Don’t Put Your Brand in a Box

Don’t Limit Your Brand - Think Bigger

When it comes to branding, one of the biggest mistakes businesses make is putting themselves in a box by defining their brand around a single product or service. The problem with that? It limits your ability to grow and evolve. But here’s the thing—your brand isn’t just about what you sell; it’s about WHY you exist.

Your brand's core values and foundation should be what you focus on building connections around. Why? Because when people are drawn to your purpose and the value you bring, they'll gladly support you as you evolve, whether you’re offering new products or venturing into entirely different services.

Why Campbell’s is Dropping ‘Soup’—A Lesson in Evolution

A perfect example of this is Campbell's Soup. They’re dropping "Soup" from their corporate entity name and shifting to just "The Campbell's Company" to create more space for the brand to grow beyond canned soup. This rebranding move highlights their intention to stay true to their values while opening the door to new opportunities.

That’s great. But if they hadn’t boxed themselves in with “Soup” to begin with, they wouldn’t have to spend money on the transition they’re making now.

Evolve With Confidence: Build Your Brand on Purpose

So, if you're branding yourself solely based on a product or service, you might be cutting off the chance to scale or pivot in the future. Build your brand on a purposeful foundation—one rooted in who you are, what you stand for, and the impact you want to have. That’s the key to long-term connection and success.

Key Takeaway

Your brand is more than your product—it's your values, your mission, and your unique story. Make sure your audience connects with who you are so that when you grow, they follow.

Cheers friend!

— Katie Mont