What’s wrong with you handling the brand?

Absolutely nothing—so long as you recognize the sacred responsibility that comes with it. You are not the star of the show. You are not the hero of the story. The brand is. And more importantly, the consumer is. You are merely the bridge, the translator, the matchmaker between the two.

It’s easy—dangerously easy—to start projecting your own worldview onto the brand. You like jazz, so the campaign gets a saxophone. You don’t like spicy food, so the brand “naturally” moves away from bold flavors. You find humor inappropriate in financial services, so the brand becomes cold and sterile. You may not even realize you’re doing it. But in those little moments, you’re hijacking the brand and steering it toward your own biases, tastes, and comfort zones.

The job of a great brand custodian—be it a brand manager, product owner, or marketing lead—is to be loyal not to themselves, but to the soul of the brand. And even more so, to the people who love and live with it. Not just the ones who buy it once a year, but the ones who come back week after week, who talk about it, defend it, share it, bring it into their lives. You may call them consumers. But let’s not sanitize that word too much. These are people. They have expectations, emotions, contradictions, desires, and routines. The brand lives in their world. Not yours.

To do justice to that relationship, you need a kind of emotional detachment from your own preferences and a deep emotional attachment to the truth of the brand and its audience. It’s a weird balancing act. But when done right, it creates magic. Because the brand stops being a reflection of one person’s ego and becomes something bigger—something many can connect with and call their own.

So no, there’s nothing wrong with you handling the brand. Unless you’re using it to express yourself, instead of helping it express itself. Unless you’re chasing awards, instead of earning affection. Unless you’re curating for your peers, instead of building for your people.

Are you building a brand that pleases your own mirror?

Let us help. Call us now at +60378901079 or visit us at roar-point.com