True branding begins in the dark

The intentional effort to make people feel a certain way about a person, product, or organization—also known as branding—often overlooks a crucial audience: the one within, unseen and alone.

In the past, people could fabricate a feeling far from the truth and get away with it. But it rarely lasted. And today, with more outlets for the truth to surface, it’s even harder.

The better approach has always been this: elevate the truth itself, not just the perception.

If you want to be perceived a certain way, invest in becoming that better version, and reinforce it by showing yourself, when no one else is watching, that you truly are, or are becoming, this person.

The habits you live out in the dark build the identity you’re claiming in the light—and when the identity is real, the claim becomes formidable and leak-proof, because there’s no lie to uncover.

For a business leader, the internal audience is first themselves, then their team. True branding works from the inside out.

When your internal reality is rock solid, the external branding becomes you shining light on a truly impressive core—not you wearing a mask. And that’s easier, more powerful, and it lasts longer.