Your Best Story is in the Shadows
Most brands work hard to project a flawless image, but ignoring their flaws may be the real mistake. Drawing on Carl Jung’s idea of the “shadow,” we argue that acknowledging contradictions, weaknesses, and uncomfortable truths can build deeper trust and connection, as Patagonia’s radical honesty has shown.
Some brand owners assume their job is to present the best possible version of their company to the world. They focus on aspirational messaging, crafting a pristine image that shines in the marketplace. But Carl Jung’s theory of the shadow suggests there’s something missing from this approach, something deeply human.
The shadow is the part of ourselves we deny or suppress. It’s the impulses, fears, and traits we don’t want to acknowledge. According to Jung, ignoring the shadow doesn’t make it disappear; it just leaks out in unintended ways. And if that’s true for individuals, it’s also true for brands.
Most brands have a shadow. It might be an inconvenient truth about their product, a contradiction in their messaging, or an unspoken part of their customer relationship. The brands that succeed in the long run aren’t the ones that hide this shadow but the ones that integrate it.
Example: Patagonia. Instead of pretending that making clothing has no environmental impact, they acknowledge it outright. Their “Don’t Buy This Jacket” campaign was a direct admission of the paradox in their business model: selling products while advocating for less consumption. And yet, this honesty made them more trustworthy, not less.
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Every brand has weaknesses, contradictions, and tensions. The question is: will you pretend they don’t exist, or will you use them to your advantage?
If you’re a brand owner, ask yourself: What is your shadow? What do you avoid talking about? What feels uncomfortable? That’s where the interesting story is. And often, it’s the part customers connect with the most.
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