Ditching the Tactics, Keeping the Humanity (Part 2)

Anti-Brand Branding is where I encourage you to break traditional branding rules. Your business isn't some average, stuffy business...so you shouldn't follow average, stuffy guidelines.

In Part 1 (give it a read so this blog makes sense), we uncovered the dark roots of brand strategy, exploring its origins in manipulation and emotional influence. For business owners who find these marketing tactics cringeworthy, it can be challenging to reconcile the need to promote your business with the genuine desire to help and connect with people. Part 2 is for those who want a different path…a way to market your brand authentically and put people over profits.

I didn't want to drop a negative blog dissecting a problem most of us face in business without offering a solution. That's what this blog is. A guide. A reminder.

Here's the good news: You don’t need to create a brand that relies on old, harmful strategies in order to get ahead.

Education

First, we need to become educated on the history of marketing and branding. Just because you aren't aware of the brainwashing tactics or that brand strategy/marketing has been historically used to target women (primarily), doesn’t make it okay. Ignorance is not bliss when we’re benefiting from a system that wants to poke wounds in exchange for money. 

Intention

Intention matters. There's a lot of nuance when it comes to intention versus action, but I do believe that when it comes to running a business, your intentions do matter. I'm not expecting you to be perfect and to never fall victim to a century long marketing tactic because it is so ingrained in our culture, our economy, and our daily lives. 

Not many people talk about this topic, and there aren't many resources about this topic, so I want to put this out there...

So long as you are aware and are doing your best, that's more than enough. It's more than anyone else is doing. Your one step in the right direction is a step more than anyone else is taking and I'm going to give you props for that!! 

Ethics

When you Google how to use brand strategy and marketing tactics in an ethical way, or how to run a business from a genuine place, you don't get any real answers. Instead, you’ll find articles that teach you how to create brand strategies that only appear to be genuine and ethical to an outside viewer. But it all feels very surface level.

Again, our goal is to remove manipulation from our businesses, not find new tactics to convince our audiences that we’re something we’re not.

Your ethics and morals should not change in pursuit of money. 

Establish clear ethics that guide your business decisions. If you value authenticity, transparency, and respect, let those principles be evident in everything you do, from marketing to customer service. There’s nothing worse than a business who pretends to support something, but takes it all back when faced with backlash. If you're about it, be about it!!

It’s okay to be a want, not a need

Chances are, your brand is a luxury and not a necessity. That's okay!! Your brand can bring people joy without making them feel as though they’re lacking. It’s okay for customers to want something simply because it makes them feel good.

When you stop trying to “convince” people they need what you’re selling, it allows for a more genuine connection with customers.

Plus, there's no point in feeling shame surrounding selling if it makes someone else happy. I trade money for happiness all the time. You probably do too. The gifts I buy for others, that candle I bought last week that matched my living room perfectly, and a dinner date with my husband at our favorite restaurant are just a few examples of exchanging money to achieve an experience and a feeling.

Free Solutions

If you genuinely care about helping people or positively impacting them, offer value beyond what they can buy. This might mean sharing free content, tips, or resources that allow people to benefit from your brand even if they don’t purchase right away…or ever. For example, if you’re a clothing brand, you could create style guides, share outfit inspiration, or provide eco-friendly fashion tips.

A Bigger Purpose

You've probably heard people say that you need to find your "why" or your purpose. Often times, people will say their purpose is wanting to make money to be a stay-at-home mom or to travel.  But the truth is, that's a personal purpose - a "selfish" reason for why you're operating a business.

You can absolutely have a personal purpose, but you'll need a greater purpose, something larger than yourself.

Your brand purpose should connect to something beyond individual gain, something that contributes positively to the world. Whether it’s promoting sustainable practices, creating inclusive spaces, or spreading kindness, a purpose-driven brand resonates with people who want to support businesses that prioritize greater good.

Watch what you say

In branding and marketing, it’s easy to slip into language that preys on insecurities. Instead, consider how you can communicate your message without relying on fear or shame. Aim for language that inspires, uplifts, and genuinely communicates the value of what you’re offering.

When you have a brand that attracts and connects with customers authentically, selling takes a whole lot less convincing than you think.

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Maximalist. Gothic. Magical. Romantic.

I design dreamy & rebellious lifestyle brands for misfits like you!

If you're ready to break the rules to craft a brand that feels like you and celebrates your customers...click here.