The Truth Creative Founders Need To Hear

I have a confession to make.

When I first started Ekte, I was convinced our brand needed to be super simple, luxury clean, and black and white. The idea was to keep things so neutral that no one could peg us to just one style… because, you know, who wants to scare away potential clients?

The creative industry has long preached minimalism as the ultimate strategy. It promises the illusion of professionalism. It’s easy to see why it caught on.

But take a look around:

• Every agency looks the same, so the default comparison is price
• Brands are drowning in buzzwords and jargon, lacking any real voice or story
• Creative companies are struggling to create real fans and build relationships online

To win, you have to stop playing it so damn safe.

When everyone tries to fit themselves into the same safe mold, the only thing left to compete on is price. And that’s a race no one wins.

I learned this the hard way. Early on, Ekte’s brand was so neutral it was almost invisible. We weren’t scaring anyone off, but we also weren’t giving people a reason to dig deeper or check out our work.

In the creative industry, your brand is your first impression. If it doesn’t show what you’re capable of, no one will take the time to explore your case studies or read your about page. Remember, they’re not on your website to convince themselves you’re the best option. That’s your job.

Stop trying to be everyone’s cup of tea.

It’s exhausting and impossible.

Trying to appeal to everyone just waters down your message until it’s meaningless. The brands that actually connect with their prospects before they meet with them know exactly who they’re for and show up fully for those people.

When you change your mindset and stop chasing everyone, things change fast.

Your conversations will become easier and more meaningful because you’re speaking directly to people who get you.

Imagine waking up knowing your brand is drawing in the right opportunities instead of making you waste your time and energy on the wrong ones.

That’s the power of being clear, focused, and unapologetically yourself.

Thankfully, the industry is finally waking up.

More and more brands are breaking free from the beige bubble.

And guess what? It’s working.

You don’t have to play it safe to be professional. You just have to be real.

If you’ve been holding back, consider this your green light to lean into what makes you different. When you step into your full, authentic self, your brand stops being just another option and becomes the only option for the right people.

So stop shrinking to fit in.

Start showing up exactly as you are.

Your brand deserves that. Your clients deserve that.

You deserve that.

If this hit home, I write things like this every week in Ekte's email newsletter. I share honest thoughts, lessons from behind the scenes, and the kind of strategy talk most people don’t post online.

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