Designing a business you’re stoked about starts here—welcome to The Monday Muse, your weekly guide to business, branding, and creative strategy. 🤸🏼‍♀️

I broke up with Spotify.

After a decade of being a loyal Spotify user, I found myself complaining about the platform to a friend. That’s when they introduced me to Tidal. Which, in hindsight, was an obvious solution. It took me a whole year to finally let go of Spotify and switch to something that wasn’t only better but aligned with the things I care about.

When I finally opened a Tidal account and transferred my playlists over, it felt like betrayal. How could I leave a platform I’d spent years curating, one that had been part of so many social moments? But my switch was intentional. Tidal’s values—like fairer pay for artists and better sound quality—resonated with me in ways Spotify’s didn’t. 

It wasn’t just about music; it was about choosing a brand that stood for something I believed in.

Sometimes loyalty blinds us to the bigger picture.

People don’t stay loyal to brands for their features. They stay because of connection—because they see themselves reflected in the brand’s values.

This isn’t just a trend. It’s a cultural shift. People are realizing that their dollars are votes for the kind of world they want to live in.

Every day, we’re seeing people step away from big corporations and choosing smaller, values-driven businesses instead. 

Why?

Because people are tired of convenience at the cost of their beliefs. 

They’re seeking brands that align with who they are and what they care about.

Think about your audience: They want to see themselves in the brands they support. They want to feel a sense of purpose, not just a service or a product.

The brands people choose to stay loyal to—or leave—aren’t just about price or features. They’re about alignment. When your values resonate with someone’s deeply held beliefs, you become more than just a service. You become essential.

And if your brand doesn’t stand for something? People will feel it. And they’ll go searching for one that does.

When you look at the brands you admire, chances are, they stand for something bigger than what they sell. Whether it’s supporting sustainability, uplifting communities, or advocating for equity, their values are front and center. Those values are what keep people coming back—and sometimes, what inspires loyal fans to head down a new path.

This is why brand strategy matters.

It’s not just about picking the right logo or colors. It’s about uncovering the heart of your business. It’s about defining the values that make you uniquely you and weaving them into everything you do.

This goes deeper than spending $10 a month on playlists, this is what unlocks premium pricing for your signature services (I’ll have to dive into pricing next week).

When your business is rooted in strong, clear values, you create something that’s more than just a product or service. You create trust. You create alignment. You create a movement. You create a brand people are proud to stand behind.

Your audience won’t just see you—they’ll feel you and trust you. And that’s what creates loyalty.

Building brand loyalty starts with answering these questions:

• What does your brand stand for?
• How are you showing your values—not just in your work, but in the experience you create for others?

When your brand feels right, people don’t just notice—they believe. And when a brand feels right, it becomes unforgettable.

Spotify was good and convenient. But Tidal? Tidal feels right.

If you’re wanting to create a brand in 2025 that’s fulfilling for you and your people, start the new year thinking about these things:

• If someone didn’t know you, could they tell what you stand for just by looking at your business?
• Are your values clear in your messaging, your offers, and how you interact with your audience?

If you’re unsure, that’s okay. Defining your brand’s values isn’t about creating something new—it’s about uncovering what’s already there and putting it into words. It’s about creating a brand that feels as aligned and fulfilling for you as it does for your audience. That creation often comes with collaboration and the help of someone who can intimately get to know your business.

Values aren’t optional anymore. People are craving connection—real, meaningful connection. And it’s the brands that stand for something that create it.

A brand rooted in values creates connection. And connection? That’s where the magic happens.

Happy New Year!! 

I’m stoked to see ya next Monday,
Bri