People are way more afraid of shark attacks than we should be. The reason we are is the same reason branding works for your organization to attract customers.
However, before we get to that, consider the following statistic. Since the year 1580, aka the year we started charting shark attacks, there have been a little over 2,000 shark attacks, of which 471 were fatal. Averaged over the whole period, that’s about six attacks per year, one of which is deadly.* It’s a remarkably small number given how much headspace it takes up for all of us. We fear sharks killing us, even though the amounts are objectively small.