When you're building a brand, you have to make a commitment—a big one. And if that commitment doesn't make you at least a little uncomfortable, it's probably not strong enough to matter. 

I’ve been in plenty of rooms where a new brand idea is met with calm nods and polite agreement. That might feel like alignment, but more often, it’s a red flag. Because if no one is squirming just a little—if no one’s voice rises with excitement or uncertainty—then you haven’t pushed far enough. 

Breakthroughs Are Born from Discomfort 

Truly powerful brands are built on decisions that seem, at first, too much. Too bold. Too weird. Too risky. But that edge? That’s where attention lives. 

If you're aiming to stand out, to start conversations, and to build real engagement, you have to stretch. Here’s how that often plays out in brand-building: 

1. The idea that feels a little ridiculous? That’s the one worth exploring. 

2. The color palette that seems too bright, too dark, or too offbeat? Might be the only one people will remember. 

3. The tagline that feels too bold to say out loud? Could be the one people repeat back to you. 

Clarity Comes After Commitment 

When you plant a flag way out there—when you envision a future for your brand that feels ambitious, maybe even impossible—you give yourself something powerful to grow into. What once felt edgy and uncomfortably bold becomes, over time, the new normal. Not because the world changed, but because you rose to meet it. In fact, some of the most iconic brands today started with signals that seemed outrageous at the time. What made the difference? They stuck with it. They made the uncomfortable commitment—and owned it fully. 

Design Choices Are Brand Commitments 

This applies just as much to the visual and spatial language of a brand: 

1. Does your color stand out? Or does it disappear into the crowd? 

2. Are you using space intentionally? Sometimes minimalism is the loudest voice. Sometimes maximalism is. 

3. Is there asymmetry or tension in your layout, type, or visuals? That little bit of imbalance can spark curiosity and catch the eye. 

These are not just aesthetic choices—they're signals. Signals that show you’ve made a decision, and you're not afraid to own it. 

Time to Choose Boldly 

If your brand decisions feel completely safe, they’re likely forgettable. But when you commit to a vision that stretches you—when you lean into that discomfort—you create something that people want to talk about, rally around, and follow. 

So make the big move. Say the bold thing. Choose the color that makes you pause.