Let’s be honest: No one wakes up thinking about your new logo, your origin story, or your values page. They’re definitely not refreshing your site hoping for a tone of voice update.
They’re thinking about themselves. Their to-do list. Their inbox. Their next meeting. Their kids’ dinner. They’re not waiting for you — they’re trying to get through the day. We all live at scroll speed: tapping, swiping, switching between apps, craving dopamine hits. Always on, rarely present. In that state, attention isn't a given. It's earned.
And that's where most branding goes spectacularly wrong. It assumes attention is automatic — that if you launch it, they’ll come. That a clever look or catchy line will do the heavy lifting.
It won’t.
Your audience is overloaded, distracted, surrounded by constant noise and novelty. This isn’t a criticism — it's just context. And as brand builders, it means our entire approach has to change.
You can't build a brand by trying to be noticed. You have to make people feel something. You can't mean everything to everyone. But you must mean something to someone.
You need a brand truth that stands out, not a message or content stack that blends in with the crowd. That shift — from assumption to awareness, from broadcasting to earning — is where real brands begin.
LoveGunn's Creative Director and Co-Founder Tom Lovw has just launched the first essay in a new series:
Right From The Heart. Straight To The Point.
Essay 01: Why No One Cares About Your Brand — And That’s the Best Place to Start
Read it here:
https://lovegunn.substack.com/p/why-no-one-cares-about-your-brand?r=2mougm
It’s for people building brands that mean something.Not just ones that look good in a pitch deck.
Let’s be honest: No one wakes up thinking about your new logo, your origin story, or your values page. They’re definitely not refreshing your site hoping for a tone of voice update.
They’re thinking about themselves. Their to-do list. Their inbox. Their next meeting. Their kids’ dinner. They’re not waiting for you — they’re trying to get through the day. We all live at scroll speed: tapping, swiping, switching between apps, craving dopamine hits. Always on, rarely present. In that state, attention isn't a given. It's earned.
And that's where most branding goes spectacularly wrong. It assumes attention is automatic — that if you launch it, they’ll come. That a clever look or catchy line will do the heavy lifting.
It won’t.
Your audience is overloaded, distracted, surrounded by constant noise and novelty. This isn’t a criticism — it's just context. And as brand builders, it means our entire approach has to change.
You can't build a brand by trying to be noticed. You have to make people feel something. You can't mean everything to everyone. But you must mean something to someone.
You need a brand truth that stands out, not a message or content stack that blends in with the crowd. That shift — from assumption to awareness, from broadcasting to earning — is where real brands begin.
LoveGunn's Creative Director and Co-Founder Tom Lovw has just launched the first essay in a new series:
Right From The Heart. Straight To The Point.
Essay 01: Why No One Cares About Your Brand — And That’s the Best Place to Start
Read it here:
https://lovegunn.substack.com/p/why-no-one-cares-about-your-brand?r=2mougm
It’s for people building brands that mean something.Not just ones that look good in a pitch deck.
