Have you ever wandered past a truly excellent shop window? You know, the kind that stops you mid-step, makes you spill your coffee (or at least slosh it a bit), and think, "I must go inside—or at least take a snapshot of this."

But here's the thing: those windows don't show everything the shop sells. They don't cram in every size of every sweater, a shelf of candles, and Janice—the overly enthusiastic manager—waving her arms and yelling, “WE HAVE SOCKS, TOO!”

I saw a bumper sticker last week that I think cracked the code to modern branding:

"I brake for UFOs 🛸 "

Ridiculous? Maybe. But stick with me – this might be the weirdest (and most helpful) brand advice you'll read this week.

Here's the thing about UFOs and your bottom line.

Most business owners are white-knuckling it down the same highway, eyes locked on the same road, chasing the same customers.

I had a chat recently with a client who was in full-blown panic mode. The kind where you're obsessing over whether the blue you’ve chosen is the right blue, and if your logo should be just a touch more... something. You know, the kind of existential crisis where you spend three hours agonizing over a font and convince yourself this decision is all that stands between you and utter business ruin.

Let’s talk about pirates and princesses

Nobody ever called a card catalog "boring" despite its rigid consistency. Why? Because those rigid drawers housed stories of pirates, princesses, and far-off planets. The system wasn't the star - it was the stage that let the magic happen.

Let’s talk about boxes

The truth is, and I say this with all the authority of someone who once spent three hours deciding what to order for lunch when given an unlimited expense account, that too much freedom is about as helpful to creativity as a chocolate teapot is to a proper cup of tea. When faced with infinite possibilities, the human brain tends to do what it does best: panic quietly and then pretend to be busy.

Let’s talk about taglines

A lot of the time, what we remember the most about a brand is the tagline.

• Just do it.

• When it absolutely, positively has to be there overnight.

• The happiest place on Earth.

• The ultimate driving machine.

• You're in good hands.

• There are some things money can't buy. For everything else, there's MasterCard

Your mission is the direction your boat is headed—your North Star. It's the clear, concise statement that explains what you're doing and how you're getting there. It’s practical, grounded, and often a bit of a grind.

Now, your purpose? That's the wind in your sails. It’s the "why" behind what you do. It’s that deeper reason you get up every morning, even when things get rough. Purpose is what fuels the journey, while your mission steers the ship.

All businesses have an equivalent for "food". It's the thing you do. What you make or provide. And especially as a new business, your priority should be nailing your "recipes" rather than nailing your brand.

Because, and here's the secret, what you do and how you do it is your brand.

When it comes to branding, we often fall into the same trap. We think about our wants: specific colors, the aesthetics we drool over, and logos we love because they’re oh-so-pretty. But what we want isn’t always what’s best for our brand.

We've all been there: staring at a blank page, screen, or—if you're really in deep—a wall, waiting for a brilliant idea to pop into your brain. But instead, your mind does this thing where it decides it’s more important to obsess over what to make for dinner. Or worse, you start revisiting that embarrassing thing you said five years ago at a party.

In a world where we're constantly texting and writing, it’s easy to forget the art of genuine conversation. Instead of using jargon and buzzwords, imagine you’re having a coffee with a friend. Speak plainly, be yourself, and let your brand’s personality shine through. Remember, clarity and authenticity will help you connect with your audience far better than any strategy or clever phrase.

Got a tight budget? You might be eyeing options like Fiverr or Squarespace to get your logo and website done for cheap. But before you dive in, ask yourself: Are you building a brand or just making something look good? DIY solutions can be a good start, but they often miss the mark on strategy. Find out how to make the most of your limited budget and build a brand that’s more than just a pretty face.

When you’re starting, there are so many things to pay for, and sometimes really beautiful design just shouldn’t be your highest priority.

Here is a list of amazing tools that will allow DIYers to build a professional brand on a bare-bones budget:

It all begins with an idea.

It's clear now that knowing your "why" is super important—it's what gets you out of bed in the morning and keeps you going. But, there's a big "but" here—it's not just about the why; it's also about the how.

Don’t try to change people’s minds. It’s irritating and futile.