Think about the last person who really stuck with you.
Chances are, they weren’t the smoothest, the calmest, or the most perfectly put‑together.
Maybe they laughed too loudly, or spoke too quickly? Maybe, they had a strange obsession with something niche and unexpected? But somehow, that’s exactly why you remember them.
Brands are the same.
When we try to make them universally appealing, we file them down until they’re perfect. Flawless. Impeccable.
But we can do better.
By being strategically worse.
WHAT DO YOU MEAN “OUR BRAND NEEDS TO BE WORSE”?!
Of course, your products and services need to be top-notch.
We’re talking about brand personality. How your brand shows up, what it’s like, what it believes in. What makes people care about it.
Getting people to care about your brand is getting increasingly difficult. The choice is plenty, the attention span is short, and there’s too much going on for people to spare the time or brain space.
It’s a challenging time for brands.
It’s a challenging time for people.
Let’s take inspiration from those who are great at grabbing and retaining our attention in a meaningful way – writers. Books, films, TV, theatre. Writers know how to craft a character that will not leave us indifferent, and character writing 101 is having a development arc. Deliberately using flaws to bring them to life and connect with audiences.
HERE’S A QUESTION FOR YOU
What’s your favourite fictional character, like, ever?
Mine has got to be Homer Simpson.
Let’s look at Homer. He is a dad, family man. Wholesome, funny, kind. BUT what makes him my favourite is that he’s also chaotic, selfish, and lazy. That’s what makes him interesting. That’s what makes each episode entertaining. ‘Oh, what’s Homer going to do now?’
Now, you might not like Homer. Maybe James Bond is your favourite (spoiler alert – also not perfect. Competent, definitely charming. But also ruthless and detached).
Maybe Jack Sparrow? Charismatic, witty, selfish.
Katniss Everdeen? Loyal, protective, cynical.
Glinda? Charming, generous, insecure.
At this point you’re probably thinking, “What the hell do Homer and Glinda have to do with all of this?” Bear with me for a sec.
BRANDS AS CHARACTERS
Quirks do two important things for any character. They make them:
- more interesting
- more relatable.
They drive people to follow, interact, come back again and again. Tell me that’s not the objective of at least half of the briefs you’ve written or read?
Think about it. Brands are characters too. They have a name, a distinct look and feel, belief system, and stories. They are loved. They are hated. They are remembered. Sometimes they are forgotten and left behind.
Do we respect our brands enough to think their story arc through? Or do we reach for perfection, which is so often unrealistic and detached from everyday reality?
TAKE A STANCE
Flawless brands are too plain for people to care. There, I said it.
By seeing your brand as purely positive and one-dimensional, you’re robbing it of attention and relevance. No one is perfect. Consumers certainly aren’t. And neither is your brand.
And you know what? Your brand probably already has its quirk.
Maybe you really hate how competitors are hiding nasty ingredients in their products and that drives you mad. You want people to know the truth. Preachy.
Maybe you’ve been around and you know how to do things properly, and everyone else in the market clearly doesn’t. Arrogant.
Or perhaps you care too much. You over-explain, get excited and jump at the slightest chance to talk about something. Overly invested.
Find your quirk. Unleash it. See things unfold. It’s liberating, really.
EMBRACING THE EDGE
Your brand’s quirk is your strategic advantage. Embracing your edge puts you ahead of the game. It opens new opportunities and gives your brand a story worth following.
But where can your edge show up?
Maybe it’s in your voice. You sound sharp, a little impatient, like you’ve got zero time for nonsense. People feel it in every word.
Or maybe it’s in your look. Your visuals clash on purpose. A little tension that makes people notice.
Could be in your conversations. You don’t just talk about yourself, you pick fights for the things you care about. You call out competitors’ bad habits and stir the pot.
Sometimes it’s in your product. You make deliberate choices that others wouldn’t. You even add a limitation or two, because constraints make things interesting.
HOW THE EDGE CAN HELP
Connect with consumers: Comfortable means safe, safe means boring. The worst outcome isn’t when people hate you, it’s when they don’t care. Driving indifference in a meaningful way helps your people find you.
KFC’s edge is being stubbornly simple, knowing exactly what it is and refusing to bend. When people asked for turkey, KFC didn’t pretend to listen. It doubled down on chicken, showing that a brand with a spine is far more interesting than a brand that tries to please everyone.
Support your strengths: As with all great characters, quirks and strengths often go hand in hand. The right flaw can make stronger sides more believable and authentic. That’s what makes it interesting and gives you a story arc to develop.
Dog shampoo brand MUD isn’t trying to charm you with fruity scents or soft, human‑friendly language. It’s whole attitude is unapologetically muddy, direct, a bit feral, making its point loud and clear: this brand exists for dogs, not humans.
Expand your brand: Use your edge to build narratives, tensions, and storytelling beyond ads. Contribute to cultural conversations, but only in a meaningful way.
Patagonia openly resists traditional capitalism. “Anti‑growth” is its growth engine and, by refusing business‑as‑usual, Patagonia sparks cultural conversations about repair, activism, and responsibility, letting its brand values travel further than any product ever could.
Inspire your internal team: It’s easier to rally behind something real. Perfection is never a reality and, honestly, it’s much more fun to drive a brand forward when the story feels authentic.
BE DELIBERATE
Good news – this isn’t about breaking everything you’ve done and starting anew. It’s not about over-indexing on your flaw and rejecting positive traits. It’s all about balance. Quirks and features should coexist and complement each other, creating a narrative that is interesting, fun to engage with and, hopefully, relevant for the people you want to care.
Think of it as brand therapy. Once you embrace the truth, it stops feeling like a flaw and starts feeling like an edge – your edge, the one that gives your brand the standout and attention it deserves.