We need a brutally honest chat about your biz

Most people don’t realise their brand is forgettable until it’s already curled up in the corner, gathering digital dust.

They throw cash at ad agencies, build endless funnels, hire 17 VAs — and still, the inbox stays emptier than a Soho House at 9am. (Wow, I turned the sass up today!)

Here’s the thing: you can’t out-funnel weak positioning.

No algorithm, ad spend, or viral hook can save a brand that doesn’t actually say anything. Your message isn’t landing because the signal is scattered.

The world’s most desirable brands? They don’t just look expensive — they leave an energetic imprint. They become a meme, a reference, an inside joke dropped into the group chat. They show up in other people’s moodboards. They get name-dropped in rooms you haven’t even entered yet.

That’s brand voltage. It’s what makes you impossible to copy even when someone tries. It’s what makes people say, “That’s so you” without needing to see your name in the byline.

So let’s have a ruthlessly honest chat about this:

• Do people quote you back to yourself? Do they repeat your phrases, your punchlines, your worldview? Are you being referenced in other folk’s Substack?
• Would your brand be recognisable if we stripped away every visual element? Are you unmistakable?
• Can someone — anyone — explain what you do and why it matters in one delicious sentence?

If your answer is a nervous giggle, a vague shrug or a word salad of explaining, we’ve got work to do. Because right now? You’re wallpaper. Tasteful, tonal, inoffensive. And completely unremarkable.

But once this clicks? Everything changes. Your marketing becomes an amplifier, not a lifeline.

Your content gets shared. Your message sharpens. And your brand?
She walks into the room before you do.

Why Marketing Can’t Save a Bland Brand

Most people assume their marketing isn’t “working.” The real issue? They’re trying to serve caviar off paper plates.

You can’t out-funnel weak positioning.

Marketing isn’t a defibrillator. It can’t shock life into something that doesn’t have a pulse.

You can’t buy your way into desire with Facebook ads and “half-baked and spinning my wheels” launches. No matter how polished your website is—or how many ‘engagement hacks’ you’ve saved on Instagram—if your brand doesn’t move people, it won’t convert them either.

Luxury personal brands don’t scream. They’re alive with certainty. There’s a silent confidence to a brand that knows what it’s doing, has claimed it’s place and has truth to serve up—and it starts long before anyone sees the content.

So here’s the uncomfortable truth no one wants to say out loud:

Marketing only works when your brand does.

You need to decide whether you’re in the business of chasing attention… or commanding it.

Because when your brand has depth, focus, and an unmistakable point of view, even a single post becomes a lighthouse, guiding the right clients home to you. And when it doesn’t? You’ll need to shout louder than you were ever meant to.

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The Brand Resurrection Blueprint

Every iconic brand that clawed its way back from irrelevance followed the same seductively predictable pattern.

It’s not a template. It’s undeniable truth. And once you see it, babes, you’ll never tolerate mediocre branding again.

Step one? Ruthless reduction.

They didn’t add. They subtracted.

Not to bland minimalism—but to something more savage, raw and potent. The non-negotiable brand DNA. The real essence that couldn’t be copied, bootlegged, or content-marketed away.

Because here’s the brutal truth: you don’t need more. You need clarity with bite.

Next, they stopped selling a product and started building a myth.

Not a tagline. A mythology. A bigger story people long to belong to—rebellion, elegance, discipline, freedom, obsession. It’s the difference between flogging a trench coat and offering an identity. That’s the game.

And finally? They had the audacity to ignore the market.

They stopped asking “What’s trending?” and started deciding “What aligns with our values?” That’s the shift that gets you out of the carousel of content and into the archives of culture. It creates culture.

And when it clicks?

People don’t just buy.

They buy in.

They choose your world. They evangelise it. They use your brand as a filter for their own decisions.

That… is what I call Brand Voltage.
The magnetic charge that turns your soul mission and offers into movements.

Case Studies: How Cult Brands Reclaim Obsession with Brand Voltage

If you stack the world’s most iconic brand turnarounds side-by-side, you’ll spot a pattern. And unfortunately, it always starts with a fall from grace 😲

Heritage on the brink. Burberry.

Burberry was everywhere… and that was the problem. The once-regal check became recognisable—too recognisable—and it morphed into the chav uniform of the 2000s. Overexposed and ultimately, undesirable. The turnaround came when they began gatekeeping, built a price moat, elevated themselves with exclusivity.

Mundane becomes the myth. Erewhon.

A grocery store, rebranded as a shrine to $20 smoothies and sun-drenched aspiration. They didn’t sell health—they sold cultural relevance. With wellness on the rise, health became a flex. The most basic experience, reborn as the most current because they mirrored and elevated culture.

The prestige problem. Saint Laurent.

Beautiful. Historic. Irrelevant. Until Hedi Slimane kicked down the doors and gave it a pulse again. Suddenly, heritage was remixed into hedonism. Elegance now had edge. Reverence met rebellion—and culture took notice.

The masterstroke. Apple.

Not a brand. A belief system. Jobs didn’t relaunch a product. He delivered a manifesto. “Think Different” turned devices into identity. Product ownership into ideology.

Each brand broke and rebuilt itself—ruthlessly. What they all did?

• Stripped down to core essence
• Constructed mythology instead of marketing
• Reclaimed culture instead of chasing trends
• Injected brand voltage until the brand became a beacon

Inside The Business of Luxury Premium, I’ll show you exactly how they did it: what they eliminated, what they obsessed over, and the precise pivots that transformed them from overlooked to legendary.

Even more important? You’ll see what personal brands can steal—and how your own resurrection arc might just begin here.