IMPACT – 8/10

Narcissistic branding is everywhere, preoccupied with how a brand is perceived rather than how it is experienced.

The objective is to secure a constant stream of narcissistic supply: attention, admiration, validation, or control.

It frames audience confusion, intimidation, or hesitation as a filtering mechanism instead of a design flaw. So people are forced into emotional labor before they can even decide whether to engage.

This is the emotional burden of branding. It shows up in predictable places:

• Ambiguous language that makes people guess what you actually do.
• Performative values that sound snazzy but do not explain how you operate.
• Unclear boundaries around pricing, timelines, revisions, confidentiality, or scope.
• Status-coded messaging that implies “this is for people like us,” and excludes others.

Brand load is the cost to proceed that your audience pays in attention, uncertainty, self-protection, and time before they decide you are safe enough to engage.

High brand load increases hesitation, disengagement, and drop-off. Especially for people who are already tired, cautious, or unfamiliar with you.

The good news is that this brand load is measurable. Which means it is fixable.

The Brand Load System identifies where unnecessary strain is placed on your audience so you can reduce the emotional burden of branding and build real trust.

PLAY – 7/10

Step 1: Choose one interaction
Think of one recent moment where someone had to decide whether to engage with your work. This might be:

• Applying for a program or service
• Registering for an event
• Submitting a form
• Attending an information session
• Saying yes to a meeting

Step 2: Ask: What does someone have to guess to proceed?
Common examples include:

• Who this is actually for
• What happens after they apply or attend
• Whether they’ll be evaluated or supported
• How decisions are made
• Whether it’s safe to ask a basic question

Step 3: Name the guess
Fill in the blank: People have to guess ______.

Step 4: Decide whether the guess is necessary
Finally, ask: Are we comfortable asking people to carry this uncertainty?

If the answer is no, it tells you that unnecessary strain is being placed on people, and more clarity is required.

If the answer is yes, that’s also a choice, but now it’s a conscious one.

SUSTAINABILITY – 9/10

The Brand Load System becomes sustainable once it is embedded into your design process.

The question, “What are people being asked to guess?” becomes a design check when creating or revising programs, forms, communications, or processes.

Over time, this reduces decision fatigue because fewer questions require interpretation or follow-up. It sets expectations early and lowers internal friction by creating consistent defaults across the organization.

Takeaway

If people have to guess, you’re outsourcing work to your audience.

Design for clarity instead.

Did you find this system helpful? Hit reply and let us know!

Until next recess,
Sarah & Jamie

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