If your brand looks “right” but something in you recoils, that reaction is data. It usually points to one thing: identity congruence, the match between what you believe on the inside and what your brand signals on the outside. In this episode, I dig into why so many founders build a brand that mirrors the industry, then wonder why it feels generic, attracts price shoppers, or creates that constant need to push and sell. When consumer behaviour is driven by emotion and attention is fragmented, safe branding becomes the most expensive choice.

Want to join me in person for a full day workshop? The Underground will be running in Sydney Tuesday 9 June. See the link for details: https://youroneandonly.com.au/theunderground/

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