No One Cares About Your Logo.
Let’s be real: nobody is zooming in on your logo the way you think they are.
You could spend seven months obsessing over shades of grey and fonts, and your consumer will still shrug and say, “Cute. Anyway, did you see the TikTok your competitor just dropped?”
It’s not that your logo doesn’t matter. It does. It’s just not the thing anymore. The thing people follow, care about, and maybe even buy from? We call that energy. The kind of social media presence that makes someone hit “send to group chat” without even thinking.
The game has changed. We’re moving away from “brand identity” and over to “brand energy.” So let’s talk about what that actually means and how you can show up in a way that feels like you belong.
Brand Identity vs. Brand EnergyHere’s the difference:
Identity is the outfit you wear on your first day at work. Polished, steamed, maybe a little stiff.
Energy is the inside joke you tell at lunch that makes everyone high-five you.
Your fonts, your colors, your brand book? They’re still important, but they’re the backdrop. The main act is your tone, your rhythm, and the way you show up online. That’s what people remember. That’s your energy.
What’s Going On Right NowSocial platforms never stop shifting. Ignore the updates, and you’ll get left behind. Here’s what’s happening as of September 2025:
TikTok is doubling down on shopping
The app isn’t just for discovery anymore, it’s for checkout. If your content is alive, funny, and authentic, that “add to cart” button feels like a natural next step.Instagram DMs are taking over
IG knows people don’t just want to perform publicly, they want to laugh privately. If your post passes the “send to a friend” test, you’re already ahead.TikTok hashtags are tightening
Gone are the days of tossing 20 random hashtags on a video. With a five-hashtag limit, every word has to earn its spot.Trending sounds still rule the feed
Funny, moody, weird... they shift daily. Brands that hop on early look agile. Brands that wait for three layers of approval? By the time they post, the sound is already over.
How to Build Brand Energy (Without Cringing)So, how do you actually show up with energy that sticks? A few golden rules:
Don’t confuse polish with power
Shaky iPhone footage with the right audio can hit a million views. A $10k campaign with no direction or heart? Crickets. People don’t care about perfect, they care about personality.Leave space for chaos
Yes, plan a calendar. But leave wiggle room. Trends pop up at 11 p.m. Can you jump in fast? That’s the difference between being in the feed now versus later.Talk like a human, not a press release
If your caption sounds like corporate legal copy, delete it. If you wouldn’t text it to a friend, it doesn’t belong on your post.Pick your “main character energy”
Sarcastic bestie? Sweet hype woman? Cool teacher who knows the tea? Pick your lane and stick with it. People don’t follow perfect brands, they follow consistent personalities.Measure the right things
Stop obsessing over follower counts. Look at shares, saves, and DMs. Did your post get passed around in group chats? That’s the new brand equity.
Back to Your LogoSo… what about your logo? It’s not that it’s dead. It’s just… background music. It sets the tone, but it’s not what makes people dance.
What people remember is how you made them feel. Did you make them laugh? Cry? Send your video to a friend with a crying-laughing emoji? That’s your energy. That’s what sticks.
The Sweet Spot: Where Chaos Meets ClarityHere’s the magic: when you marry a strong identity (logo, colors, aesthetic) with unstoppable energy (content that’s funny, alive, human), you stop chasing relevance and start owning it.
Because in 2025, brand energy isn’t just the cherry on top. It’s the whole sundae.