5 Reasons NOT To Brand Yourself As A Maverick, Renegade, Or Rebel (Even If You Are One)

Cathy Goodwin
4 min readJan 19, 2019

OK, I’m not exactly conventional. So every so often a well-meaning advisor will say, “You describe yourself as a maverick. Why not build your brand on that?”

Actually, that is a very bad idea. But before I start, I know you’re going to tell me that some very successful people called (and still call) themselves renegades.

Well, I would say they succeeded in spite of the name they chose. They’re not renegades; they’re pack leaders. They just want to think of themselves as lone ranger super-heroes.

Reason #1 — Real mavericks don’t know they’re mavericks.

They are surprised when someone says, “You’re different.”

Pseudo-mavericks love being called mavericks. An online quiz invites you to summarize yourself in one word. I suspect a large number of those who take this quiz will end up as mavericks. In fact, someone wrote an article that introduced the quiz with, “I got Maverick. What’s yours?”

Once I was telling a friend, “I don’t know how they could tell I’m a maverick.”

My friend said, “I knew you were a renegade five minutes after we met.”

Here’s one way to tell. Fake mavericks brag about breaking the rules. Real mavericks won’t realize they’re breaking the rules. They’re just being true to themselves.

Reason #2: Real mavericks don’t have to tell you they’re maverick.

You know … even if you are a maverick yourself.

See reason #1 above.

Reason #3: There’s no special reason to hire someone because they’re a maverick or renegade.

Some mavericks are creatives who can help you think outside the box. Some are just different (and not always in a good way). Brand on your client’s benefits, not your weirdness.

This reason also applies when someone tells you to brand based on your curly hair. Yes, it happens.

Reason #4: Lots of people call themselves mavericks. You’ll be



Cathy Goodwin

Create a compelling marketing message that attracts your ideal clients through your unique selling story. http://cathygoodwin.com