Make a name for your nuance
Photo by Justin Dream on Unsplash
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I saw the Mean Girls musical remake this weekend, and it got me thinking about high school cliques.
I don’t know about you, but I had a foot in several worlds back then. My days were dominated by volleyball and soccer games, but also theatre and writing class. I was neither jock or art kid…I was some kind of mix.
Likewise, some brands lean into a clear clique. They can take a polarizing stance and own it as a core message.
For example:
“Intuitive eating all the way” or “Track and measure every calorie”
“Flawless, magazine vibes” or “Pose-free, 100% candid photos”
“A loud, quirky, and hilarious brand voice” or “A quiet, serious, and straightforward brand voice”
That's cool, but not everyone falls into a defined “side” like this. People—and brands—aren't two dimensional.
Instead, we might have to find where we are in the middle of the extremes. Then, own that stance like it’s still a defining brand trait—because it is.
Does that mean we live in some wishy-washy no man's land? No, not necessarily.
It means…we know our nuance. We’re clear on our true voice, not forcing ourselves into one (like Cady does when she goes undercover as a Plastic).
Once you're clear on your nuance, you can make a name for it.
Simplify it into a memorable message and weave it in everywhere. Support it with your tone and language choices. Start conversations about why your nuance matters.
Here’s another example, using my own business:
I believe great web copy should sound good and work. It should balance your brand’s personality with web copy principles. That means making it easy for your audience to get what they need, all while supporting your biz goals and letting your voice come through.
I believe we have to know where to cut and trim and where to crank up the volume.
It’s not creativity or clarity…It’s gotta be both, at the right time and in the right place.
In other words, it’s your customer’s voice + your voice + user experience.
👉 One more super important thing: The point here is NOT to make everyone happy. We still want to repel the wrong-fit people. By doing so, we speak to those who vibe with your nuance.
So maybe you’re a Regina, maybe you’re a Janis.
But it’s all good if you don’t fall into a classic clique. Perhaps you’re more of a Cady, making a name for yourself—and eventually bringing the right people together—somewhere in the nuanced middle.