17 April, 2026
Is your brandstory still fresh?
I have yet to come across an entrepreneur without a firm belief or conviction about the product or service they offer. Without it, what is the reason to exist?
The road to success is bumpy and full of decisions. Some of us stand firm, and are strongly rooted in the conviction they had when they started the company. Others get distracted, not from bad intention, on the contrary, from trust and listening to far too many opinions.
If you want to (re-)share your true brand purpose and value:
Ask yourself, why did I start this business?
What was my firm belief?
Was it a solution to a problem?
Was it a contribution to society?
Was it a fulfillment of an urgent customer need?
Was it based upon a firm conviction to contribute to our planet?
Are you still living up to this promise today?
An added complexity is artificial intelligence. We tend to run our ideas through AI chatbots. Create brand communications in LLMs and ask all of our questions to our new BFF’s Gemini, Chat GPT and Co-pilot. The outcome is often a bit bland and not very authentic. LLM systems search the data that has been poured into them by other brands, they mix it up, make a cocktail and serve it to you. It is not a five-star cocktail, it is a premix, and remixes are never as fresh, tantalising, invigorating, or exciting as the real stuff.
Of course, if you crunch your own brain the answer is obvious, you often go back to the initial energy, pride and motivation. The childlike euphoria of having found the best product or service in the world that only you can bring. It is always authentic, because there is just one you.
So, when your brand positioning has turned into a premix, infused with countless good intentions, advice and input from other entrepreneurs, advisors, consultants, agencies, neighbors, you name it, no wonder it has lost its luster and misses the kick.
Go (way) back. Ask yourself why did I start this business? Or better let me ask you the questions and I will pour it into true words and engaging brand communication.
Cheers
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