The Core Shift: From Speaking About to Speaking With
Most brands fall into a trap that sounds like advocacy but quietly reinforces hierarchy.
“We empower…”
“We give voice to…”
“We lead the charge…”
Those phrases sound noble. But they often tell a story where the brand is still the hero, and everyone else is the supporting cast.
Human-centered brands flip the script. They ask:
Whose voice is leading this message?
Who gets to be visible?
What role are we playing, and is it one that’s ours to play?
Because when your community’s wisdom and leadership are absent, your brand becomes a billboard, not a bridge.
4 Questions to Audit Your Brand Positioning and Power Dynamics
1. Are we speaking for people or with them?
It’s easy to slip into storytelling that feels supportive on the surface but actually centers the brand’s voice.
“We’re telling their story” can become a subtle power grab, especially when the people involved had little say in how that story is framed, told, or used.
Human-centered storytelling isn’t just about featuring people. It’s about co-creating with them. That means making space for consent, collaboration, and complexity, not polishing every rough edge to fit a brand narrative.
In Action: Before publishing a story or campaign, ask: Did our community help shape this? Would they recognize themselves in it? Did we ask what they wanted others to know, not just what we wanted to highlight?
2. Whose name is on the quote?
Anonymized testimonials are sometimes necessary, but they can also become a habit that prioritizes the brand’s interests over those of the person.
If you’re consistently sharing stories without names, photos, or real quotes (while still showcasing your own leadership or outcomes), the power imbalance becomes clear.
Visibility is a form of agency. When people are safe and willing, including names and authentic voices can reflect real partnership, not just permission.
An Action: Ask your team: Are we showcasing real humans or composite characters? Is our community visible, or just supportive background for our spotlight?
3. Would this message work without our logo on it?
This one’s a gut-check. Take your headline, post, or pull-quote and imagine it on a plain white square.
If it still feels powerful, resonant, useful, or affirming, you’re likely operating from a place of contribution. If it only lands because it’s paired with your branding, maybe it’s performative.
Non-dominant messaging is less about “look at what we’ve done” and more about “here’s what we’re part of.”
In Action: Ask your team: Is this message in service of the work or the perception of the brand? Would it still matter if no one knew we said it?
4. Are we building the story… or shaping a stage for others to lead?
This is where the instinct to lead can quietly overpower the opportunity to support. Yes, your brand has a story. But is every moment meant to center it?
Sometimes the most powerful move is to step back and hand over the mic. To redistribute the spotlight and create a stage for others to step onto.
True leadership often looks like facilitation. It’s scaffolding the conditions for someone else to shine and trusting that doing so strengthens your work, not sidelines it.
In Action: Ask your team: Are we creating momentum or control? Can we be the host, not the headliner?
When you center the right voices, your brand becomes more than a platform.
It becomes a place where people feel seen, heard, and invited to lead. Because that’s what trust sounds like, and people can tell the difference.
To see how your brand positioning currently shows up and where there’s room to shift, use the Voice & Visibility Map inside our Non-Dominant Banding Playbook. It’s a simple way to see whether you’re leading the conversation or making space for others to lead.
Until next week, Happy Pride! 🌈
Sarah & Jamie
P.S. At Recess Labs, we find that sweet spot where smooth ops meet magnetic messaging to help you scale your impact, not staff overtime. Here’s where to reach us.
