Still messing with your fonts and wondering why the clients aren’t showing up?

Look, I get it. You want things to look polished, cohesive, maybe even a little Pottery Barn-ish. But here’s the truth:

Your brand is not your fonts. Not your colors. Not even that logo you paid way too much for. Your brand is the space you occupy in someone’s brain—it’s what they say about you when you’re not in the room. When someone has the problem you solve it’s the answer to, “Who ya gonna call?”.

And if the answer isn’t you, then we need to work on your brand.

The #1 Thing That Makes a Brand Stick?

Being Different.

Remarkably Different.

This is Seth Godin’s big idea from his book “Purple Cow.” Still a great read and still 100% relevant over 20 years later. Succinctly, if your positioning sounds like everyone else’s in your space, you’re basically invisible.

Here’s the thing: your potential clients’ brains are constantly filtering out noise. And what cuts through? The thing that looks, sounds, or feels different. The brand that stands for something. The business that says, “Hey, I know exactly who you are and exactly what you need.” So if what you’re putting out there is generic, you don’t need more polish—you need more different.

My Hot Take

The best way to differentiate yourself without resorting to gimmicks is Thought Leadership. If you can clearly articulate the transformation you create—and show the thinking behind your method—you will stand out.

Not with generic tips or TikTok trends. But with content that connects. That educates. That shows you understand their problem and have a defined approach for solving it.

And when you do that consistently? You become the obvious choice.

TL;DR?

• Your brand is not your logo
• You want to carve out a space in your area where you’re the clear answer to “Who ya gonna call?”
•  To stand out, you have to be really different.
•  IMO thought leadership is the most effective way to become unforgettable.

Want to go deeper? Check out this episode of The GenXpert Show.