What makes for a good superhero movie? A dastardly villain, yes, but there's something more there.
The most impactful villains are those who break the foundation of what we deem to be right in the world. Those who go beyond annoyances and challenge the makeup of our existence. Thanos, the villain in Marvel's Avengers, is a ferocious opponent and he can dish out a punch, but he becomes menacing only when he says that life is not valuable and that it doesn't deserve a chance.
By attaching the villain to a bigger, philosophical problem, he becomes someone we as viewers are invested in defeating.
If you want to rally people around your brand, find a common enemy. Not just the schoolyard bully either, find a big one and go after them.
A buddy of mine and I have started looking for apartments to rent. Scammers have been rampant, so we're extra cautious.
One realtor had sent my friend an application, his license number, and lease agreements. My buddy sent them to me asking, "is this legit?"
I could see where he was suspicious. The design of the application was shotty and it made his ears perk up. It was a lot of small things like misaligned typography, no consistency in colors, no logo for the company, no footer. Not only from a design perspective, but things like not have a dedicated domain for this company and instead using a Gmail address made this entire experience feel scammy.
Despite the fact that he did indeed have a license number, his brand and legitimacy were being put to death by a thousand tiny cuts. Small wounds that bled his company of its worth and value.
Point being, the small interactions are where you get a chance to prove yourself as something legit and unique. Never underestimate them.
A brand is not a logo, it's not a product, it's not your reputation, it's not your name, so what is it?
A brand is the gut-feeling someone has toward your business. You make them feel a certain way through your company's behavior, it's appearance, and the experiences you provide.
All of this to say that making someone feel a certain way requires you, the business owner, to stop thinking about yourself and think about how you will impact someone else.
It doesn't matter what you like, what matters is what the person you are making this company for likes.
It doesn't matter if you don't like the name of your company, what matters is how it impacts your user.
It doesn't matter that you don't like your logo, what matters is how easy it is for your ideal customer to recognize it.
You get the picture.
The beauty of this, is that the pressure is taken off of you and your subjective standards, and instead focused on how much you can affect someone else.
It's not about you.