Why the Old Way of Brand Building Is Dead (And What to Do Instead)
I love talking about brand building.
Like, wake-up-at-3am-with-a-crazy-idea kind of love. Maybe it’s in my blood… I mean my grandparents ran retail businesses. Or maybe I’m just wired for this stuff. Whatever the reason, one thing’s clear: the game has changed. And if you’re still building brands the old way, you’re already behind.
Let me explain.
The Death of the Linear Brand Story
There was a time when building a brand was like following a recipe:
-
Create a clever ad campaign.
-
Blast it on Meta.
-
List your product on Amazon.
-
Watch sales pour in.
That era? Dead. Buried. Long gone.
And to be honest? Good riddance.
Why? Because it only worked when everyone huddled around the same digital campfires like Facebook ads and Amazon listings. It was brand building with training wheels. Predictable, safe... but limiting.
Today’s world is fragmented. And that’s exactly why it’s bursting with opportunity.
Welcome to the Constellation Era of Branding
We’ve entered what I call constellation brand building. Picture your brand as a sky full of stars. Every interaction, TikTok video, podcast shoutout, a friend raving about your product, is one point in the sky. On their own, they’re just moments. But over time, they form a recognizable pattern. A brand constellation.
Think about the last three brands you fell in love with. Did you discover them in a straight line? Doubt it. More likely: a mix of friend recommendations, viral content, and maybe a killer email or package design that caught your eye.
This isn’t a bug. That's the whole point.
The 3 Laws of Constellation Brand Building
1. Your Brand Is a City. Your Customers Are Tourists.
Every visitor experiences a city differently. Some climb the Eiffel Tower. Others find that tucked-away café with the best espresso.
Your brand works the same way.
Someone might hear your founder on a podcast. Another spots your product in a friend’s kitchen. A third finds you on TikTok.
Nobody’s following your carefully crafted funnel. And that’s OK.
Instead of forcing one perfect experience, design your brand to feel cohesive, no matter where someone enters.
2. Build Networks, Not Broadcasts
Old playbook: Craft the perfect message. Push it everywhere.
New playbook: Create a web of authentic touchpoints that build meaning over time.
That means:
-
Partnering with creators who actually use your product
-
Encouraging community-driven content
-
Writing packaging that tells your story in five seconds flat
-
Making content that works standalone and as part of a bigger picture
3. Adaptability Beats Consistency
Don’t obsess over one flawless campaign. Ask yourself: Can we express our brand in 50 different ways that all feel authentic?
You’re not a brand dictator anymore. You’re a constellation architect, setting the vision and letting others interpret it.
Remember that DTC brand stressing over a perfect Instagram grid... while scrappy TikToks were driving 3x the conversions? Yeah. That.
How to Make This Work
Here’s how to thrive in the constellation era.
1. Build a Brand System (Not a Brand Bible)
You don’t need rigid guidelines. You need Lego blocks people can play with:
-
Distinctive visuals beyond a logo
-
Memorable color combos
-
Modular messaging snippets
Make it flexible. Make it remixable. Make it unmistakably you.
✅ Pro tip: My agency helps brands build modular systems like this.
2. Cultivate Your Constellation of Voices
Stop trying to control every word. Empower creators, fans, employees, and partners to be brand translators.
Give them your brand toolkit. Then give them space to be real.
When we started giving creators loose briefs (instead of rigid scripts), conversions soared. Why? Because they knew how to talk to their audience. We just gave them the tools.
3. Design for Accidental Discovery
Every touchpoint could be someone’s first. Ask yourself:
-
Does our packaging explain why we exist in 3 seconds?
-
Can a random Instagram Story still tell our story?
-
Would our customer support feel like us, even out of context?
This isn’t fluff. It's a strategy.
Who’s Doing It Right?
Look to these constellation brand leaders:
-
Jolie: Doesn’t just sell showerheads, they’ve got YouTube creators talking about skin health, longevity, beauty routines, and more.
-
Athletic Greens: Health pros from every niche showcase the brand differently, but the look and feel are instantly recognizable.
-
Liquid Death: Total chaos. Zero control. And yet, the most unforgettable water brand on the planet.
Embrace the Chaos
Yes, it’s messier.
But that’s the opportunity.
While legacy brands panic about losing control, you can thrive by building authentic, multi-dimensional experiences.
Big brands are ocean liners. They are powerful but slow.
You? You’re a fleet of speedboats. Agile. Adaptive. Unstoppable.
The more complex the ecosystem, the higher the barrier to entry. And the more defensible your brand becomes.
So don’t fight the fragmentation.
Run toward it.
The brands winning today are the ones mastering constellation thinking. And they’ll be the household names of tomorrow.
Want Help Building a Brand That Wins in the Constellation Era?
Whether you're pre-launch, scaling fast, or stuck at a plateau… this is what I live for. Let’s make your brand the one people feel before they even buy.
👉 Reach out or book a call to see how we can co-create your constellation.
Or you can also sign up to my not-newsletter for more free insights about ecommerce and building your brand. (why not-news? Because I don’t just curate ecom news. I write insightful takes on everything ecom brand building).