A brand with no tension is forgettable.

Founders kill their own brands when they try to be liked. The instinct is to sand off sharp edges so no one raises an eyebrow. But brands built for comfort vanish the fastest.

Dr. Squatch mocked the men’s grooming aisle and sold soap by doing the opposite of everyone else. Spanx broke into retail by ignoring fashion’s playbook. Yvon Chouinard handed Patagonia to a trust, cutting profit out of the equation. None of these choices were safe. Each made people uncomfortable. Each made them care.

Discomfort creates energy. It forces people to feel something. Brands without that edge fade into wallpaper because they never provoke a reaction.

Safe ground feels smart in the moment, but it’s a slow death. Tension is the lifeblood of identity. The moment someone disagrees, pushes back, or questions you, your brand starts to live.

Reflections to work through:

What part of your brand would you defend even if it cost you customers?

Where are you trying to be liked instead of being clear?

What stance have you avoided taking because it feels risky?

So, where’s the tension in your brand?

Let’s talk.

Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I work with founders to turn brand clarity into sustainable growth.