Branding 101: Advice from 30 Years of Brand Building

Wow, that makes me feel old. But it’s true, over the last three decades, I’ve worked with many brands from your local restaurant to Fortune 50. If you want my advice, read on.

More Than Just a Logo: Every touchpoint, every time

Branding is often misunderstood as being just a logo or a color palette, but in reality, it’s the entire experience a customer has with your business. Your brand is a promise. It's the gut feeling someone gets when they interact with your product, your website, or your team. And that gut feeling? Your ability to keep that promise is what keeps them coming back—or pushes them away.

For me, branding is the backbone of any successful business. It’s the story you tell the world about who you are, what you believe in, and how you’re different. A strong brand builds trust and credibility. It’s what makes you recognizable in a sea of competitors.

But here’s the kicker: you’re never truly “done” with your brand. Branding isn’t something you check off your to-do list, never to touch again. It grows, shifts, and evolves— or should—just like your business.

Telling Your Story, Your Way

We may all be tired of the “storytelling” advice from all the experts. But the reality is it does matter. Whether you’re a solopreneur or running a team of 50, your brand is telling a story every single day. It’s the way you speak to your audience. It’s how you present your values, your mission, your products, and your culture. People connect with stories, and the more authentic your brand feels, the stronger that connection will be.

In my experience, the brands that win are the ones that consistently show up as themselves. The ones that know who they are, who they’re talking to, and stick to it. When your brand reflects the heart of your business, it creates lasting connections. And those connections? They lead to loyalty, word-of-mouth buzz, and ultimately, growth.

Building a Brand that Reflects You

If you’re wondering where to start, my advice is always to get clear on your brand's “why.” Why do you do what you do? What gets you out of bed in the morning? Your “why” will serve as a compass for all the decisions you make about your brand.

Your visual identity, tone of voice, customer experience—these should all align with that core purpose. And listen, you don’t have to get it perfect from the get go. Most brands don’t. What matters is staying true to that vision and adjusting as you learn more about your customers and your business.

When to Consider a Change

Now, let’s talk about when to evolve your brand. Maybe your audience has shifted. Maybe you’ve expanded your offerings, or your vision has changed. If that’s the case, it’s probably time to reassess and consider a refresh.

And don’t mistake a refresh for starting from scratch. A refresh should build on the foundation you’ve already established. It’s an opportunity to realign your branding with where your business is today and where it’s headed. It’s like giving your brand a little tune-up—updating your visual elements, refining your messaging, and making sure you’re still hitting the mark with your audience.

Rebranding is not a remedy for everything wrong with your business. Despite the itch to add a new coat of paint, it’s not going to hide the deeper flaws of what’s not working for your customers. Proceed with caution.

The Power of Consistency

Right there with the dreaded call to authenticity is the need for consistency. Consistency is key. No matter how slick your website looks or how catchy your tagline is, if your brand doesn’t show up consistently across every touchpoint, you risk losing trust. And once trust is lost, it’s tough to win back.

Think about it—whether a customer sees your LinkedIn post, visits your website, or talks to someone on your team, they should feel like they’re interacting with the same company. That’s where the magic happens. The more consistent and aligned your brand is, the more people will recognize, trust, and ultimately choose you.