Why brands are like music.

Feb 2

…the most compelling brands emerge from habits so ingrained they feel natural…

Let’s talk about habits.

I've been thinking about habits lately, in that peculiarly obsessive way one tends to think about things in January, when the whole world seems collectively gripped by the curious notion that writing down our intentions will somehow transform us into entirely new beings.

As if merely purchasing a Moleskine notebook and a set of particularly ambitious Post-it notes might fundamentally alter our DNA.

It's rather like watching a pianist practice, really. They don't sit down and declare "Today I shall become a concert pianist!" while investing in a magnificent grand piano and a particularly dashing performance outfit. (Though I suppose some might.) Instead, they practice scales and simple pieces over and over until their fingers find the keys without conscious thought.

What begins as deliberate effort—counting beats, placing fingers just so, occasionally producing sounds that make nearby cats question their life choices—eventually becomes as natural as breathing.

The music flows not from resolutions but from thousands of small, intentional actions transformed into instinct through repetition.

Which brings me, in a roundabout way, to branding. (You knew I'd get there eventually, didn't you?)

You see, we tend to treat brand-building rather like New Year's resolutions—grand declarations of what we'll do differently, ambitious plans to revolutionize everything at once. "This year," we declare with the same conviction as someone who's just purchased a piano without knowing middle C, "I'm going to build an unignorable brand!"

And then we proceed to do what most resolution-makers do: wait for inspiration to strike while our good intentions gather dust along with that expensive exercise equipment we bought last January.

But brands, like music, aren't built through declarations. They're built through practice—small, daily actions that accumulate over time into something remarkable.

Like a pianist who plays scales until they become muscle memory, the most compelling brands emerge from habits so ingrained they feel natural: showing up consistently, sharing authentically, and solving problems in your unique way.

This year, instead of resolving to "build a better brand," why not start with one small habit?

Perhaps it's taking ten minutes each morning to write down what you actually think about your industry. Or maybe it's the habit of asking clients one unexpected question that helps you understand them better.

After all, your brand isn't built in a day. It's built day by day, through habits so simple they might seem insignificant but accumulate into something rather extraordinary over time.

Rather like how a pianist doesn't wake up one morning suddenly able to play Chopin (though wouldn't that be lovely?), but instead finds that yesterday's impossible piece has somehow become today's warm-up.

And if you're wondering where to start? Well, that's why I created the Heart Lab—to help you find your fundamental notes so your daily practice can create something worth listening to.

Some Practical Notes (Because We Can't All Be Pianists):

Three Habits Worth Building:

A Daily Share: Spend 10 minutes writing down one genuine thought about your work. No fancy filters, no marketing speak—just you being you.
Client Curiosity: Ask one question in every client interaction that you're actually curious about. Not the usual "What's your budget?" but something that helps you understand their world better.
The Consistent Solve: Pick one problem you're brilliantly equipped to solve, and look for opportunities to solve it every single day. Even tiny versions of it count.

Getting Started: