birthday” emails doesn’t count.

Smart ways to build loyalty:

  • Share content that actually helps people
  • Engage on social media as a real person, not a bot
  • Reward loyalty in ways that mean something
  • Ask for feedback and use it to improve
  • Own up to mistakes and make things right

Great vs. Terrible Branding Efforts

The Heroes:

  • Patagonia: Telling people not to buy something unless they need it—that’s branding confidence.
  • LEGO: They turned plastic bricks into a whole culture.
  • Trader Joe’s: They make grocery shopping fun with quirky products and friendly staff.
  • Airbnb: Selling experiences, not just rooms.

The Villains:

  • That fast-food chain suddenly selling yoga mats (we see you, McNamaste)
  • Brands that all used the “We’re in this together” ad script in 2020
  • Companies trying to look “cool” but end up like that out-of-touch uncle
  • Brands ignoring negative feedback until it’s a full-blown PR disaster

Build a Brand That’s Real, Not a Copy

Here’s the truth: Building a great brand isn’t about sticking to a formula. It’s about being true to yourself and being consistent. Stop trying to be the next [insert trendy brand] and focus on being memorable for the right reasons.

Here’s the real “secret” to a brand that works:

  • Know who you are
  • Know who your audience is
  • Show up consistently
  • Be yourself—quirks and all
  • Keep it real

In a world where everyone’s trying to be everything, the brands that stand out are the ones brave enough to be themselves. So, go out there and create something that’s real and memorable. You might even make someone’s day in the process.

Because life’s too short for forgettable brands.

Next Up: Making Sure Your Message Gets Heard

So, you’ve got a brand that stands out—but how do you make sure your message doesn’t end up in the digital trash bin? Our next article, “From Inbox to Trash: How to Make Sure Your Email Gets Read,” will dive into the art of crafting emails that grab attention, build trust, and actually get opened. Stay tuned to learn how to keep your emails out of the spam folder and in front of the people who matter most.