No, That’s Not a Brand (Yet)

(It’s just paid traffic in a costume.)

Let’s rip the Band-Aid off:

💀 If turning off ads kills your business, you don’t have a brand. You have a budget problem wearing a logo.

And yes, that stings. But sometimes the truth needs a little heat to get through.

Most founders think they’re building a “brand” when really, they’re building a paid media funnel with a nice color palette.

But a real brand? It keeps the lights on without needing to throw dollars at traffic every hour of the day.

Here’s what a real brand can actually do:

• Create demand organically — People talk about you, search for you, come back for you.

• Drive repeat purchases — Not because of a 30% off coupon, but because they love the experience.

• Build community + trust — Over time, not overnight. Loyalty isn’t built in a day.

If that’s not happening, it’s time to rethink your foundation.

Here’s how Matthew Stafford lays it out—no fluff, just facts:

Step 1: Sell Stuff.

Sounds obvious, right? But some brands get caught up chasing “the vibe” before proving people actually want what they’re selling.

Revenue isn’t a threat to your brand—it’s the foundation of it.

Step 2: Be Consistent Everywhere.

Product. Messaging. Customer experience. If your checkout page feels like a Craigslist ad but your homepage looks like Apple.com, you’ve got a problem.

Step 3: Optimize the Whole Journey.

Not just ads. Not just emails.
We’re talking:

• Pre-click (ads, listings, offers)

• On-site (copy, layout, UX)

• Post-purchase (thank-you page, follow-up, retention plays)
  
  

 And here’s the biggest trap to avoid:
Killing a winning test because “it doesn’t feel on brand.”

Yeah, don’t do that.

If it works—it’s your brand now.

You’re not building a museum. You’re building a business.
One that survives algorithm updates, CPM spikes, and TikTok trends.

So go ahead and embrace the sales-first mentality.
Then layer in the story, the visuals, the loyalty-building magic.
But never confuse a vibe with viability.