To Scrap A Story
A Reformation of What One Was:
When something becomes more complex, smash it to pieces, then, through action, begin reforming those pieces into something new that fits its new purpose.
My Scrappy Story
Of Scrappy Beginnings—and chasing (See image)
One day, I realized I was trying to sell something no one else needed, and well, that was brutal, and it made me sit for a while. So I set out to create frameworks that helped people move forward.
I asked my LinkedIn followers to adopt a practice, and at the end of the post, I signed off: “Stay Scrappy.” It’s what I was going for, and people within my network caught on. This is why I made the pivot: to help Scrappy Entrepreneurs make the most of:
Their networking by positioning themselves right
Themselves by posting using consistent visual guidelines
Their copy by creating aligned messaging
Scrappy branding was designed to make my clients shine so they can do good in the world amid ever-present confusion and chaos.
Of Headshots—and Vlogs
I don’t feel like I have earned a professional headshot.
After nearly 4 years of professional photography, leading media at a youth camp and conference center, I never had a golden hour portrait taken of me. My friend Danny took this one with my camera.
(Image)
Kids running around, families trying to gather everyone for a group photo, trying to get the shot for the fall catalog while getting hit in the head with a dodgeball. That's entrepreneurship for ya. We expect a golden hour shot, but get hit in the head with dodgeball—Literally hit me in the back of the head and was completely unfazed. The kid apologized, but I was too busy getting the shot.
And before that, I spent several years working in food service and hospitality. I didn't finish college. Couldn't sit behind a desk. So, a headshot doesn’t exactly fit my bill. So we are left with this scrappy brand asset: a photo I took with a camera in good ol’ Casey Neistat early YouTube vlog style after an 8-mile uphill hike in Utah.
What's next?
You’ve read this far, and as a reward, I am giving you homework—hehe. I want you to approach branding the same way you approach your craft. I am convinced that if we take this same approach to branding, we can not only have fun, but we can create spaces of true connection with our audiences.
It's your turn to tell a story, and stories start with questions. What industry standard do you hate and/or refuse to conform to? And Why?
I have avoided getting a professional headshot, simply because I hate being commoditized and I'm frugal like my ninety-one-year-old great grandpa.
(I will get one eventually, and you WILL hear about it, mark my words)
"Why do you REALLY not want a professional headshot?"
...
I keep answering; the plot thickens: "It's not who I am, and it’s my job to make you look pretty, not myself." — Yeah, that's right.
(Ask why until you have a story... don't be afraid to get weird, don't be afraid to build tension with your words.) You're a storyteller, so I won't waste my time telling you how to do that. Also, the view was pretty good.
Scrappy Branding for Storytellers
Once you are finished, send it to me, send it to your feed, with a scrappy photo, of course. Now you are a guide and ready to lead others.
This is branding in 2026. You're allowed to smile. Let’s keep it scrappy, simple, short.
I look forward to hearing from you!
With love <3,
~ Kyle
S.C.R.A.P.P.Y
Simple
People need to understand you, so keep it simple. Simplicity removes excess that would otherwise create unnecessary friction. You won’t have to worry about what isn’t there.
Creative
People feel drawn into your brand; it needs creativity as much as it needs simplicity. This is the good type of friction. I like to attribute a brand’s creativity to its stickiness. Be a scrappy-sticky brand!
Real
It must be real. Especially if you work with REAL people. I want to riff on the idea that realness is not, in fact, a trend as we might suppose. Rather, realness is something ingrained in every person: a desire to find what is real and true.
Accessible
Your brand needs to be accessible to the people you are working with. Your language and visuals must align with theirs. Accessibility was placed in the middle of this list because it is the summit and first thing people notice about your brand. The most accessible brand gets chosen.
practical
People need clear practical steps. We don’t need more ideas to think about; we need a way to live out those ideas. The fastest way to make your brand stick is to make it actionable.
Personal
Keep it personal, keep it close, and keep it small. Have your brand touch grass—literally if you have to. It’s better to have a tight-knit community than a crowd of unnamed faces.
You
We don’t just want your products; we want you. Talk about yourself and don’t underestimate the impact your story might have on others. The biggest mistake I see people make in their marketing is removing themselves entirely from the story. They double down on their audience, without taking the time to acknowledge the connection between themselves and their audience.