If your brand looks “right” but something in you recoils, that reaction is data. It usually points to one thing: identity congruence, the match between what you believe on the inside and what your brand signals on the outside. In this episode, I dig into why so many founders build a brand that mirrors the industry, then wonder why it feels generic, attracts price shoppers, or creates that constant need to push and sell. When consumer behaviour is driven by emotion and attention is fragmented, safe branding becomes the most expensive choice. Want to join me in person for a full day workshop? The Underground will be running in Sydney Tuesday 9 June. See the link for details: https://youroneandonly.com.au/theunderground/Send us Fan MailVisit: youroneandonly.com.auConnect with Tara on LinkedIn: @tarajoyladdRead Not For Speakerphone on Tara's Substack: @taraladdFollow YO&O on IG @youroneandonly_auFollow Tara on IG @iamtaraladdFree Brand Gap Finder: Not sure where your brand is falling short? Start here.Sign up for the Design Mind Theory Email: See how psychology shapes the brands people actually choose.

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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