In today’s crowded market, even the best products need bold, unforgettable branding to stay in the game. To succeed, you not only have to innovate, but you also have to be brave.
Playing small, whether through brand strategy, positioning, messaging, or visibility, has become the default for many indie founders.
But in 2025 and beyond, safe is no longer strategic.
It’s a risk you can’t afford.
As someone who has spent years building award-winning brands, mentoring founders, and innovating in the beauty space, I’ve come to see this clearly:
Brands that try to blend in get buried. Brands that dare to innovate and do things differently get remembered.
⚠️ The Hidden Epidemic: Underexposed Genius
So many talented founders are:
- Underestimating the power of clear, differentiating, and consistent brand positioning
- Second-guessing their worth, afraid their products aren’t strong enough or priced right
- Holding back their story, waiting for the “perfect” moment that never comes
It’s not a confidence issue, it’s a positioning and clarity issue.
IKONIK Insight: “Safe” branding is an outdated model
In this new era of entrepreneurship, we’re called to do more than just sell.
We must stand for something, influence culture, and own our voice.
You’re not just selling a product, you’re shaping perception.
You’re not just launching a business, you’re building a community, creating impact.
So what does next-level brand leadership look like?
Here are 4 truths I share with my clients:
Positioning > Popularity
Forget going viral. Focus on being unmistakable.
A clear, magnetic positioning makes your brand referable, even when you’re not in the room.
➡️ Ask yourself: “What space do I want to own in people’s minds, and hearts?”
Pricing is a power move.
Pricing isn’t just financial, it’s psychological. It reflects the value you bring and shapes how clients perceive you.
➡️ When you set your price with confidence, you attract clients who truly appreciate your expertise and quality.
Visibility is your responsibility.
You can’t impact people if you’re not showing up consistently.
This doesn’t mean chasing trends, it means showing up with your original voice consistently.
➡️ You don’t need to be everywhere. You need to be iconic somewhere. Your story is your strategy.
One of the most powerful yet often overlooked branding assets is the founder’s personal journey, values, and creative vision.
➡️ People don’t just buy your product, they connect with who you are and what you stand for.
Influencing Culture: The Next-Level Brand Move
Influencing culture means going beyond selling to shape the values, conversations, and behaviors in your community and industry. It’s about creating a movement or mindset that connects deeply with your audience’s identity and aspirations.
Influencing culture is about more than sales, it’s about shaping what your community values and talks about.
When you influence culture, you become a leader, not just in sales, but in impact and relevance. Here’s how to start:
- Lead with your values: Clearly communicate what you stand for in every message and product. People crave authenticity and alignment.
Your brand’s strongest asset is its values, be clear, be authentic, be authentically you.
- Create content that sparks conversation: Share ideas, challenges, and innovations that inspire your audience to think differently and engage with your brand on a deeper level.
When you create a movement that people connect with, you build trust that lasts far beyond a single sale.
- Collaborate with like-minded creators: Join forces with other bold voices to amplify your message and broaden your cultural impact.
- Be consistent and courageous: Culture shifts don’t happen overnight. Stay true to your voice and show up regularly, even when it feels outside your comfort zone.
The Future of Indie Brands Belongs to the Bold, the Visionary, the Brave
The founders I work with want meaning, impact, growth, and memorability.
If that’s you, welcome home.
Let this article be the beginning of a new standard. A call to level up.
Because the most expensive thing in business today? Is playing small in a world that rewards boldness.
✨ Written by Oyéta Kokoroko
Founder of OKOKO Cosmétiques and IKONIK, Oyéta helps visionary founders create unforgettable brands through high-impact mentoring, innovative product strategy, and brand leadership.
➡️ Ready to elevate your brand? Let’s connect on LinkedIn, or join the conversation inside her private facebook group of indie brand founders.
