You can spot them a mile off.
The brands that burst onto the scene with a bold voice, a fresh look, and a sense of knowing exactly who they are. They get noticed. They get talked about. And at first, they’re not afraid to ruffle a few feathers, in fact, they lean into it. They’re disruptors. Originals. Unignorable.
But then… something shifts.
Maybe the category gets more crowded. Maybe they scale, hire a team, and start listening to agencies, consultants or investors who didn’t build the brand but suddenly hold the keys to its future. Maybe it’s just the slow creep of fear, fear of getting it wrong, of alienating anyone.
So they do what feels smart and safe: They test. They tweak. They smooth out the edges. They start shaping their identity around what people like most… instead of what made them different in the first place.
And just like that, the edge gets sanded off.
As I continued my grocery shop I (accidently) found myself in the alcohol aisle staring at something I’ll probably never buy, but couldn’t stop looking at:
BuzzBallz: If you don’t know them, Buzzballz, LLC / Southern Champion are brilliant pre-mixed cocktails in funky, round containers (a little like Christmas baubles). Bright colours. Odd flavour pairings. Loud names.
Now imagine running that packaging through a focus group: “It’s awkward to drink from.” “It looks like a toy.” “Why is it round?” “Couldn’t it be more elegant?”
But here’s the thing: that ball is the brand. It’s playful. Disruptive. A little ridiculous. And completely unforgettable. If they’d moved to a sleek, neutral can to appeal to the masses, they’d be just another RTD in a crowded fridge. The brands that win hearts understand that some people not liking you is the price you pay for someone loving you.
Most of the time, people aren’t loyal to products. They’re loyal to how those products make them feel. So if the thing that made you distinct starts to feel inconvenient or risky…that’s probably the exact thing you need to protect.
Don’t confuse “easy to test” with “easy to remember.” Don’t try to be everyone’s favourite, be someone’s. Don’t smooth out your weird, it’s often your best asset.