What I Learned About Brand Strategy from Wellness and Whisky
Why true brand clarity transcends industry - and what every founder can take from it.
You’d be forgiven for thinking that a centuries-old whisky brand and a fresh-faced wellness startup have nothing in common. One trades in tradition and oak-aged heritage; the other in modern mindfulness and green juice.
But when it comes to brand strategy, they were speaking the same language — or rather, struggling with the same silence.
Both were asking: “How do we stand out without shouting?”
Both were drowning in category clichés.
And both had forgotten what made them unmistakably themselves.
For the whisky giant, it was a fear of losing relevance. Competitors were rebranding with sleek minimalism and influencer partnerships. They thought they needed to follow suit — until we uncovered that their real power wasn’t in keeping up, but in slowing down. Their story wasn’t about modernity; it was about mastery, patience, and craftsmanship in a world addicted to speed.
For the wellness startup, the trap was the opposite. They were so focused on sounding professional that they stripped away the very warmth and humanity their audience craved. Every brand in their space promised transformation, serenity, balance — but none spoke like a real human being. Their breakthrough? Realising their difference wasn’t a new promise — it was permission. Permission for people to pause, to breathe, to be imperfect.
Two industries. Two very different voices.
But the same strategic truth:
When you know who you are — and who you’re not — your messaging becomes magnetic.
Brand strategy isn’t about chasing trends or ticking boxes. It’s about uncovering the core signal that attracts the right people, whether you’re pouring whisky or blending smoothies.
And once you find that signal, you don’t need to shout.
You simply need to shine.
