Do you know what your business’s brand is? Does the word “brand” make you want to run away? Does it conjure images of large corporations like Coca-Cola or Telus, making you think it’s irrelevant to small businesses—or at least to your small business? Are you creatively challenged and find yourself avoiding anything to do with your company’s visual design or identity?
Even for me, the word brand can be a turnoff. It can feel like a sophisticated term tossed around by marketing agencies to justify charging an arm and a leg for branding services. For businesses on a budget, it can feel elusive, airy, and disconnected—like a concept that doesn’t directly translate into dollars.
That’s why I like to “dumb down” the word brand into tangible assets: your logo, fonts, colors, and so on. These are concrete, identifiable elements that make the idea of branding easier to grasp. From this common starting point, I can easily take any example—like a competitor’s website—and point out its branding elements while offering insights and feedback.
But as a soulpreneur, I’ve recently stumbled upon a new perspective that completely redefines what a brand is—and it makes it sound like poetry. Richard Rudd, visionary of the Gene Keys, describes it like this:
"Your brand is the way in which you express yourself in the world. It’s your voice on more levels than one. It’s the harmonics of what you’re putting out into the world and how it’s being received by others."
This soulful, elevated definition breathes new life into an overused word.
- Your brand is your Self-Expression.
- Your brand exists on many levels.
- Your brand has a vibration and resonance.
When I think about this, I imagine we first experience a brand by absorbing its “feel.” We take a moment to savor its essence, and almost instantly, we know if it’s a match.
Next, your brand extends itself through words—your tagline, headings, titles, and even the first lines of your About page. These elements give substance to the initial vibe.
Finally, consistency becomes the glue that holds it all together. Without consistency, your brand risks broadcasting mixed messages, leading to confusion and disconnection.
That’s why “Stay On Brand” is more than just a trendy phrase—it’s an essential practice.
So, what do you think?
Have you heard of the Gene Keys before? Does this poetic redefinition of brand resonate with you?
Does the idea of refining your brand to become your true Self-Expression feel more appealing now?
Let me know—I’d love to hear your thoughts!
