Most founders don’t realize anything is wrong with their brand all at once. There’s rarely a dramatic collapse or a single moment where things fall apart. Instead, there’s a subtle shift — the copy feels harder to write, decisions take longer than they used to, and the business starts to feel slightly unfamiliar, even though you’re the one who built it.

That discomfort is easy to ignore. After all, everything might still be “working.” Clients are coming in. Revenue hasn’t disappeared. From the outside, there’s no obvious reason to stop and reassess. But inside, something feels misaligned — and no amount of optimization seems to fix it.

That quiet unease is exactly where Brand Crimes Unit begins.