BRANDING
BUILD A BRAND
THAT ACTUALLY MATTERS
By Abbey Fullarton
Let’ s get one thing straight: branding isn’ t just about pretty logos or catchy taglines. It’ s not your business cards or product packaging. A real brand— the kind people remember and rally around— is built from the inside out. It’ s your reputation, your personality, your voice, your promise. It’ s why someone chooses you over the other guy.
If you’ re in business, you already have a brand. The question is: are you building it intentionally?
Here’ s how to build one that’ s not just polished— but powerful.
Step 1: Know Exactly Who You Are
Before you even think about colors or logos, define your identity in real terms.
What do you believe in? What frustrates you about your industry? What are you here to change— and why does it matter?
Start with your mission, vision, and values. Not the kind that live in a dusty slide deck, but the kind that guide real decisions: who you hire, what you offer, who you serve. If you try to please everyone, your brand won’ t stand for anything.
Your unique selling proposition( USP) is your edge. It might be your story, your approach, or how you make people feel. Whatever it is, lean into it— unapologetically.
Look at Patagonia. They’ re not just selling jackets— they’ re leading a mission. Sustainability and activism aren’ t just campaigns. They’ re core to who they are.
And give your brand a personality. If it were a person, how would it talk? Is it bold and witty? Calm and insightful? Down-to-earth and no-nonsense? That personality should come through in your messaging, visuals, and team culture. When your whole team gets it— and lives it— everything aligns.
Step 2: Keep It Consistent, Everywhere |
A great brand doesn’ t need a big introduction. It’ s |
recognizable, |
reliable, |
and |
cohesive— across |
every |
touchpoint. |
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Visually, your logo, fonts, and colors should feel like they belong to the same story. Don’ t pair a minimalist website with chaotic Instagram graphics. Disjointed branding creates confusion— and confused customers disengage.
But consistency isn’ t just visual. It’ s tone, language, even how your team answers emails. If you’ re punchy on social, don’ t turn into a robot in your proposals.
30 | TulipMediaGroup. com