Pink. Florals. Gold accents. Picturesque photoshoots. Immaculately styled flat lays.
Who doesn’t love them?
But pardon us for saying, pretty might be holding us all back.
We all love it in our brand, but it isn’t easy to achieve. Everyone wants to kick off their brand with a fresh blowout, but most of us only have messy bun materials to start with. Catch our drift?
We’ve also reached a point in our evolution as women where “pretty” doesn’t even have to be in the picture at all. Women are complex, imperfect, gritty, tough, disorganized beings. And maybe we’re holding our brands back by keeping beauty as a top standard.
Raw Aesthetics
On an average day, are you dressed to the nines or rocking yoga pants and a stained t-shirt? Is your house impeccable or is it a damn mess right now? Are your kids darling little flower-sniffing angels, or is one pooping in their sibling’s shoe at this very moment?
I think we’re all a little fatigued by the overly airy, perfectly posed, and, frankly, staged scenes that devour our Instagram feed.
WE KNOW it makes people feel inadequate.
WE KNOW it isn’t a true slice of life.
WE KNOW it takes a lot of work to create this illusion.
So why do we keep doing it when real portraits of our lives will have just as big of an impact if not more?
The 2010s were all about polish and filters and chic design. Can we agree that the 2020s are more than a little rugged so far? That maybe what none of us need right now is this illusion of perfection? Or the forced pressure to produce perfection for our audience?
Unapologetic Content
Raise your hand if you’ve withheld thoughts/ideas for fear of digital backlash.
Maybe you’ve even posted an unpopular opinion before and sat there, sick to your stomach, reading hate-filled comments.*
That sucks. Like really sucks.
However, can we agree that, shy of hate speech, you should get to say whatever the heck you want? Your brand is supposed to be a representation of you. If you’re holding back for fear of strangers not liking you, then you might be risking not finding the ones who will love you.
Neutral, unconfrontational content fits for some brands. And we’re not saying go out there and be a polarizing figure either. We’re simply implying that if something is heavy on your heart and it impacts your brand, it’s okay to have unpopular opinions. It’s okay to take a stance on an issue you’re passionate about. IT’S OKAY TO BUILD A WHOLE BRAND AROUND CONTROVERSIAL SUBJECTS.
From birth, to politics, to relationships, to sexuality, to body image and beyond, women are confronted with hard questions, deep pain and dangerous situations all the time. And we can’t be so attached to beautiful and pleasing that we allow our voices to be stifled. Especially if we’re the ones stifling ourselves.
Sometimes our truths are ugly. But that exposure and openness can also save someone. We can create deep connections and lasting impact when we’re honest, even if it means losing a few audience members in the process. Let’s make the 20s the year authenticity is our top value.
*And don’t forget, that block button is there for a reason. You are under no obligation to be attacked. If you are listening with an open heart, trying to grow and learn, but a digital confrontation becomes abusive, remove it! This is your space to create in your image. You can show up unapologetically as yourself and thrive. You can also purge your platforms of toxicity.
Delayed Progress
I would bet just about every woman who has ever started a brand has delayed their progress by waiting for pretty. My website isn’t ready. I’m just going to buy one more Lightroom preset bundle and then my Insta will be good enough. I need staging props. I need a new dress. I need a new house. I need to be able to afford a professional [photographer, web designer, food stylist].
Let it go. Let it go. Don’t let pretty hold you back anymore! (Please tell me you sang Frozen here.)
Who cares. Seriously, who cares. At Elly and Nora, we love to beautify and organize and create cohesive brands. It is our SUPER JAM. And we do believe there is a place for pretty or sleek or constructed. But you should not be caring about pretty when you’re just getting started. You need to be producing the content, finding your people, and deciding if this is something you really want.
Everything else can wait.
You will get to the point where you can pretty up an amateur designed website. IF… you get over the idea that your site has to be perfect in order for you to thrive. Your Instagram skills WILL improve, if you stop comparing yourself to others and just post without judgement. You will figure out how to create delightful videos WHEN you give yourself permission to be a beginner and practice.
Pretty is such an elusive and ambiguous standard. Putting in the work and showing up as yourself is well within your control though. Don’t let pretty stop and don’t make pretty a goal. If you like pretty, don’t feel ashamed. If you feel forced to fabricate pretty, drop that idea. Let this year be the one where we all free ourselves from what we think pretty is and we just live fully as ourselves.
