Whether you’ve been in business for years or are just on the brink of launching your idea, it’s likely you’ve gone down the Google rabbit hole of what it takes to “start a business”.
You’ve come across countless tips, tools, and frameworks for getting started—guides on writing a business plan, launching a website, growing on social media, managing your finances… the list goes on and on.
But none of these strategies matter if you don’t have a strong BRAND.
It’s the difference between launching a service or product and creating a lasting legacy.
If you want engagement, customer loyalty, and sales, it’s time to shift your mindset — from business owner to brand pioneer.
Here’s how to do that.
A business is built on selling products or services.
A brand is built on purpose.
Why does your product/service exist? What value does it provide to your customers?
Why should the market give a sh*t about what you have to offer?
As a brand builder, you need to get super clear on your brand’s purpose, mission, and values. More than your products or services, it will be your brand’s purpose that resonates with your target customers. This drives engagement and nurtures customer loyalty.
First, write a mission statement that answers the question, “Why does this business exist and why does that matter?”
Break this statement down into a set of values. Reference these values to guide your business decisions.
Write a purpose statement that answers, “Why do we exist beyond making money?”
Break this down into a clear mission and set of values to guide decisions.
Your brand’s purpose should infiltrate every aspect of your business — your company culture, customer service, messaging, product development, and marketing.
Next, review your business operations and ensure they align with your purpose and values. Develop a brand playbook that your team can follow, maintaining the integrity of how your business operates and communicates.
Then, craft a compelling brand story that outlines your purpose and how it drives what you do.
This story should be clear, consistent, and woven throughout your messaging across all channels. You can further humanize your brand by sharing its challenges, stories, and triumphs. Encourage the sharing of user-generated content and stories to further show your commitment to your customers.
Getting clear about what your brand stands for, why it cares, who it serves, and where its headed will help you establish a powerful identity rather than just a business entity.
Design a brand that’s memorable and packed with personality. This should extend beyond your messaging and into a relevant, unique visual identity.
And sorry, a Canva logo created in a weekend isn’t going to cut it.
For one, colors evoke certain emotions, and not all emotions are suited for certain businesses:
Choosing the right colors for your brand means aligning your visual identity with the emotions you want to elicit in your audience. This takes some creative thinking and some understanding of color and buyer psychology.
Also, a cohesive brand identity includes typography, aesthetics, iconography, and many other elements.
Typography helps set the tone for your brand — and the choice of font can significantly influence how customers perceive your business (whether it’s professional, approachable, innovative, etc.)
Aesthetics (such as design style and color palette) create a visual language that aligns with your brand’s personality. A minimalist aesthetic might suit a luxury brand, while a bold, vibrant design could be perfect for a creative or alternative brand.
Then iconography, such as logos and symbols, plays a key role in brand recognition. Think about how Nike’s swoosh instantly conveys movement and performance, or how Apple’s apple is synonymous with simplicity and innovation. These logos are iconic for a reason.
When it comes to your brand’s visual identity, every element should come together to communicate a specific story, value, and purpose.
Once established, the consistency of your branding across platforms builds recognition and nurtures an attentive, loyal customer base.
A brand is more than just a collection of “assets” (website, social media platforms, products, etc.). It’s really built on a community — a community of real people, with real needs, and with genuine connections to the products or services you offer.
One of the keys to building a successful (i.e. profitable) business is nurturing a community that cares. To do that, you need to understand how customers feel about your brand. And you have to give a d@mn about their feedback.
Customers are more likely to invest in your brand when they feel understood and valued. They don’t just want to buy—they want to belong.
This goes beyond traditional market research. You need to actively listen to their input. Then, it’s essential to act on it — whether through improvements to your products, updates to your services, or even small changes in your communication style.
When customers see their voices reflected in your brand experience, it strengthens their trust and loyalty.
These are essentials for any brand owner looking to grow a community:
A strong community carries a brand well into a future, whereas a soulless business fades to oblivion.
The “typical” business model says you need to be everywhere at once. But an impactful brand pioneer knows the power of carving out a unique space, owning it, and building a passionate community.
Take the brand, Glossier, as an example.
This is a brand that started as a blog. They successfully carved out a unique space online (the blog), prioritizing community-building over traditional marketing. This was in the infamously crowded beauty industry. By forming a direct connection with their audience, posting helpful content and sharing real-life experiences, they’ve grown to become one of the most relatable and enviable brands in the space.
You don’t need to be on every platform at once.
You just need to know where your people are — and then show up!
For B2B brands, that might be on LinkedIn, networking through in-person events, or leveraging strategic partnerships.
For B2C brands, it might mean focusing on platforms like Instagram, TikTok, or Pinterest, sharing content where your target audience is most active.
There are so many marketing platforms out there. But few brands have the resources to be everywhere, nor should they be. Focus on the space (or spaces) that matter most to your prospective customers, and then show up with consistency.
Make sure customers know where to expect you. They’ll then come to rely on your messaging, posts, and community involvement, and start to feel like part of your story.
Long-lasting brands prioritize influence over sales. Because influence becomes engagement, engagement becomes loyalty, and loyalty leads to life-long value (in terms of, yep, sales!).
Focusing on sales and profit is short-sighted. Maybe you’ll have a good month. Maybe a good year. But sooner or later, you’ll be spinning your wheels, either trying to keep up with volume or compromising on quality.
If you want a sustainable business model that generates revenue seemingly on autopilot — and mitigates the risk of running out of steam — you’ll want to find ways to collaborate, influence, and expand.
Collaborate: Partner with like-minded, purposeful brands, influencers, and organizations that want to co-create products, experiences, and communities. These collaborations can expand your reach and establish your brand as part of a larger ecosystem.
Influence: Show up with authenticity and purpose. As soon as your content starts to be all about the sale, you’re at risk of losing engagement and influence. Build relationships with your audience by sharing valuable content, thought leadership, social proof, and stories. Become a trusted resource in your industry, not just another voice in a crowded marketplace.
Expansion: If applicable, look for opportunities to diversify your offerings. “Growth” doesn’t always mean offering more; it could mean offering better. Improve your products and services based on customer feedback. If expansion is your game, consider tapping into new demographics, markets, and niches. But don’t lose your identity.
More revenue is great, but don’t get distracted by the noise that tells you to “do more”. Impactful brands prioritize quality over quantity, building stronger connections with their audience to establish trust and credibility.
This, in turn, leads to more sales and a longer brand legacy.
There are a handful of brands that have done extremely well in building a powerful identity rather than just a business entity. These are brands you’ve likely heard of because 1) they’re awesome, 2) they’re memorable, and 3) they’re purposeful.
And here’s how they do it well.
Liquid Death took a simple product — water — and turned it into a bold, rebellious brand. With its punk-rock aesthetic and edgy marketing campaigns (“Murder Your Thirst!”), Liquid Death doesn’t just sell a product, it makes a statement. The brand embodies sustainability (using 100% recyclable aluminum cans), which aligns with its socially responsible yet commercially disruptive identity.
Even if you’ve never seen Aesop, you’ve probably smelled them.
Aesop is a beauty brand that blends luxury with simplicity, offering high-quality skincare products with natural ingredients and a “growing repertoire” of unmatched scents.
Their retail spaces are known for their minimalist designs, with the brand’s commitment to sustainability woven throughout its product lines and aesthetic. Aesop has designed an experience around self-care that appeals to the soul and the senses.
SoulCyle is a popular cult fitness brand offering intense, high-energy cycling classes. It’s is known for its loud and proud commitment to personal empowerment and community, with bright yellow branding and in-your-face messaging. If you want to headbang, sing, and scream while sweating it out on a stationary bike, SoulCycle is the cult class for you.
Until Ben & Jerry’s came onto the scene, ice cream branding was pretty boring. But then this company popped up with its wonky flavors (like “Phish Food” and “Cherry Garcia”), silly stories, and progressive brand values. They’ve been a strong advocate for social and environmental causes, often using their platform to promote issues such as climate change awareness and racial justice. This has landed Ben & Jerry’s in the political hot seat from time to time, but their customers love them for it. And they make some dang-good delicious ice cream.
If you want to build a business that stands out, drives sustainable sales, and tells a powerful story, you’ll need a BRAND plan.
At The Web Edit, we specialize in helping business owners revolutionize their messaging and marketing with compelling content and design. Don’t let your business fade to the background. Build a brand that create lasting impact, attracts ideal customers, and solidifies its legacy in your industry.
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