Don't come for me, but no (and that’s not a bad thing). There’s a difference between a brand that’s built to convert and a brand that’s built to cultivate.

Both are valid and can be successful; they just serve different goals. Some brands solve a problem clearly and efficiently, while others are here to express a belief, shape identity, or create a sense of belonging.

I recently came across a brand strategy article, and it simultaneously supports and challenges my understanding of branding.

For years, I have preached "differentiation" as a means of standing out, whether it's for a personal or business brand. But in this new era of AI, the old playbook of “being different” isn’t enough.

In my work, I see and experience this myself every day, solopreneurs playing small, leaders toning it down, businesses hiding behind “safe” language because they’re afraid of being too much, too bold, or too different.

If you want your brand to grow, you have to start believing you deserve to be seen. Strategy builds structure, but belief builds momentum. Align those, and you will see real progress.

Putting yourself out there is hard. Whether you’re a solopreneur, job seeker, career switcher, or business owner, the fear is real, and most of us struggle with it.

Those fears are about being human. We’ve been trained to blend in and be agreeable. To not take up too much space. So when it comes time to put ourselves or our businesses into the world, of course it feels uncomfortable.