Rebranding initiatives often feel like a cosmetic makeover — a new logo, a catchy tagline and a dash of new colors. But true transformation, the kind that resonates with customers on a deeper level, demands digging beneath the surface.

An impactful way to guide this process? Leveraging a brand muse — an inspirational thought leader, celebrity or influential figure who embodies the brand’s fundamental beliefs. For centuries, muses have inspired artists, musicians, writers and designers to create new and engaging experiences. Now, muses act as a tool for tech companies to hone in on their brand.

Finding your muse

The muse selection process must include the following tips:

• Define core values and purpose: Before searching for external inspiration, get crystal clear on your brand’s internal identity. Ask and answer the following questions: What are your core values? What problem are you solving? What impact do you want to make? This clarity will guide your muse selection.
• Look beyond celebrities: While celebrities can be powerful muses if appropriately matched, they aren’t the only option. Respected thought leaders, historical figures, fictional characters, or even movements can be just as impactful and offer a unique perspective. Figures like Neil Armstrong or Amelia Earhart, for example, represent bravery, determination and pushing the boundaries of the known world, which could resonate with brands seeking to pioneer new territory.
• Don’t just pick a big name: Choose someone whose actions and ethos genuinely reflect your organization’s priorities. Lean toward cementing a sincere connection versus a superficial hype-driven choice.
• Consider customers: Your muse should also resonate with your target audience. Conduct research and ask your customer-facing teams to provide data to uncover the person who exemplifies what makes your customers tick.

Take my company’s journey, for example. When my co-founder Sharat Potharaju and I set out to rebrand our company from Beaconstac to Uniqode, we found inspiration in Neil deGrasse Tyson’s passion for expanding people’s understanding of the world around them. This quality embodied our company’s goal of connecting people with every object and place on the planet through technology.

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However, the benefits of a muse extend beyond mere inspiration. Leveraging a well-chosen company muse unlocks four benefits for businesses.

1. Gain a better understanding of their brand (new or old)

A brand muse serves as a mirror, reflecting the brand’s essence to the company. By studying the qualities that make a muse compelling – their principles, motivations and achievements — businesses can gain insights into their own brand persona.

For example, we recognized how Neil deGrasse Tyson uses passion to inspire, shares expertise in a straightforward, easily digestible way and connects the cosmos to the real world. Our brand represents similar themes like intellectual curiosity, innovation, accessibility and global connectedness.

A muse allows companies to better understand who they are, who they want to be in the future, and how aligned those identities feel. Thoughtful self-reflection helps craft an authentic brand message that genuinely resonates with customers.

2. Build deeper customer connections

Customers connect most strongly with brands that share their values and aspirations. Millennials, known for factoring purpose and meaning when choosing SaaS vendors, make over 75% of all B2B buying decisions, for example.

Businesses bridge the emotional gap between their brand and target audience by selecting a muse that personifies the values of their customers. By seeing themselves reflected in the public figure behind a brand, customers feel a more profound affinity for that company. They begin viewing purchasing decisions as not just financial transactions but meaningful relationships rooted in trust.

 3. Strengthen company culture

A brand muse also serves as a unifying force within a company, inspiring employees to rally around a company’s vision. This shared objective boosts morale and productivity, leading to a more positive work environment.

Over 80% of marketers embark on rebranding journeys, yet only 42.8% of employees feel their company’s mission inspires them. A muse offers a unique approach by injecting meaning into the rebranding process, creating a brand that not only looks good but also fuels internal culture and ultimately drives success.

4. Realign priorities

Even clearly defined brands can lose sight of their essence over time. Leveraging a muse helps reconnect with that core identity to realign priorities. When faced with tough decisions, a brand can look to its muse for guidance. By asking, “What would our muse do in this situation?” or “How would our muse approach talking about or explaining this issue,” companies can reorient decisions around founding principles versus short-term profits.

A brand muse is not just a marketing gimmick. Astutely leveraged, it catalyzes meaningful evolution across communication, culture and customer connection.

Muses act as a trusted compass by embodying timeless ideals for brands to emulate rather than chasing temporary trends and novelty. They also serve as an inspiration engine, breaking creative stagnation by offering new frames through which to approach challenges. The right muse adds ethos and philosophical connections, allowing brands to tap into cultural moments bigger than products, deepening resonance.

So, the next time your brand seeks transformation, consider inviting a visionary muse to permeate business operations — and reap the benefits.

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