The creator economy needs more originality
13. May 2025
by lars@notfound.media
Before your brand is a logo, a color palette, a catchy tagline, or a viral post — it’s a story. Not one you pitch to investors, post on your website, or whisper into the ears of potential customers. But the one you tell yourself.
That internal narrative — the belief about who you are, what you stand for, and why you do what you do — is the seed from which everything else grows. Get that story right, and your brand will feel natural, aligned, and magnetic. Get it wrong, and no amount of polish will save it.
Why the Inner Narrative Comes First
We tend to think branding starts with external expressions: naming, design, messaging. But those are just artifacts. The real work happens underneath — in defining your identity, your values, and your mission with ruthless clarity.
Think of it this way: if your brand were a person, the story you tell yourself is your self-concept. It shapes your behavior, voice, style, and choices. When that inner alignment is strong, people sense it. They trust it. They buy into it. When it’s confused or shallow? You’re just another business trying to shout louder than the next.
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