Why Most Brands Fail Even When They're Popular
You're not building a brand. You're building noise—if you're chasing likes instead of lives.
We live in a world where follower counts matter more than customer loyalty.
Where being “seen” matters more than being useful.
Where marketers worship impressions—but ignore impact.
Let me be blunt:
– Popularity is a sugar high.
– Relevance is a meal.
Popularity Without Relevance Is Just Expensive Noise
We've all seen it: the brand everyone knows but nobody trusts. The company that dominates ad space but bleeds customers. The startup that raises millions—then evaporates.
The cause? A cult of metrics:
Followers.
Impressions.
Reach.
But these are vanity metrics. They look great in a pitch deck. They don't pay salaries. They don't keep you in business.
Relevance metrics build legacies:
Retention.
Referrals.
Revenue.
87% of startups fail. Not because they weren't popular. But because they weren't relevant.
The Authenticity Paradox No One Talks About
Authenticity isn’t a slogan. It’s not something you print on packaging.
It’s economic leverage.
When you’re truly authentic, you don't need to:
Compete on price.
Chase every trend.
Beg for clicks.
You create gravity. People come to you. They stay. They spread the word.
But here's the paradox:
The moment you try to appear authentic, you've already lost it.
Authenticity isn't manufactured. It's excavated.
Don’t ask, “How do we look authentic?” Ask, “What truth are we afraid to say out loud?”
Clarity Beats Clever Every Time
Want to build a resilient brand? Be clear. Not clever.
The best brands don't:
Pivot every quarter.
Rebrand every trend cycle.
Chase new personas every campaign.
Instead, they draw a line in the sand. They say: “This is who we are. This is who we serve.”
Strong brands are willing to be irrelevant to most people—so they can be deeply relevant to the right ones.
Clarity isn't just a strategy. It's a filter:
For decisions.
For hires.
For messaging.
If your clarity doesn't offend someone, it's not clear enough.
The Strategic Value of Being Unpopular
You want to build a brand that lasts? Start by deciding who you’re willing to lose.
Being unpopular isn’t a weakness. It’s strategic positioning.
Not everyone should love you. If they do, you're generic.
Being controversial for attention? Cheap. Being clear in your conviction? Rare.
Obscurity is safer. Relevance is braver.
Truth as Competitive Advantage
In a world drowning in spin and story, truth cuts through.
Truth creates trust. Trust drives transactions. Transactions build growth.
But truth requires courage:
The courage to say what you really believe.
The courage to admit what you’re not.
The courage to speak plainly when everyone else is spinning.
The best brands aren’t the loudest. They’re the clearest.
Truth becomes your moat. It can’t be copied, because it’s yours.
The Relevance Framework for Founders
Relevance isn’t magic. It’s method.
Here’s the 5-step framework I use with founders building brands that matter:
1. Truth Mining
Dig up your real story.
Uncover founder scars, customer frustration, category dysfunction.
Say what others won't.
2. Audience Focusing
Define who you serve so clearly they think you built the business just for them.
Narrow until it feels uncomfortable.
3. Tension Mapping
Identify the gap between what people want and what the market delivers.
This is your leverage point.
4. Narrative Crafting
Tell a story that connects your truth to their need.
Make it simple enough to spread.
5. Consistency Systems
Build rituals, habits, and processes that keep your brand aligned.
Not just your look, but your language.
Relevance isn't about getting popular. It's about becoming so valuable that popularity becomes a side effect.
The Long Game of Resonance
The question isn’t: How do we get popular fast?
The question is: How do we stay relevant long?
Because popularity spikes. Then crashes.
But relevance? It compounds.
The brands that matter today weren’t built for likes. They were built to change lives.
People may forget what you posted. But they won't forget how you made them feel. Or the problem you actually solved.
Popularity is rented. Relevance is owned.
Choose wisely.
