What brands can learn from philosophy
If brands are treated like people, then brands need a philosophy.
The original brand strategists were philosophers who lived 2,000 years ago.
This insight struck me while revisiting Letters From a Stoic by Seneca. During his exile, facing death after clashing with the tyrant Nero, Seneca wrote letters to his friend Lucilus containing timeless wisdom on confronting anxiety, jealousy, and adversity. His writings offer a blueprint for becoming self-aware and noble—for leading a good life through self-restraint and focus.
Consider how Seneca describes philosophy's practical nature:
“Philosophy is not an occupation of a popular nature, nor is it pursued for the sake of self-advertisement. Its concern is not with words, but with facts. It is not carried on with the object of passing the day in an entertaining sort of way and taking the boredom out of leisure. It moulds and builds the personality, orders one’s life, regulates one’s conduct, shows one what one should do and what one should leave undone, sit at the helm and keeps one on the correct course as one is tossed about in a perilous sea. Without it no one can lead a life free of fear or worry. Every hour of the day countless situations arise that call for advice, and for that advice we have to look to philosophy.”
This perfectly describes brand strategy:
"Builds the personality" parallels how brands translate their origin story—what they stand for and why they exist—into compelling narratives and symbols.
"Regulate one's conduct" mirrors how brands establish constraints and guardrails governing their behavior. Every strong brand has a core belief that guides its actions.
"What one should do and leave undone" reflects focus—the discipline of saying no. The best brands stand for something specific rather than attempting to please everyone.
"Correct course as one is tossed about in a perilous sea" captures the turbulent marketplace and rapidly changing customer relationships that brands must navigate.
Philosophy as an Operating System
When someone embodies a philosophy, they adopt a set of guiding principles—an operating system of beliefs, principles, and practices that shape their becoming. Like an athlete who surrounds themselves with images of their heroes, we seek inspiring examples worthy of emulation.
This explains why people love brands like Patagonia—they behave like fearless, principled humans while achieving success. Imagine Patagonia as a person: they stand against fundamental wrongs, uplift others, and remain humble despite their strengths. They're admirable but approachable.
Every brand aspires to this balance of being loved and lovely. And yes, on the business side, a thriving brand is profitable.
Marketing gets attention. Design delivers value. But brand creates the experience that becomes a memory that inspires love.
Seneca offers another insight relevant to brand strategy:
"My advice is really this: what we hear the philosophers saying and what we find in their writings should be applied in our pursuit of the happy life. We should hunt out the helpful pieces of teaching and the spirited and noble-minded sayings which are capable of immediate practical application—not far far-fetched or archaic expressions or extravagant metaphors and figures of speech—and learn them so well that words become works."
Too many brand strategies are pretty presentations filled with buzzwords that waste time. The crucial question is always: What does this look like in practice? How do these words become works?
When a company faces public backlash, it's often because it has abandoned its philosophy. It has allowed external pressures to dictate its behavior rather than staying true to its principles—its operating system. In trying to please everyone, it has betrayed its purpose and broken its promise.
It's like discovering an admired high school student doing something completely out of character—one bad action undermining years of goodwill. Reputation, brand credibility, and trust all share this vulnerability.
The Evolution of Brand
Most people have an incomplete understanding of brand:
Tech professionals often reduce brand to logo and website.
Advertisers equate brand with billboards and commercials.
E-commerce specialists focus on packaging.
None are entirely wrong, but none see the complete picture.
Branding traces back to ancient Egypt. As Debbie Millman noted in Brand Thinking and Other Noble Pursuits: "The dynamics of the brand reputation helped build better businesses even back then, and the role of the brand—a barometer of value—has continued ever since."
The mark on cattle represented a promise of quality and set expectations. When that product consistently delivered on its promise, people shared that story. Among all available options, branded items stood out because sellers could tell you about their origin and caretaker.
The evolution continued through radio and television, where brands became associated with status and desire through celebrity endorsements and aspirational messaging.
Today, in the internet and social media era, brands can rise or fall faster than ever before. Stories spread instantly. Customers communicate directly with each other. Company founders and employees operate in the public eye.
When new customers discover your product, they scan for trust signals and compare you with alternatives. Fundamentally, they seek reassurance that choosing you won't make them feel foolish.
Brands as Living Beings
If brands of the past were static, today's brands are alive.
When people discuss brands they love—a curious concept—they speak about them like people, describing feelings of belonging, being seen, supported, empowered, and inspired. Who would have thought shoes or software could evoke such emotions? This is because branding functions through human nature.
Notice how quickly people defend beloved brands on social media. They do so not because they work for the company or necessarily have a financial stake, but because criticizing the brand feels like an attack on their identity and tribe.
As Dr. Dori Tunstall observed in Millman's book:
"Humans like to think of themselves as special and different from one another. Some people like to think of themselves not only as special and different but also better than others. We almost always used 'things' as a way to identify ourselves and to identify others."
Brand is Behavior
I coined the phrase “Brand is behavior.”
While products may share similar functionality, how companies engage with culture and respond to events distinguishes them and builds strong businesses.
Cash App differentiates from Venmo and Zelle through initiatives supporting athletes receiving Bitcoin payments, collaborating with musicians, and creating intentionally unconventional social media content. They've connected with hip-hop culture and released thoughtfully designed merchandise. They are ingrained in a culture and accepted by the people in the culture.
Patagonia stands apart from North Face or Backcountry by closing on Black Friday despite peak sales potential and actively opposing political agendas harmful to the environment. Other brands might attempt similar actions, but Patagonia pioneered this approach and has maintained it consistently—living their brand promise and purpose.
This is all behavior. Not just aesthetics or messaging, but how a brand acts within and influences culture. Does it harmonize with cultural currents while pushing them forward? Does it reveal possibilities others haven't imagined? Or does it merely exist?
A company without strong branding can survive, be profitable, and grow incrementally. But creating an exceptional company—a category of one—demands investment in brand as a philosophy, a way of being that guides what you believe and how those beliefs shape your behavior.
Another way to think about it is to imagine the world your brand is building and act as if you’re the leaders building it.