When your brand needs more than a parent or friend
Just like teenagers benefit from having that special adult in their lives who’s neither mum nor dad nor one of the gang, your growing brand might need a critical friend when it hits certain developmental milestones. This checklist will help you work out if you’ve reached that stage where your brand is slamming doors and playing music too loud (metaphorically speaking, of course).
Yes, we’re going all academic for a bit – jumping into the things I learnt about at college as a baby youthworker. But, hopefully, in a way that is accessible and actually helps you get a handle on where your brand is, and what it needs right now.
See how many of these statements you can check off, and then get your result at the bottom (Just like in Cosmo!)
Identity formation & autonomy
In adolescent development, teens begin forming identities separate from their parents. Similarly, brands develop identities that may evolve beyond the founder’s original vision.
- Your original brand positioning feels a bit like those too-small jeans you can’t quite squeeze into anymore
- Team meetings about “who we are” end with everyone more confused than when you started
- You struggle to explain what makes you special when someone asks at a networking event
- Your brand voice sounds different depending on who’s doing the writing that day
- You find yourself saying “that’s not us” but can’t quite put your finger on what “us” actually is anymore
Peer influence & social navigation
Adolescents become increasingly influenced by peers and social contexts. Similarly, brands become more shaped by market forces, competitors, and customer feedback.
- Your customers are using your products/services in ways you never imagined (and you’re not sure whether that’s brilliant or terrifying)
- You catch yourself obsessively checking what your competitors are up to (more than you’d like to admit)
- Market trends are pulling you in multiple directions like a game of tug-of-war
- You’re spending more time reacting to what everyone else is doing than creating what only you can do
- You’ve found yourself mimicking competitors rather than charting your own path (and felt a bit rubbish about it)
Cognitive development & complex decision-making
Teens develop more complex thinking abilities but may lack the experience to make optimal decisions. Growing brands face increasingly complex challenges that require a balanced perspective.
- Decisions that once seemed straightforward now involve more stakeholders than a West End production
- You’re facing strategic questions that weren’t in any of the business books you’ve read
- “Analysis paralysis” is slowing your ability to move forward (and driving everyone mad)
- You catch yourself making decisions based on gut feeling when data is needed (or drowning in spreadsheets when your instincts are screaming at you)
- Your team members are bringing competing priorities that make your head spin
Emotional regulation & resilience
Adolescents experience intense emotions while developing regulatory skills. Growing brands experience volatility that tests their organisational resilience.
- Market setbacks or criticism feel personally devastating (even when intellectually you know they shouldn’t)
- Success makes you feel a bit too invincible about future prospects
- Team morale swings dramatically with each win or loss like you’re all on an emotional rollercoaster
- You find yourself making reactive decisions during stressful periods (and sometimes regretting them later)
- You struggle to maintain perspective during challenging times (is this normal or is everything falling apart?)
Risk assessment & boundary testing
Teens test boundaries as they assess risks and rewards. Growing brands must navigate calculated risks without being reckless or overly cautious.
- You find yourself either avoiding necessary risks or taking impulsive chances (with no middle ground)
- You struggle to evaluate the potential impact of new initiatives (will this be brilliant or a complete disaster?)
- You’ve experienced consequences from pushing boundaries without adequate preparation
- You’re unsure which established “rules” still apply to your evolving brand
- You question whether you’re playing it too safe or being too experimental
Communication & relationship development
Adolescents develop new communication patterns and relationship skills. Brands must evolve how they communicate as they grow.
- Your messaging resonates with early adopters but struggles to connect with new audience segments
- Internal communication breaks down as teams grow and specialise
- Customer relationships feel more transactional and less personal than before (and you miss the early days)
- You struggle to maintain consistent communication across growing channels
- Your brand story no longer captures the full breadth of who you’ve become
Future orientation & planning
Teens begin serious consideration of their futures. Maturing brands need strategic planning that balances immediate needs with long-term vision.
- Your original business plan now feels like it was written for a different company entirely
- Short-term demands consistently override strategic priorities (and you never get to the important-but-not-urgent stuff)
- You find it hard to articulate where your brand will be in 3-5 years without sounding vague
- Team members have conflicting views about future direction
- You struggle to balance immediate revenue needs with long-term brand building
Scoring your results
0-7 checks: Your brand may still be in its childhood phase – you generally know what you need and have clear direction. Continue nurturing your growth while preparing for adolescence.
8-14 checks: Your brand is entering adolescence. You’re experiencing growing pains that signal the need for more structured guidance and outside perspective.
15-21 checks: Your brand is in active adolescence. A critical friend would provide substantial value in helping you navigate this complex phase with confidence.
22+ checks: Your brand is in the throes of adolescent development. External perspective isn’t just helpful – it’s essential for healthy growth and development.
Why a critical friend matters at this stage
According to developmental psychologist Lev Vygotsky’s “Zone of Proximal Development” theory, growth occurs most effectively when guided by someone who can bridge the gap between what you can do independently and what you can achieve with skilled assistance.
A critical friend for your brand offers:
- Psychological safety to explore new ideas without judgement (no eye-rolling or sighs of exasperation)
- Cognitive scaffolding to help you reach higher-level strategic thinking without doing the thinking for you
- Balanced perspective that neither enables poor choices nor dictates solutions
- Skill transfer that builds internal capacity for future challenges
- Reflective dialogue that promotes deeper understanding of your brand’s identity and purpose
Just as adolescents emerge from their developmental stage with stronger identities and capabilities, brands that navigate this phase with the right support develop distinctive voices, resilient structures, and authentic connections that position them for sustainable success.
Ready to find your brand’s critical friend? Book a chat here and let me be your youthworker!