Branding is about many things —your logo, design consistency, storytelling, target audience, and differentiation. But at its core, it comes down to one simple question: What is it that you believe in?

Imagine you're having a conversation with someone you just met at a party. They tell you about the movies they like. Let’s say their taste is very serious and intense. You never really liked movies like those. Then they suggest you watch some of them if you have time.

Now, will you tell them, “Okay, I’ll watch them,” even though you know you never will? Or will you say, “Thanks for the recommendation, but I only watch fun and lighthearted movies”?

If you choose the first option, they might think they have found someone who is willing to try their taste and they might keep recommending more movies you'll never watch, and it could turn into a very awkward conversation. But if you choose the second option, the worst-case scenario is the conversation ends. The best-case scenario? They might recommend something you’ll actually enjoy. And let's be honest — they’re not going to punch you in the face just because you said what you like.

This is a stretched-out scenario, and of course, a lot of things can happen in real life. But the point is: most of the time, being honest about who you are brings you closer to people who truly understand you. Most importantly, you don’t have to hide behind something you’re not — and life gets a little more enjoyable.

Branding works the same way. It’s about who you really are and what you care about.

Let’s take a simple business example. Say you’re running a delivery service. You post an ad that says, “Delivery Service with the Cheapest Price in Town.” A potential customer sees the ad, checks out other delivery services, and finds out yours is actually more expensive. What happens then? They think, “Nah, they’re just lying.”

Now let’s say your service isn’t the cheapest or the fastest — but you always handle every parcel with care so that nothing ever happens to it. But you can’t offer any kind of insurance because you’re just starting out and can’t afford it. Should you say you offer insurance anyway? I’d say no. Instead, post a photo or video showing how you actually take care of parcels, and say something like, “I can’t offer insurance yet, but I always do my best to protect every item I deliver.” It is about who you are and what you value. It is about what you believe in.

In this case, the fact that you take care of your parcels — that is your brand. It’s your Unique Selling Proposition. And the moment you start communicating it to people — that’s marketing. The people who believe in the same values as you will come to you. That’s your target audience.

So, what about things like logos, slogans, fonts, tone of voice, and all that? Where do those fit into branding?

Think of them like clothing and accessories. Let’s go back to the party conversation example. Say you’re wearing a t-shirt with a Deadpool design on it. You can just point at your shirt and say, “I like fun, lighthearted films like Deadpool.” That makes you easier to remember — maybe not even by your name, but as “the chill guy who likes Deadpool.” And if someone else at the party is a big fan of Deadpool too, they might even come start a conversation with you.

It’s the same with logos, design, and fonts. They are the way you express yourself — the visual cue that makes you recognizable. Can you have a traditional-looking logo and still attract a younger audience? Sure. But would it help if you have a modern and clean logo? A lot.

We’re already wired — both genetically and culturally — to associate certain shapes, sounds, and stories with certain feelings and emotions. Can you break that pattern and do something different? Yes. But it’ll take more time, more effort, and more resources.

You might question "wouldn't it be the same as changing who you are in order to be liked by someone?" The answer is yes, it is. But relationships work only if it's mutual. For example, even if you love wearing t-shirts and shorts, you wouldn’t show up to your friend’s wedding dressed like that. You wear wedding attire — not because you’re changing who you are, but because you care about your friend and want to show respect.

Even in the party conversation example, if you like the other person enough, maybe you will check out the movies they recommend because you want to understand them better. Branding is the same. So, if you built a product you very strongly believe in, yet no one is buying it, it is likely because you do not really understand the people who you think will use your product. That’s how businesses end up creating products for problems that don’t really exist.

What if you are doing what you are doing just so you can make money? There’s nothing wrong with running a business to make money. After all, we’re all trying to make a living. But when your work aligns with what you truly believe in, and there is love between you and your customers, it becomes something meaningful both to yourself and to other people—and that makes all the difference. 

So, believe in something and stand by it — but leave room to grow and change for the people you care about, because no one is always right.

Htet Myat Tun