Good Brands Repel People. Here’s Why Yours Should Too.
For a long time, I cared way too much about what other people thought of me—how I lived my life, how I ran my business, and how I showed up online... If you've ever felt that anxiety creeping in, you know exactly what I mean. The constant overthinking, the second-guessing, the fear of being judged—it’s exhausting.
I wanted to be fully myself in my brand, but the idea of sharing my truest thoughts? That felt risky. What if I said something that put people off? What if I lost customers? What if I alienated my audience by being too much me?
Photo by Maksim Goncharenok via Pexels.
But here’s the thing: good brands are meant to repel people.
I know that sounds harsh, but it’s true. If you’re for everyone, you’re for no one. The best brands—the ones that make a real impact—are the ones that stand for something. And when you stand for something, not everyone is going to be on board. That’s a good thing.
Because on the flip side, the right people? The ones who resonate with you? They’ll connect with you in a way that no watered-down, people-pleasing version of yourself ever could.
And also? Here’s the real kicker: no one actually cares as much as you think they do.
We spend so much time obsessing over what people might think of us, but the truth is, people are too busy thinking about themselves to analyze every single thing we do. Once I realized this, I felt free. Free to run my business how I wanted. Free to share what I truly believed. Free to trust that the right people would find me.
If you’ve been holding back—worried about how your message will be received, how you’ll be perceived, or what people will say—I encourage you to let go of that fear. Say what you want to say. Show up how you want to show up. Be boldly yourself.
The right people will stick around. The rest? They were never yours to begin with. And that’s exactly how it should be.
