That Thing You’re Hiding? It Might Be Your Brand’s Superpower.
I’ve seen it so many times. That awkward bit of a brand story that feels rough around the edges. The habit a team can’t quite kick. The origin tale that sounds more like a stumble than a grand plan. That quirk everyone wants to sand down or shove in a closet.
I say: stop it.
Seriously. What if that isn’t a flaw? What if that’s the fingerprint that makes your brand unforgettable?
I borrowed this idea – and stretched it a little – from philosopher Slavoj Žižek. He talks about the “symptom.” Not just a problem to be fixed, but a signal. The messy, visible sign of something deeper: your core, your obsessions, your hidden drivers. His advice? Enjoy your symptom. Don’t erase it. Lean into it.
I think about the small-batch ceramics studio that only makes wildly impractical, giant vases. Or the founder who sends painfully earnest, jargon-free emails that somehow charm investors. Or the bakery whose grumpy owner turned their persona into legendary charm (and a merch line that reads: Eat Cake. Grump Happily.).
These aren’t “brand strategies” dreamed up in a boardroom. They’re quirks, contradictions, obsessions – and that’s exactly where a brand stops being a commodity and starts becoming a story people want to join.
Polishing everything into perfection? That’s how brands disappear into the noise. Beige. Forgettable. People smell “manufactured” a mile away. What sticks is honesty, personality, and the sense that real humans – with all their weird edges – are behind the logo.
So maybe you’re overly passionate and it shows. Maybe you take forever because details matter to you. Maybe your product is oddball. Don’t hide it – own it. That’s the stuff people remember. That’s where connection sparks.
Here’s what I do: I help brands grab a coffee with their quirks, look them in the eye, and ask:
- Could this “flaw” actually be a feature?
- How could we express this honestly – even playfully – instead of burying it?
- Is this the exact thing that makes us stand out in a sea of sameness?
Forget perfect. Aim for real. Real is messy, human, and full of character. That’s where your story begins.
And that’s exactly what I love helping brands discover and design.
