Brand building and self discovery aren’t separate journeys. They’re the same road, just different mirrors.
When we launched Chief of Chaos, we didn’t start with a perfectly polished brand. We started with a pulse. A few clear values. A desire to do things differently.
I used to think brand building was about vision — something clean and defined you could name from day one. But it turns out, when you’re building something real and human, your brand grows as you grow. The process of creating a company becomes a process of seeing yourself more clearly, and being willing to share that seeing with others.
The Myth of the Fully Formed Founder
There’s pressure, especially in early-stage ventures, to show up as someone who knows. Knows the market. Knows the voice. Knows exactly who they are and what they’re building.
But here’s what I’ve learned: you can’t shortcut the journey of becoming.
You’ll say things that don’t feel true six months later. You’ll design a visual system that no longer fits. You’ll outgrow the tone of your first pitch deck. That’s not a sign you’re failing. It’s a sign you’re alive and growing.
Brand as a Compass, Not a Costume
At Chief of Chaos, our brand isn’t a fixed identity. It’s a mirror we keep checking in.
We ask questions like:
- Does this feel honest today?
- Are we expressing the parts of ourselves we actually lead from?
- Does this brand make room for who we’re becoming?
We’re not trying to signal success. We’re trying to signal truth.
Integration Over Imitation
Much of my personal journey as a founder has been about integrating parts of myself I used to keep separate. The thoughtful side. The wellness side. The reflective voice that’s now speaking through this series.
At first, I worried that bringing that into our brand would dilute the sharpness of our positioning. But the opposite happened. The more real I became, the more resonant our brand felt. To our team. To our partners. To me.
The Brand is Becoming, Just Like You
You don’t need to have all the answers to build something meaningful. You just need to be honest about where you’re starting, and open about where you’re headed.
Stillness in the Feed is part of our brand now. Not because it was on a roadmap. But because it’s real. And sometimes realness is the best brand strategy there is.
Mirror Moment
Where in your brand — or your life — are you performing clarity instead of living it?
What would happen if your next brand move was more you, not more polish?
Thanks for reading.
More signal, less noise.
— Brandon
