Build a Brand not a Business

If you have dreamed of owning your own business, especially a creative business let me tell you  the number one most important thing… BUILD A BRAND not a BUSINESS. Even if you plan on being a product based business, even if you swear your calling is to make cat sweaters for the rest of your life, even if you have no idea what you want to make, Build a brand not a business.

A brand is about storytelling. A brand is about emotional connection. A brand is about your ideal customers, it is about the impact you want to make. It is more than your logo, your colors or your typography. Ultimately your brand is why you are willing to work 16 hour days, stay up late at night or work weekends to get it off the ground. 

Your brand is how your work will be revived in the world. But most importantly a brand can evolve, can grow with you. You bring your clients in, and take them on the journey with you. They become connected to your story, to your mission and what you stand for. So if your business started as a ceramic product based business but you decide to start offering illustrations or photography (hint this is what happened to me) your clients don't’ get whiplash. They are for you. For your story, for you why. A brand is resilient and adaptable.

The truth is you don’t know what you or your business is possible in five years, don’t limit yourself today. By building a brand you become timeless and something meaningful as you grow. Here is the key, know WHO you are serving and HOW. The process of discovering your brand is arguably more important than anything you may create or sell. Discovering your brand should happen before you start selling because it becomes the lens of everything in your business.