Most people treat category ownership like a popularity contest—whoever screams loudest or racks up the most followers. But strip away the Instagram gloss and you'll find something far more powerful: it's a strategic takeover. The chasm between being one option among many and becoming the gravitational centre. Here's how the best brands engineer it—and why it's probably what you're actually craving for your next era.

I'd bet my life on the power of brand strategy (sorry, I'm bringing the drama early on) because I've watched it change everything.

First, just to be clear, because nuance matters, I’m not saying we shouldn’t be authentic. 

But authenticity should be the baseline. It’s the bare minimum for being a decent, trustworthy human running a business in public. And let's be honest, you can smell it a mile off when someone’s performing a personality they don’t live and breathe. 

We are witnessing the collapse of the feed.

Algorithms are straining under their own complexity. Attention is fractured across infinite streams. Organic reach is dissolving into noise. What worked even two years ago (posting consistently, optimising for engagement, chasing the algorithm) now yields diminishing returns.

I would be an absolute hypocrite, preaching about building authentic brands, while all the time I was outsourcing my voice - the thing that holds a monumental amount of weight in building our brands and creating connection - to a being, robot, thing (whatever it is)

Let’s talk about the holy trinity of brand strategy that everyone tells you to define ... which if you’re anything like 99% of my clients you promptly leave sitting there collecting digital dust (a branding black hole if you will), wondering WTF you’re meant to do with them next.

You can have all the right visuals, all the right words, and still feel completely disconnected.
You can be doing all the branding things—and still have no idea how to say what you actually want to say.

Because branding isn’t just about visibility.
It’s about vulnerability.
It’s not just about strategy.
It’s about soul.

A free masterclass for women who know their brand feels off—and are ready to rebuild from truth, not templates.

You need a mirror, a map, and a megaphone.

Because trying to fix your brand with new fonts, colours or another Canva template is like sprinkling edible glitter on raw cake mix and calling it a transformation.