Think about the brands you recognize instantly — not by their logo, but by how they sound. A certain tone, a turn of phrase, a personality that comes through even in a short email.

Now ask yourself: does your organization have that kind of voice?

You're twenty minutes into a design review, and you feel the focus slipping. It starts with the logo — can it be bigger? Then the color palette comes under fire. It should be bolder but also more approachable. By the time someone suggests adding a tagline, the project is being designed by committee, which rarely ends well.

When emotion is woven into your message, it transforms a simple transaction into a meaningful connection. A well-designed product might impress, but a story that makes someone feel seen, understood or inspired will stay with them long after the details fade. Emotion gives your audience a reason to care — and caring is what drives loyalty.

It was the final round of a brand strategy workshop. The marketing team from a mid-sized nonprofit sat around a U-shaped table, debating (loudly) what their new website should look like.

“We need a big, bold donate button at the top!” one insisted.

“The hero image has to be a picture of our new building,” another pushed back.

“Let’s make sure the mission statement is front and center,” someone else said.

The tension rose as each defended their opinion, certain they were speaking for the “target audience.”

Simplicity sounds easy. But anyone who's worked on a brand knows, it’s actually one of the hardest things to pull off. As a marketer and a creative, I love new ideas. I get excited about fresh trends, new platforms, eye-catching design styles. And if you’re reading this blog, I bet you can relate. 

At Bark, we’ve spent nearly three decades walking alongside some of the most thoughtful, mission-driven brands you can imagine — helping them navigate the highs, the lows and the moments when the world suddenly expects a statement. Here’s one thing we’ve learned: knowing when to speak is just as important as knowing what to say. In a culture that demands instant reaction, discernment is a rare and valuable virtue.

At Bark, we’ve partnered with hundreds of companies over the past three decades, each with its own calling, culture and challenges. And while the organizations vary, the pattern of success is clear: the deepest, most fruitful results always come when we're fully integrated — not just as a service provider, but as a true part of the team.

Most of your potential customers aren't ready to buy from you today. Or tomorrow. Or even next month. And that might be the biggest opportunity you're missing.

Over the years, I’ve learned that while finding new opportunities is challenging, deciding which ones not to pursue is even more difficult. In marketing, leadership and life, we’re inundated with ideas, tools, channels and demands. And the temptation is to try and do it all, hoping that more activity equals more progress.