How to make your brand name your superpower
Meet Anna an amazing photographer who almost changed her “weird” name until she discovered it was her superpower
When Anna came to me, I could see and hear how unsure, embarrassed even, she was about her business name.
Every time someone asked what she did for a living, she’d mumble something about being a photographer who works with families… and their dogs.
She’d avoid saying her business name altogether.
Because “The Lifestyle PhoDOGrapher” felt… well, unprofessional, silly, even to her.
She was feeling that the wordplay on “dog” while relevant and different, undermined her decades of skill and experience as a photographer. She worried people wouldn’t take her work seriously. That they’d think she was just someone who took snapshots of pets rather than a skilled artist capturing precious family moments.
Anna was so disconnected from her own brand name that she was considering changing it entirely. But here’s what Anna didn’t realise…
Her “unique” name was actually a brand superpower.
I explained to Anna that if she started owning her name and saying, “Hi, I’m Anna. I’m The Lifestyle PhoDOGrapher. I capture moments between families and their humans,” something magical will happen.
People would pause to clarify. “A what….. A phoDOGrapher?”
And then Anna would smile, confirm, they would have a laugh (this forms connection bonds) while she then explained how she specialises in bringing families and their beloved dogs/animals together for beautiful photographs that celebrate their complete family unit.
Every single person will remember that – because she has had the opportunity to add a memorable story.
This means, they won’t just remember that she was a photographer or that she worked with pets. They would remember HER as Anna. The PhoDOGrapher.
Here’s the truth about branding that most people miss: The biggest challenge in business isn’t getting people to like you. It’s getting them to REMEMBER you.
In a world full of family photographers, Anna had unknowingly created the most memorable positioning possible. When someone needed photos with their dog, they didn’t have to scroll through dozens of generic “family photographer” websites.
They will think: “Oh! That PhoDOGrapher. Anna.”
Instant recall. Instant connection.
Your brand name’s job isn’t to be safe or conventional. Its job is to create space in someone’s mind so they can recall and find you when the time comes, they need what you sell.
Anna’s transformation wasn’t just about accepting her business name. It was about recognising that what felt like her biggest weakness was actually her greatest strength.
The moment she started saying “I’m The Lifestyle PhoDOGrapher” with authority and pride, everything changed. She showed up differently. She owned her space. This will also show up as more dollars in the bank because she isn’t held back from marketing and sharing her message anymore. She will also easily attract the exact type of clients who value what makes her unique.
So here’s my question for you: What about your brand are you trying to hide or downplay because it feels “too different”?
That thing you’re embarrassed about, that quirky element….It might just be your superpower in disguise.
After all, in a world of endless choices, being memorable isn’t just an advantage. It’s everything!
P.S. Anna’s whole mindset has shifted since she started owning The PhoDOGrapher name. Turns out, when you stop apologising for what makes you different, people stop questioning it too!
I hope you enjoyed that brand story – and if you have something you feel stuck on, then let’s chat – you can book a free 20-minute call below.
If not – I can’t wait to share more with you next week.
Speak soon
Cassandra xox
