Bricks, feathers, and founder energy — and finally owning that we’re tourism (and maybe even sales) people.

“You Gotta Do It — Otherwise, They Get Lost.”

This week, I heard Ted Lasso say this line, and it hit hard. Humour's superpower. Branding matters. Not because it’s tied to a flashy logo or a trend-cycle font, but because without it, your customers forget you.

And when people forget you — it doesn’t matter how great your product, service, or offering is. You're invisible. That’s why we do what we do.

So, what is branding, really?

Not the visual veneer. Not the moodboard. Not your font pairing. Not something you palm off to someone else. 

Branding is:

• What makes you memorable to your tribe

• What protects your confidence as an owner

• What turns strangers into superfans
  
  

It’s what people say about your business when you’re not in the room.
It’s the feeling people associate with you. It’s the thread that runs through everything — from your Instagram to your invoice to your team culture.

And the thing is, if you don’t do it intentionally? It happens anyway — usually in ways you didn’t choose.

The Problem with ‘Personal Brand’ (and What Georgia Taught Me)

At the inaugural GMC+ Brand Camp this week, Georgia Rickard said something that beautifully reframed this whole topic.

We were talking about “personal branding” — that phrase that makes so many of us cringe. Because let’s be honest: it’s become an ick.

It can sound elitist — like you need the right handbag, the right haircut, or the right school on your LinkedIn to even qualify.

But then Georgia flipped it:

“It’s not about having a personal brand — a brand must be personal.”

That landed. And at The M.A.Y Group, that’s exactly where we begin.

We’re not interested in polish for polish’s sake. Done is better than perfect. We’re interested in purpose, presence, and personality. Branding that feels like something your customer wants to claim — because it reflects them, not because it performs well in a carousel.

Founders First. Always.

We’re always quoting the Italian proverb:

“The fish rots from the head.”

But the flip-side is also  true. So does good branding start from the top.

At The M.A.Y Group, we believe the strongest brands are born in real life — not in a boardroom. They’re born at dining tables, bars, messy desks, and inside group chats.

I’m writing this from my dad’s old seat at our kitchen table - feels so right.

Some of the founder-led brands I personally love?
The Mossy Café, Western Sydney Mums, Lisa McGuigan. Georgia of course. When it comes to the big guns, Emma Grede.  You’ve probably got your own list, too.

These aren’t just business owners. They’re cultural leaders.
They’re the ones who set the tone, spark the trend, and grow communities — not just customer bases.

We want to work with the bold ones. The ones who might drop an f-bomb in a meeting, who text you “let’s get the show on the road,” and mean it.

That’s what we call founder energy.

And if you don’t have it, or don’t want to show it?
Honestly, we’re not the agency for you.

The Plotline by Meghan McTavish

At Brand Camp, I also had the privilege of meeting trailblazer Meghan McTavish, who asked us:

“Who is the main character of your brand?”

It stopped me. Because that’s the question, isn’t it?

Every great founder — like every great brand — has a plot.
A protagonist. A reason for being. A journey that others want to follow.

When you understand your own story, your brand becomes something more than a product. It becomes a beacon — calling your people in. The kindred spirits. The future collaborators. The superfans.

But here’s the key:
It’s character and vulnerability that turn observers into believers.
That’s what creates the champions who’ll back your business — even when the algorithm forgets you exist.

No More Pretending — Tourism is (also) Home. 

Over the first few weeks of the M.A.Y movement, we tried to be subtle. But there's something we need to own and be proud of - We come from tourism. That's koalas to sunset canapés. From MICE pitches to inbound tour operators. From school holiday rushes to rainy-day backup plans. We’ve sold attractions, tours, room nights and experiences — the kind that can’t be boxed, only felt.

And tourism taught us this:

You’re not selling a product — you’re selling a feeling.

In tourism, you sell a memory before it’s made. You sell the idea of being there.
You sell a story that people want to step into.

So marketing with The M.A.Y Group evolves into an invitation to your customer.  Sales begets emotion. And branding? That’s the storyline that ties it all together.

And when you get that — when you truly understand it —you can sell anything.
Places. Products. Programs. With purpose. And soul. Like we do. 

Recapping then..

Branding is:

• What makes you memorable

• What protects your confidence

• What turns strangers into superfans

• What sells through story, not spam
  
  

And it only works when it’s true, felt, and repeated with rhythm.

As Georgia said:

“One layer of paint at a time.”

As Ted said:

“You gotta do it — otherwise, they get lost.”