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You know how it goes when you hit the grocery store without a list (especially when you’re hungry). You find yourself wandering the aisles, and before you know it, slowly filling up your cart with random stuff you never planned to buy. Like those tasty-looking chocolate chip cookies or some fancy juice, you’ve never tried.
Then, back home, as you unpack all those “seemed like a good idea in the moment” snacks, it hits you—the stuff you actually needed is nowhere to be found.
Believe it or not, building a brand isn’t all that different from a grocery run gone rogue.
Without a clear sense of direction, you might start picking up on ideas, strategies, trends, or advice that looks and sounds good at the moment but doesn’t actually match up with who you are or what you’re trying to build.
Worse yet, you might wake up one day and realize you’ve been doing things that make you cringe, all in the name of keeping up with what everyone else is doing.
So, what’s the fix? How do you avoid this?
By having a clear understanding of not just what your brand stands for, but also what it won’t stand for and what it simply won’t do. Think of it as creating your own list of non-negotiables—the things you won’t say, do, or promote, no matter how “successful” they might look on someone else’s feed.
Without these boundaries, your brand can easily veer off course.
So how do you get clear on what doesn’t belong in your brand?
By simply asking the question: What are some things your brand won’t do? This is the same question I ask my clients. It’s a simple but powerful way to gain clarity and stay true to yourself, and as a result, avoid the things that might be trendy or popular but don’t fit with who you are or what you stand for.
Some common answers I hear (that you might resonate with) are things like:
- “I’m not dancing in reels just because everyone else is”
- “I won’t sell in a forceful, icky way that doesn’t respect people’s boundaries”
For me personally, some of my non-negotiables are:
- Getting into messy online fights with random strangers. There’s more than enough drama and negativity out there, and I’m not looking to add to it.
- Not creating a safe space for my clients to speak their minds. Simply because I know what it’s like to work with someone and not feel safe enough to express your honest opinions, and I don’t want that with my clients.
- Talking down to my audience or channeling ‘mean girl’ vibes. Because my brand is here to encourage and empower, not to talk down to anyone or make them feel disempowered.
- Hopping on trends just because everyone else is doing it. Trends come and go, and some are great! But if they don’t align with the core of my brand, I don’t go there. My goal is to build something lasting and genuine, not just keep up with what’s in right now.
So, What Are Your Brand’s Non-Negotiables?
If you’re not sure where to start, think about the things that don’t feel good to you—the things that seem forced, inauthentic, or that you just plain don’t want to do. These are the things that don’t fit with who you are or what you’re here to build.
These boundaries become the backbone of your brand, helping you make decisions that align with your vision and helping you ultimately build a brand that actually feels like you.
As you reflect on your brand’s non-negotiables and start to carve out a clearer path, it’s natural to seek more guidance.
As you reflect on your brand’s non-negotiables and start to carve out a clearer path, it’s natural to seek more guidance. If you’re looking to create a personal brand that resonates with your audience and positions you as an industry leader—on your own terms—then I have something special for you.
Introducing the Brand Confidence Guide. This guide is all about helping you build a brand with clarity, purpose, and heart. It’s perfect for those who pour their hearts into everything they do and want to dive deeper into crafting a brand that truly stands for something meaningful. Download it here.
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