Picture it. San Diego, 2012. A Thursday night in early March. I’m hiking down a mountain with a boy, while somewhere above, two glowing sets of eyes are stalking us. Coyotes? Probably. Plotting their late-night snack, and I am the main course. But honestly, I can’t say for sure because the only light we’ve got is the full moon overhead, and let’s just say I’m not exactly thriving in the whole outdoorsy, survivalist vibe. It’s cold—like, “I should’ve worn three extra layers” cold.

As I’m trying not to do faceplant and become coyote bait, I hear this voice in my head: “What in the actual hell are you doing? WHY? Are you really about to become some coyote’s midnight burrito for a boy? Who even ARE you right now??”

See, I’d been “dating” this boy for a bit. And by dating, I mean, it was what the kids these days would call a “situationship”—very vague, very undefined, and honestly, very dumb. He was outdoorsy. You know the type. Endlessly suggesting hikes, camping, and all the other things REI wants you to buy gear for. And while I’m all about fresh air and maybe a casual beach walk with a glass of wine, I am not the “scaling mountains under the Thursday night moonlight in early spring” kind of girl.

But there I was, pretending. For what? Because I kinda liked the guy and thought if I acted like him long enough, we’d magically sync up like some rom-com montage? Spoiler alert: No.

I’d love to say I sashayed off that mountain straight into a bar, told the guy it was time to move on, and ordered a stiff drink like I was in the final act of a rom-com. But no. It took me a solid month (or two) to break it off. Comfort is seductive—like staying in your sweats all day during a Netflix binge.

It wasn’t until years later that I realized: if I wanted to meet my dream guy, I had to stop acting like I was someone I wasn’t—basically pulling a “Lonely Boy trying to fit in with the Upper East Side” move. Once I ditched the awkward “I’m totally into this” act and embraced my true self, life (and dating) got way better. Turns out, being myself—sans midnight hikes and wild animal threats—was the real glow-up. XOXO, lesson learned.

I’m sure you’re wondering what’s this got to do with branding? Well, buckle up.

Just like I was doing the most to impress a guy I didn’t even like that much, a lot of businesses do the same with their branding. They try on all the different voices, styles, and marketing tricks, hoping something sticks. Maybe they think if they try everything, they’ll attract everyone. But, friend, that’s not how you build a brand people actually care about. It’s like trying to find your soulmate by pretending you’re into every hobby ever. (Hello, mountain hikes in the dark!)

This is where brand strategy comes in. It’s like dating with a plan—knowing who you are, what you stand for, and what kind of relationship you want with your customers. Instead of trying random things and hoping someone swipes right on your business, you’re confidently showing up as YOU. That’s the magic of brand strategy. Let’s break it down.

So, what exactly is brand strategy?

First off, your brand isn’t just your logo or your latest Instagram post. It’s the way people feel about your business—it’s the connection, trust, and vibes you create. But how can anyone know the real you if you don’t know it yourself?

Brand strategy is like finding your brand’s true self. It defines these key things:

• Your brand’s personality: What do you stand for? What’s your vibe? Your values? How do you sound when you show up for people?
• Your brand’s magic: What makes you different from the million other brands out there? Why should people choose you?
• Your brand’s people: Who are you talking to? And how do you solve their problems or make their life better?
• Your brand’s story: What’s your message? When and how do you deliver it?

Why is brand strategy non-negotiable?

Think of it this way: If you don’t know who you are, how can anyone else? The same goes for your business. Without a solid brand strategy, you’re just guessing. Throwing spaghetti at the wall, hoping something sticks.

A strong brand strategy helps you:

• Define your target audience: You’ll know exactly who you’re talking to, what they care about, and how to make them feel like you get them.
• Create consistency: You’ll develop a tone of voice and visual identity that’s recognizable and trustworthy—so people know what to expect from you.
• Develop unique positioning: Standing out from competitors becomes a lot easier when you know what makes you different. You won’t have to scream for attention because your dream customers will naturally be drawn to you.
• Get aligned: Everyone on your team will be on the same page. No more “what’s our brand again?” moments.

Why brand strategy comes first (before you go all-in on logos)

Imagine designing a whole visual identity—your logo, colors, fonts—without knowing who you are as a brand. It’s like buying an outfit for a personality that doesn’t exist. It might look good, but will it really fit?

Without a strategy, your branding is just dressing up a mannequin—no soul, no depth. And trust me, people can feel that.

A strong brand strategy makes the visual part easy. When you know your values, your audience, and what makes you different, the right colors and designs will jump out at you. Your visuals will feel authentic because they’ll be rooted in something real.

Ready to make your life easier (and your brand unforgettable)?

Here’s where the magic happens. Want to avoid the business equivalent of coyote-infested hikes for people who aren’t even your type? Answer these questions to get started:

• Who does your business serve? What do they actually need?
• What results or transformations do you provide?
• How do you package those results into products or services people want to buy?

Branding doesn’t have to feel like throwing darts in the dark. With a solid strategy, you’ll create something real, build stronger relationships, and finally grow the business you’ve always dreamed of.

Want to make things easy? Let’s chat about my tailored Brand Therapy framework and take your brand from “who even am I?” to “I know exactly what I’m doing.”

Let’s make sure your business isn’t a coyote’s next meal.