Forget about getting in. Remember lunchtime in high school? Who looks interesting? The kid whose jacket was drawn on and sewn together by hand, not the kid whose sweater is the same brand as everyone else’s. That’s what your brand needs: something unique that stands out like plastic cups with logo printed, keeps people’s attention, and won’t let go.

People look, scroll, click, and then leave. Who are they? It’s like worms on espresso. Branding that has meaning turns a quick glance into a real relationship. Start with color. Not just any blue. Choose a color that makes people want to talk at the water cooler. It could be a bright coral or a dark slate. Do not pick based on what’s popular. The color scheme is up to your story. Take a look at Airbnb’s pink pillow logo. It made their message bright: warm, welcome, and hard to forget.

Also, words are important. Your voice should sound like the people your ideal customer talks to every day. Swift and short? Kind and smart? Maybe a little cheeky? I think of Wendy’s Twitter, which is full of funny and shocking jabs. It stays put. Make your business feel alive. Tell each other stories, mistakes, and small wins. Don’t make every line sound as bland as oatmeal. Your flaws make you more personable.

Looks are important. Logos should be easy enough for a kid to draw on the ground. Think of the swoosh from Nike. It’s not much, but isn’t that the point? Being simple is strong. It lets you remember things. Add too many frills and accents that get lost in the crowd.

Let’s talk about being consistent in a new way. Yes, using the same colors and styles all the time is fine. But throw in a twist. It’s National Geographic’s little yellow rectangle. It has news from all over the world on every cover. Trust is shown by being consistent. Surprise gets people’s attention.

Why are you here? Customers can smell phonies. Are you the hot newcomer or the cozy old sweater? Own it, no matter what it is. Call it out from the digital roofs. Make habits out of things like weekly behind-the-scenes looks, monthly live Q&As, and weird emails with puns and personality.

Don’t forget that it takes time to build a name that people like. It’s not as fast as a run. Try oddities. There may be knock-knock jokes on your papers. Opening the box for your goods might feel like opening a treasure chest. Over time, your viewers will start to take part as you add more and more. They’re looking for a certain zing, wink, or nod that you can only give.

You don’t need to be the biggest person in the room, but you should be easy to spot. Come up with big ideas. Get rid of the fat. Add some shine. People should still care after they close the tab. When there are a lot of people who are the same, the ones who stand out are the ones who make waves—sometimes messy, always real, never wallpaper.