Welcome to No Dumb Questions; our new advice column for founders, creatives, and curious brand nerds who are unhinged enough to ask what everyone else is too busy pretending to know.
Think of this as brand therapy with bite.
Each week, we’ll answer real questions from P.O readers in the trenches of brand building.
Whether you’re stuck on strategy, spiralling over tone of voice, or just wondering if Helvetica Neue is still a thing (spoiler: not really), we’ve got you.
Nothing is too granular, too niche, or too “I should probably know this by now.” If you’ve got a burning Q, drop it in the comments. We’ll be answering them with zero fluff and maximum spice.
Now, onto our first batch… buckle up.
1.
Dear P.O.,
I want my brand to feel expensive, but my budget is embarrassing. What’s the cheapest way to look high-end without selling my soul (or my kidney)?
— Brooke M. (Beauty Startup, Sydney)
Wait, So What Is A Micro-Mood Exactly?
Dear Brooke,
First: bless you for asking the real question. Not how much should I spend: but how do I look expensive without actually bleeding out financially? You’re not alone. Most new brands are built on a prayer, a maxed-out Amex, and a Canva Pro account.
Here’s the thing: luxury has very little to do with money, and everything to do with taste.
Expensive-feeling brands aren’t necessarily dripping in dollars. They’re dripping in discipline. They know when to subtract. They know when to hold tension. They know how to create emotional weight with minimal materials.
Continue reading on our Substack, Public Opinion.
