What happens when your copy is authentic but not on brand?

I recently had a post go unintentionally viral, and I really wish it hadn’t. When I realized what was happening, I knew exactly where I had gone wrong.

​The biggest problem was that I wrote too broadly. I wasn’t thinking that this post would reach anyone besides my usual audience.

But equally, if not more importantly, I realized one other critical mistake I may have made…

I strayed from my brand voice–particularly the parts rooted in my brand archetype. I was still being me, but I was letting out a snarkier, punchier me that I usually save for my closest girlfriends or even one-on-one client sessions where the full context is understood and the BIG in Big Sister Energy is out in full force.

And it didn’t align with how I normally communicate as Justine of Red Balloon Station. This is why it’s so important to clearly define your brand voice and regularly ask yourself, does my copy align with my brand voice?

Because remember, your brand voice isn’t just about your tone, it’s about your values, your mission, and the experience you want to create for your ideal audience.

And yes, you can totally be authentic, yet off brand. Which is also why it’s dangerous to put off defining your brand voice and only rely on “my voice.”

I see this all the time when I’m working with clients. When we’re brainstorming and spitballing, we’ll play around with phrases that sound just like how they’d say it to me in a voice note or over boba with their best friend—raw, real, unfiltered. And while that version is them, it’s not always the right version of them for their brand or for the particular project.

We almost always pause and ask: Is this on brand? Is the audience going to receive this well?

Occasionally, we’ll keep it and test it out. But more often, we realize that even though it’s authentic, it doesn’t land the way we want it to—it feels off, or worse, it distracts from the actual message.

When the way you express your brand no longer reflects the archetype that anchors it, even if you're being totally authentic or just aiming for something more powerful, it can backfire.

Take Nike. In 2024, they launched a campaign titled “Winning Isn’t for Everyone” that felt like a sharp departure from their usual Hero/Everyman archetype—the one that champions the underdog and inspires everyone to "just do it." This new message, along with other branding decisions, leaned into something more exclusive, maybe even elitist—closer to the Ruler or Rebel archetype.

And the response? Nike’s stock dropped by $25 billion in a single day. It wasn’t just that the message missed—it felt like it came from a brand their audience didn’t recognize. The tone didn’t match the core identity that had built trust and loyalty over time.

So, while you can absolutely show up as your authentic self—or evolve your voice to reflect how your business has grown and who you're trying to reach—straying too far from your brand archetype can confuse or alienate your audience.

I always remind clients that as your business evolves, the way you express your brand archetype might shift too, and that’s completely normal. But even as your voice evolves, it’s still important to stay rooted in your core brand identity, which all comes back to your values.

And this is why knowing your brand archetype is so important. It's not just for fun, it's the anchor for your brand voice.

Have you ever strayed too far from your archetype? What happened?

How often do you test the tone of your copy to see what resonates and what repels your audience?

Share in the comments! I’d love to hear what’s working and what isn’t for you.

Stay curious, Culture Changer!
​🎈Justine