The Edit

By Marybeth Starr

The Edit

Building a brand is a lot like writing anything, a book, an article, a to-do list — you start with a big idea, full of possibility, think of all the amazing things and then comes reality and one of the hardest parts, the editing. The truth is, great brands aren’t built on how many ideas you have, but on how clearly you can express one. That means knowing what to keep, what to cut, and when to say, “This no longer fits, no matter how cool I think it is.” That product name you love? That quirky tagline? What if it doesn’t pull and confuses your community or muddies your message, it might have to go.

It can be hard to let go of pieces you’ve put time, heart, and gallons of caffeine into. But editing—sometimes ruthlessly—is what sharpens a brand’s voice. It keeps your community from doing the mental high hurdles of figuring out what the heck you’re really about. If something doesn’t serve your core promise, trim it. Clean brands build trust. Complicated ones? They build confusion.

So how do you know what to cut? Look for friction. Where do people get stuck, ask questions, or make assumptions you didn’t intend? Where do things feel too much or inconsistent? That’s your signal. Tighten your language. Strip back your visuals. Simplify your offer. Editing isn’t going to kill your brand’s creativity—it will give it room to breathe.

—Marybeth