Building a brand isn’t just about designing a logo or picking a colour scheme—it’s about crafting a purpose, a story, and an identity that resonates.
“People don’t buy products; they buy feelings. What emotional response do you want your brand to evoke?”
1. Your brand begins with a purpose
Before anything else, get crystal clear on why your brand exists.
- What problem are you solving?
- Who is your brand serving, and how can you make their lives better?
- What’s the bigger picture that drives you forward?
Remember, your brand isn’t for everyone, and that’s okay. That’s great! It’s all about finding the right people who truly need what you offer.
2. Define your ideal customer
Now, it’s time to narrow your focus.
- Who are your ideal customers? What are their struggles, desires, and goals?
- What keeps them up at night, and how can you speak directly to those pain points?
- Your message needs to connect with them on a personal level, so speak their language, not yours.
3. What makes you different?
Here’s where you set yourself apart.
- Your brand requires a message that’s clear, bold, and direct.
- Focus on what makes you unique—the things that make people feel connected to your brand.
- Remember: People don’t buy products; they buy feelings. What emotional response do you want your brand to evoke?
4. Design your identity
Your brand’s identity is the visual language you’ll use to communicate all of this.
- Logo: Keep it simple, but make it meaningful. It should reflect your brand’s core purpose.
- Colours: Choose a color palette that feels right for your brand’s vibe—consistent and memorable.
- Typography: Stick to clean, readable fonts that fit your personality.
5. Build Your Online Presence
Today, your brand has to live where your audience spends their time.
- Whether it’s Instagram, LinkedIn, TikTok, or elsewhere—meet your audience where they hang out.
- Focus on delivering value before selling. Teach, inspire, and entertain.
- Share content that builds trust and helps people see your expertise.
6. Teach, Inspire, and Entertain
Your audience will begin to trust you when you give them something valuable. Share your knowledge, inspire them with your story, and entertain them with content that feels authentic.
TALEA Beer Co. as a perfect example
At The Growers, we love TALEA Brewing Co. because they’ve nailed what so many brands miss: a strong, distinct message that resonates with their audience. LeAnn and Tara didn’t just create great beer—they crafted an experience. Their focus on approachable, easy-drinking brews with a fruit-forward profile appeals to a broad audience, from casual drinkers to beer aficionados. And the best part? They’ve designed everything with intention, from their inclusive branding to their vibrant taprooms, which reflect the modern, welcoming vibe they want their customers to feel.
The creative work behind TALEA’s brand, done by IWANT, perfectly captures that vision. With a keen eye for design and storytelling, IWANT (iwantdesign.com) helped shape TALEA into more than just a beer—it’s a lifestyle. The colorful, design-forward taprooms and sleek packaging showcase how branding can shift perceptions and attract a diverse crowd.
TALEA is a perfect example of how a brand can carve out a unique space by knowing who they’re speaking to and embracing it fully, and at The Growers, we’re all about that kind of thoughtful, purpose-driven design.
In Summary
Now, let’s bring it all together. Answer these questions:
- Who are you? What’s your brand’s core identity?
- Who needs to know? Who is your audience, and how do they benefit from your brand?
- How will they find you? What platforms or channels will you use to reach them?
- Why should they care? What makes your brand worth their time and attention?
The journey of starting a brand isn’t about perfection—it’s about starting and getting better along the way. Don’t wait until everything is perfect. Start small, but think big. Is this helpful? Share it with someone who could use a little brand inspiration too.
