Dear Dreamers and Doers,

August in Florida is doing what August does: choking the air with humidity thick enough to chew, tropical storms circling like they’ve got nowhere better to be, and every one of us silently counting down to the first cool morning that reminds us Autumn is, allegedly, still a real season. It’s the last gasp of summer, and if you’re like us, you’re running on iced coffee and the stubborn belief that better days (and lower dew points) are ahead.

That’s kind of the point of this month’s letter, actually. Because staying inspired in the muggy in-between has us thinking about aspiration — the thing that keeps us reaching for what’s next even when we’re still sweating through what’s now.

Why We Really Join a Brand

We tell our cause and culture clients all the time: people join causes, give money, and treat brands like family for a lot of reasons — plenty of them generous, plenty of them rooted in genuine belief in the mission. But there’s another motivation running underneath all that goodness, and it’s a little more selfish than we sometimes realize.

We adopt brands that show the world who we are, or who we’re trying to become.

That instinct is aspirational. Somewhere inside, we suspect we’re not quite “there” yet — but we want to be. Maybe you buy the season tickets because you want to be part of the Opera set, even though you’re still figuring out if it’s really your thing. Maybe you write the check because you wish for world peace, even if you wonder whether it’s attainable. Either way, the brand becomes a stand-in for the person you’re aspiring to be.

Can You Build a Brand on Who You’re Becoming?

So here’s the question every organization eventually has to wrestle down to the floor: is it okay — is it even right — to build your brand around aspirational ideas rather than where your operations actually stand today?

Our answer: yes, and no.

Positioning, the marketing term for this, can do two jobs at once. It can state facts, and it can stake a claim. A lot of what makes up your brand is subjective — belief, values, vision — and that’s fair game to shape and shoot for. But whatever you claim has to be backed up by real, visible action, or the people who believed in you will quickly, quietly pack up and leave.

The “no” is about honesty. The “yes” is about hope. Being aspirational as you evolve your brand isn’t a stretch of the truth — it’s a guiding star, your North Star. It tells your staff, board, and community what you’re building toward, even on the days you haven’t arrived yet. It creates a culture where everyone’s dreaming about, and working toward, the same destination.

The North Star Test

That’s strong, solid branding: it speaks to who you are, what you do, what you value, and — maybe most importantly — where you’re going. Because the people who believe in your brand don’t want a transaction. They want to hit the road with you. They want the long haul. As long as you keep your promise.

And here’s the part we love most: while you’re growing, they’re growing too. The inspiration they find in your brand becomes their own adopted aspiration — something they carry forward, live up to, and represent because they found it compelling and good in your work.

Your August Assignment

So this August, as we all ice more coffee and turn toward a coming Autumn, ask yourself: what are you aspiring to be?

Share it. Become it. Let your community hold you accountable to it.

That’s the work. We’re just here to help you chart it — no matter where you’re starting from.

Here’s to Hope and Aspiration,

Laura + Cheryl + Surale

P.S. What are you waiting for??!! We’re REALLY GREAT to talk to. Let’s chat about what’s going on with your brand. Just give us half an hour. Email hello@thedrmtm.com and we’ll get you set up.