#127 Why Your Brand Isn't Standing Out and How to Fix It

Your brand isn’t just your logo, your colors, or the words on your website. It’s how people feel about your business and if that feeling isn’t clear, more marketing probably isn’t going to fix it. In this episode of Uncomplicate It, I sit down with Maxwell Billings, founder of 87, an independent brand studio that has spent the last seven years helping founders and leadership teams uncover what makes them different and build brands people can’t ignore. Maxwell describes part of that process as “brand therapy” creating the space for founders and their teams to step away from the day-to-day, uncover what’s actually causing friction, and get clear on who they are, who they serve, and how their brand should show up. Because sometimes the website isn’t the problem. The marketing channel isn’t the problem. There may be a crack in the foundation that needs to be addressed first. We talk about why trying to be everything to everyone can make a brand forgettable, why founders need to get comfortable asking “Who are we not for?”, and how even the things you consider weaknesses in your business can become part of your positioning. A small production run can become exclusivity. A small team can move boldly. The quirks you’re tempted to hide can become exactly what makes people remember you. We also get into AI and the growing sameness happening across brands. When everyone has access to the same tools, being able to generate more content isn’t necessarily an advantage. Your story, personality, perspective, and the things that make you a little different become even more important. We cover: - The difference between a brand and branding - Why clarity often matters more than another marketing tactic - Why trying to appeal to everyone can weaken your positioning - The question founders should ask: “Who are we not for?” - What Maxwell means by “brand therapy” - How small businesses can turn perceived limitations into advantages - Why founders are sometimes the last people to see what’s wrong - How customer feedback can reveal what your audience actually values - Why your entire team can contribute valuable brand insights - How founders can unknowingly become bottlenecks in their own businesses - Why trusting the people you hire is part of growth - How AI is contributing to brands looking and sounding the same - Why human-made ideas, personality, and authenticity still matter - How embracing what makes you weird or different can help build community - Why empathy is at the heart of building a meaningful brand Takeaways: - A marketing problem may actually be a clarity or positioning problem. - Your product might be for many people, but your messaging still needs a clear audience. - Being small doesn’t mean you have to build a small brand. - Listening to customers can reveal opportunities you’re too close to the business to see. - Strong brands give teams a clearer framework for making decisions. - Founders have to be willing to let other people contribute, challenge ideas, and take ownership. - AI can create more content, but it can’t replace the unique experiences and personality behind your business. - Differentiation often comes from leaning further into what makes you uniquely you. - Sometimes a small perspective shift can completely change how you see your business. At the heart of this conversation is a simple question: What value can you uniquely provide to the person you’re trying to serve? That’s where differentiation begins. If your brand feels disconnected, unclear, too safe, or a little too similar to everyone else in your industry, this episode is a reminder that the answer may not be adding more. It may be getting clearer about what was already there. 🎙️ Maxwell Billings on Uncomplicate It Connect with Maxwell: 💼 LinkedIn: www.linkedin.com/in/maxwellbillings/ 🌐madeby87.com Follow Us: 📸 Instagram: Uncomplicate It! ▶️ YouTube: Uncomplicated Marketing #UncomplicateIt #BrandStrategy #Branding #BrandIdentity #BrandDifferentiation #MarketingStrategy #Entrepreneurship #BusinessGrowth #FounderJourney #PersonalBranding #AIinMarketing