Your brand can look perfectly fine on the surface and still feel completely out of sync underneath. Most business owners can’t explain what’s wrong, but they feel it every time they show up online. That quiet discomfort is something I call brand creep. It’s the slow drift between who your business is now and how your brand is still behaving. In this piece, I unpack why it happens, how to recognise it and the simple way to bring everything back into alignment.

Most brands chase more customers, but the strongest brands build something deeper. Fans. Fans buy differently, talk differently and stay longer. In this mini workshop, I walk you through the three things that create true fandom across any business: Clarity, Consistency and Connection. Grab a notebook — this one’s designed to be worked through.

From the sidelines of a 90s footy field to a sold-out Oasis reunion in Edinburgh, this is a story about fandom, nostalgia and the power of connection. Rolling With It isn’t just about music — it’s about how great brand strategy works the same way: aligning your values with the people who believe in them.