Crafting a thoughtful brand

Approaching branding + business with patience + purpose

What does branding mean to you?

In my experience, there is so much emphasis on visuals. And as a designer, I know this matters. But the first step towards crafting a thoughtful brand is rarely about the look. I believe that it’s all about the feel. Because this leads us to the heart of what makes a brand truly impactful: its ability to awaken emotion.

Long before she established a subscription service of the same name, I learned of the phrase “find what feels good” through Yoga with Adriene. These four simple words have become something of a mantra for me, a short and swift reminder to sidle back into alignment.

And the reason I (and countless others) revisit her annual yoga ‘retreat’ lies not just in the practice, but in her language. If you pay close attention, you’ll notice the drip, drip, drip of words, phrases and messages that offer a soothing backdrop to her videos, and she adopts the same familiar tone and style in her letters, socials and website.

Her approach is meaningful and memorable because she creates everything in the spirit of mindfulness, playfulness, and storytelling. I believe there’s so much we can learn from this when building an emotionally connected brand. A brand that's not just seen but deeply felt.

Branding with patience

This emotional piece naturally brings us to the importance of a mindful approach.

Two things that prevent a brand from being understood are the pressures to act swiftly or begin anew. But instead of rushing ahead or starting over, I advocate for doing things well and then enhancing them.

The journey towards a considered brand isn't a sprint; it's a process of adaptation, one where we’re ever-reaching yet firmly rooted. Approach it slowly, simply, and sustainably. Consider where you want your brand to be, keep one eye on that goal, and begin crafting with consistency.

If you can forget about making hasty decisions, you can allow space for thorough research and careful refinement. This will lead to a richer experience for clients, readers or subscribers; it's an opportunity to consider our place in the world, and what we bring to it.

A practical example of this approach in action can be seen in the evolution of Brand Seasons. Initially, my goal was to create a framework and grow it into a podcast and product. These plans are underway, yet this “hub” has steadily evolved into a playground for other creative and writing endeavours. There’s been a natural unfolding, which has led me to embrace my writerly aims and create a membership.

Business with purpose

In a recent blog for The Slow Living Guide, I explored the six principles of slow design. At its core, the slow design movement is about taking a more considered and holistic approach, and while it largely applies to products, I think the principles are helpful to consider in the context of branding and business.

1. Reveal

This element highlights the less visible aspects of a brand, such as the approach to shaping products or services. It can also involve storytelling; taking your community behind the scenes, sharing a day in your business, or exploring the motivations behind your creations. This is something I apply by sharing the progress of the Brand Seasons podcast, playdeck and paper in a series of posts that showcase my framework in action.

2. Expand

A conscious audience seeks to understand the broader impact of a brand, not just its products or services. You can illustrate this by detailing the journey from raw materials to final products, or initial ideas to creative output. Connect with your people through your origin story and invite them to do the same. I’m excited to apply this when I begin expanding on my book writing plans over the coming months.

3. Reflect

This principle fosters reflection and connection by inviting us to examine our why. It is essentially about communicating your purpose and the rationale behind your business or practice. Sharing this story will draw in the clients, customers and connections who get you. This can, of course, relate to attracting other readers and writers into your space, too! These elements can be applied to all creative endeavours.

4. Engage

Collaboration is key to slow design, and I believe it’s vital to crafting a thoughtful brand. Nothing remarkable was created in a vacuum. So my advice is to actively involve your audience in developing your business, products or services. Or even your creative practice! Crowdsource ideas and empower your community to shape your offerings, because nothing builds rapport quite like it.

5. Participate

This aspect focuses on bringing clients, readers and subscribers into the creative process, emphasising a coordinated and collective approach. It involves soliciting feedback on your branding and creations, or products and services, and fostering a sense of shared ownership. The thing I love most about this is that it encourages loyalty and slowly but surely builds a community of advocates.

6. Evolve

A brand that shifts is a brand that thrives. Open communication and ongoing feedback integrate your audience into your creative journey. Evolution in your products and services ensures relevance and forges a stronger bond with clients, readers and subscribers, who become co-creators of your brand story. If they feel a connection with you, they’ll follow you as your brand grows.

Can you see how taking a more thoughtful approach can transform your brand into an emotionally resonant force? I’d love to know if you decide to delve into the slow design principles as a guide to reveal, expand, reflect, engage, participate, and evolve your own brand in meaningful ways.

"Branding is the process of connecting good strategy with good creativity."

— Marty Neumeier

Building your brand

Over the coming months, you can anticipate posts on branding and business and glimpses behind the scenes of my projects. And for those seeking to infuse their lives and work with more curiosity and creativity, rest assured, I've got you covered, too!

I’m also nurturing my paid community after welcoming several members. So, if you’re curious to join, I’d love to welcome you into the fold. My annual subscription is intentionally low-cost and light touch so as not to overwhelm you but encourage you. I want this to be a supportive and spacious experience with resources you can learn from and act on!

This month, I invited members to introduce themselves, ask questions in a branding clinic, and begin reading the Austin Kleon trilogy. Throughout this season, I’ll also be sharing branding resources to help them get those all-important foundations in place.

Note: If you’re unable to afford a subscription, please don't hesitate to email me.

As a free subscriber, you can enjoy articles and essays exploring the rhythms of our creative lives and work, written through the lenses of curiosity, creativity, and connection.

If you’re ready to craft a brand that feels like home and access exclusive insights and resources, consider upgrading to join my Brand Seasons paid community. Here, I support you with a gentle, nurturing, and playful approach to brand strategy, styling, and storytelling. I’d love to welcome you!