Building an Imperfect Brand: Lessons from Kelly Whitman

Branding is often seen as a polished process where every step is calculated and flawless. But as Kelly Whitman shared on The Imperfect Brand podcast, the journey is far from perfect—and that’s what makes it real and impactful. Together, we unpacked actionable insights on how businesses and nonprofits can build authentic brands, starting with positioning, navigating mistakes, and finding clarity in the chaos.

1. Positioning: Your Brand’s Compass

Kelly defined positioning as “the art and strategy of creating an intentional perception that occupies a specific place in your audience’s mind.”

This is where businesses, both for-profit and nonprofit, often falter. They try to speak to everyone, diluting their message in the process. Whether you’re attracting donors, clients, or customers, the key lies in knowing:

* Who are you for?

* How are you different?

* What do you want them to think when they encounter your brand?

By narrowing your focus, you create a distinct identity that resonates deeply with your audience. As Kelly pointed out, positioning counters the scarcity mindset. There’s room for everyone—if you carve out your unique space.

2. The Power of Consistency

Inconsistent messaging is one of the biggest pitfalls organizations face. From nonprofits toggling between corporate and individual donors to businesses shifting tone to chase trends, the result is confusion—and lost trust.

Kelly emphasized that consistency builds trust. It creates a sense of reliability and relevance, which are essential for building connections. Your visuals, messaging, and actions should always align with your core identity.

Think of it like creating a common thread that runs through every interaction. This thread strengthens your brand over time, ensuring your audience knows exactly who you are and what you stand for.

3. Clarity Over Complexity

One of the standout moments in our conversation was Kelly’s insight into why nonprofits struggle with branding: they often fail to articulate a clear vision.

“You’re asking people to get on board your ship, but you’re not telling them where the ship is going,” she said. Whether you’re asking for financial support, time, or loyalty, your audience needs to know your purpose and direction.

This applies equally to small businesses. Your mission, vision, and values aren’t just internal statements—they’re the foundation for every touchpoint with your audience. Without clarity, your efforts risk becoming “vanity metrics,” as I like to call them: surface-level actions with no depth or lasting impact.

4. Depth Before Design

It’s tempting to dive into logos and visuals when thinking about branding, but as Kelly and I agreed, that’s putting the cart before the horse.

Your visuals are an expression of your brand’s identity—not the other way around. Before you choose colours or fonts, invest time in understanding your core strategy:

* What is your purpose?

* What makes you unique?

* Who are you here to serve?

This depth ensures your visuals aren’t just beautiful—they’re meaningful and aligned with your goals.

5. Embrace the Imperfections

The beauty of branding lies in its imperfections. As Kelly so eloquently put it, “You don’t have to be everything for everyone. You don’t have to be everywhere for everyone.”

Positioning yourself authentically in spaces where your audience thrives—and aligning with their needs—allows you to flourish. Instead of chasing perfection, focus on progress. Nurture connections, stay true to your values, and give your brand room to evolve.

Final Thoughts

Brand strategy isn’t about ticking off a checklist; it’s about creating depth, clarity, and connection. As Kelly and I explored, it starts with positioning, grows through consistency, and thrives on authenticity.

So, if you’re feeling overwhelmed or unsure where to begin, remember this: the imperfect brand is the real brand. Start with your strategy, own your space, and build a foundation that lasts.

As always, keep building your imperfect brand.

Your Brand Butterfly,

Val Brown

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