Let’s talk about something that’s been on my mind a lot lately: the difference between building a business and building a brand. At first glance, they might seem like the same thing. After all, isn’t a brand just the face of a business? Well, yes and no. A business is about selling products or services. A brand is about selling an idea, a feeling, a story. And here’s the thing: in today’s world, where consumers are bombarded with choices, building a brand is what sets you apart.
Think about it. When you buy a pair of Nike shoes, you’re not just buying sneakers. You’re buying into the idea of “Just Do It.” When you sip a Starbucks latte, you’re not just drinking coffee. You’re buying into the experience of comfort, community, and a little indulgence. That’s the power of a brand. It’s not just what you sell—it’s how you make people feel.
So, if you’re running a business (or thinking about starting one), I want to challenge you to think bigger. Don’t just build a business—build a brand. Here’s how.
1. Start with Your Why (Because People Don’t Buy What You Do, They Buy Why You Do It)
This is the foundation of any great brand. Your “why” is your purpose, your mission, the reason you exist beyond making money. It’s what connects you to your audience on a deeper level.
How to Find Your Why:
- Ask yourself: Why did I start this business? What problem am I trying to solve?
- Think about the impact you want to have on your customers and the world.
Example: Patagonia’s “why” is about environmental sustainability. They don’t just sell outdoor gear—they sell the idea of protecting the planet. And their customers? They’re not just buying jackets; they’re buying into a movement.
Why It Matters: When you lead with your why, you attract people who share your values. And that’s how you build a loyal community, not just a customer base.
2. Tell Your Story (Because Stories Stick)
Humans are wired for stories. We remember them, we connect with them, and we share them. Your brand story is what makes you relatable, memorable, and human.
How to Tell Your Story:
- Be authentic. Share the highs and the lows, the successes and the struggles.
- Focus on the journey, not just the destination. How did you get here? What have you learned along the way?
Example: Airbnb’s story isn’t just about renting out spaces. It’s about belonging, about creating a world where anyone can feel at home anywhere. That story resonates with millions of people around the globe.
Why It Matters: A great story creates an emotional connection. It turns customers into fans and fans into advocates.
3. Create a Visual Identity (Because First Impressions Count)
Your visual identity—your logo, colors, fonts, and imagery—is the face of your brand. It’s the first thing people notice, and it’s what they’ll remember.
How to Create a Strong Visual Identity:
- Keep it simple. A clean, cohesive look is more memorable than something overly complicated.
- Be consistent. Use the same colors, fonts, and styles across all your platforms.
Example: Think about Apple. Their sleek, minimalist design is instantly recognizable. It’s not just a logo—it’s a statement.
Why It Matters: A strong visual identity builds trust and recognition. It tells people who you are before you even say a word.
4. Be Consistent (Because Trust Takes Time)
Consistency is key to building a brand. It’s about showing up the same way, every time, across every platform. Your messaging, your tone, your visuals—they should all feel like they’re coming from the same place.
How to Stay Consistent:
- Create a brand guide. Document your mission, values, tone, and visual elements.
- Train your team. Make sure everyone who represents your brand is on the same page.
Example: Coca-Cola has been consistent for over a century. Their red and white logo, their festive ads, their message of happiness—it’s all part of their brand DNA.
Why It Matters: Consistency builds trust. When people know what to expect from you, they’re more likely to stick around.
5. Engage with Your Audience (Because a Brand Is a Relationship)
A brand isn’t just something you create—it’s something you build with your audience. It’s a two-way conversation, not a one-way broadcast.
How to Engage:
- Listen to your customers. Respond to their comments, answer their questions, and take their feedback seriously.
- Show up on social media. Share behind-the-scenes content, host live Q&As, and celebrate your community.
Example: Glossier has built a cult-like following by engaging with their audience on social media. They don’t just sell makeup—they create a community of beauty enthusiasts who feel seen and heard.
Why It Matters: Engagement turns customers into advocates. When people feel connected to your brand, they’ll do the marketing for you.
6. Deliver on Your Promise (Because Actions Speak Louder Than Words)
Your brand is only as strong as the experience you deliver. If you promise quality, deliver quality. If you promise exceptional service, go above and beyond.
How to Deliver:
- Set clear expectations. Make sure your customers know what to expect from your products or services.
- Underpromise and overdeliver. Surprise and delight your customers whenever you can.
Example: Zappos is famous for their customer service. They don’t just sell shoes—they deliver an experience that keeps people coming back.
Why It Matters: Delivering on your promise builds loyalty. When people know they can count on you, they’ll keep coming back.
7. Evolve, But Stay True to Your Core (Because Growth Is Inevitable)
As your business grows, your brand will evolve. That’s natural. But no matter how much you change, stay true to your core values and mission.
How to Evolve:
- Listen to your audience. Pay attention to their changing needs and preferences.
- Innovate, but don’t lose sight of who you are. Stay true to your “why.”
Example: Netflix started as a DVD rental service, but they’ve evolved into a global streaming giant. Through it all, they’ve stayed true to their mission of entertaining the world.
Why It Matters: Evolution keeps your brand relevant, but staying true to your core keeps it authentic.
Final Thoughts: Your Brand Is Your Legacy
Building a brand isn’t just about making money—it’s about making an impact. It’s about creating something that resonates with people, something that lasts. So, if you’re running a business, I challenge you to think bigger. Don’t just sell products or services—sell an idea, a feeling, a story. Build a brand that people believe in, a brand that stands for something.
And remember, building a brand takes time. It’s not about overnight success—it’s about showing up, day after day, and staying true to who you are. So, go out there and build something worth remembering. Because in the end, your brand is your legacy.
Now, go make your mark. 🚀