Introduction
Let's talk about something we all struggle with — building a brand that actually feels like us. In this laid-back but insightful conversation on The Strategic Thinkers Podcast, I sit down with Meg Joyce, a warm and empathetic brand designer and identity coach who's on a mission to make branding feel less intimidating and more human.
The Emotional Foundation of Branding
“Branding is so much more about feeling than we give it credit for.”
— Meg Joyce
She gets it — it's tempting to think of branding as just "a convenient little pack of logos, fonts, and colors" because that's easier to wrap our heads around. But if that's all you're getting, you're missing the real magic.
Meg uses Target and Walmart as perfect examples. Both stores essentially do the same thing, selling products to people. But would you ever confuse the experience of shopping at either one? Not a chance. The lighting feels different, the layout feels different — everything just feels different.
“The heartbeat and the core and the way that these big businesses approach branding is the understanding that we as business owners are endeavoring as human beings to connect with the emotions of other human beings.”
— Meg Joyce
Because let's face it — over 90% of purchases are based on emotion, not logic.
Finding Your Three-Word Foundation
One of the most powerful tools Meg shares is her "three-word exercise," which helps us discover what's been true about ourselves forever. These aren't just random qualities — they're the constants that have been with you since childhood, through every stage of your journey.
For Meg, those words are "kindness, creativity, and problem-solving." These qualities have been her constants through every phase of life, forming the foundation of who she is and how she shows up in her business.
“Your brand is the soul of what you do. It is not the outfit you wear on the outside. Styles come and go. Those change. Your soul does not change.”
— Meg Joyce
There's something magical about having just three words — it creates a triangle with space to play inside. Your authentic brand lives somewhere in that space between your three core truths.
From Brand Therapy to Brand Alignment
In a moment of refreshing honesty, Meg shares her own brand evolution story, explaining how she renamed her service from "Brand Therapy" to "Brand Alignment." While the emotional work remained the same, she found that the new terminology made it easier for people to understand what she offered and refer friends without the emotional charge that comes with the word "therapy."
“Even though therapy was a very appropriate word for what it is, it wasn't appropriate for how to market it.”
— Meg Joyce
The result was immediate: "I instantly got sales. People were ready. People were waiting, but they needed the change."
It's a perfect example of how sometimes, the shift we need isn't in what we do but in how we communicate it.
Your Brand as a Team Member
One of the most eye-opening parts of the conversation is Meg's perspective on how your brand should actually work for you, like a trusted team member.
“Your brand should be making those decisions with you and sometimes even for you.”
— Meg Joyce
"My brand tells people who I am before they get on a call with me. It saves my time. It protects my time."
She laughs that if someone doesn't like "sparkles and rainbows," they probably shouldn't work with her — and that's not a bad thing. Your brand should help you make decisions, attract the right people, and give you the confidence to be unapologetically yourself.
Starting with You, Not Your Target Audience
Contrary to what many experts preach, Meg firmly believes we should start with ourselves, not our target audience, when developing our brand.
“As a designer, I can make anything attractive enough that someone will want to buy it.”
— Meg Joyce
"Why am I going to encourage you to build a business that this target person will want to purchase from when you don't actually know that this is what you want?"
The whole reason your business exists is because of YOU — the human being at its center. When you build outward from your authentic self, you create something that not only attracts the right clients but brings you fulfillment and joy.
The Path Forward
Whether you're just starting out or you've been in business for years without establishing a strong brand foundation, the message is clear: start by looking inward. Identify your core values, embrace your authentic self, and build a brand that truly reflects who you are.
“The best version of you is what people are buying.”
— Sean Atkinson
When your brand feels like home to you, it becomes a beacon for the people who will value what only you can offer.
Want to go further? Check out Meg's podcast, What is a Brand, and her free brand checklist.