It’s time to embrace, not erase, the ‘b’ word

Reclaim your 'brand' with the Brand Seasons® Playdeck

Oct 18, 2024

You might be thinking the word ‘brand’ doesn’t apply to you, or perhaps the term itself repels you—especially when you think of its origins, tied to marking livestock with a hot iron. But branding has always been about more than marks of ownership. At its core, branding is about craftsmanship.

The origins of the word ‘brand’

With its roots in the Old Norse word "brandr," which evolved into Old English as "brand" or "brond," the term means “to burn.” The practice of marking livestock eventually expanded to the marks of craftsmen, signifying the origin of their goods.

In the 16th century, "brand" took on a new association with maker marks, helping artisans distinguish their work. From butchers to blacksmiths, these early logos highlighted quality.

This deep history shows that branding has always offered a way to stand out, and while the tools may have changed, the essence remains the same.

Reclaiming the ‘b’ word

In recent years, 'brand' has become a catch-all term, often losing its depth in the noise of consumerism and influencers. Many creatives and business owners find themselves distanced from the concept, seeing it as superficial, but I believe it’s time to reclaim it.

Branding isn’t just about design—it’s about experience and integrity. In my studio, I approach branding gently, playfully and thoughtfully, and aim to help my clients and community honour their work in the world by focusing on styling and stories that reflect their vision and values.

The Brand Seasons® Playdeck is an extension of this philosophy, designed to help brand makers, creatives, and business owners explore the deeper layers of their identity—shifting from surface level to something deeper.

Craft a brand that feels like home

The Brand Seasons® Method draws inspiration from the natural rhythms of life—offering an intuitive way to explore your brand, whether you're an experienced creative or fledgling business.

Branding is a process, and much like the cycles of the seasons, it requires patience.

My method guides you through four distinct seasons:

The Season of Sowing: A time for setting intentions, defining your strategy, and planting the seeds of your vision.
The Season of Blossoming: When style and aesthetics come to life, bringing clarity to how your brand shows up in the world.
The Season of Harvesting: A time to shape your narrative, drawing lessons from experiences and sharing your story.
The Season of Grounding: When your actions, stories, and values align, rooting everything in harmony and integrity.

By embracing these cycles, you can build your brand in flow, ensuring that each step is aligned with your vision.

Let’s explore how each season offers insights into the four core elements of branding—strategy, style, story, and substance—and how these principles apply to the Brand Seasons® Playdeck.

I also share some sample prompts and practices from the prototype of the card deck.

The Season of Sowing: setting your intentions

This is the beginning of your creative cycle—the moment to pause and consider what you want to grow.

Prompt:
What drives your creative practice, and what impact do you want your work to have on your audience?

Practice:
Write a brand mission statement that reflects your vision and values. Consider your audience and how you’ll serve them, ensuring that it feels purposeful and connected.

The Season of Blossoming: crafting your aesthetic

This season is where your identity takes visual shape. Bring your ideas to life through colour, design, and imagery.

Prompt:
How can you express your brand personality through visuals, and what elements bring your brand to life in a resonant way?

Practice:
Create a mood board with the colours, patterns, and textures that evoke the feelings you want to convey. Think of this as your visual compass.

The Season of Harvesting: shaping your story

This is a time of reflection, where you gather knowledge and insight and craft it into a meaningful narrative.

Prompt:
What personal experiences have shaped your creative path, and how do they influence your core principles?

Practice:
Create a timeline of key moments in your journey. Highlight the turning points and lessons learned, and use these to shape your origin story.

The Season of Grounding: anchoring in integrity

This season calls for authenticity and alignment, ensuring that your actions, stories, and visuals are in harmony.

Prompt:
Where can you strengthen the connection between your actions and values? How can you strengthen your brand integrity?

Practice:
Identify three ways to build trust. This could involve delivering regular content, honouring commitments and deadlines, or sharing social proof such as testimonials.

As you move through the cycles of strategy, style, story, and substance, each element informs the next. The Brand Seasons® Method encourages you to view your brand as a living, evolving entity. By embracing the natural rhythms of the seasons, you allow your brand to grow authentically, remaining true to its core while adapting to the world around it.

Pre-order the Playdeck

The Brand Seasons® Playdeck is a tool designed to guide you through this process, offering prompts and practices for reflection and action. If you’re ready to explore how this method can bring your brand clarity, you can learn more and pledge to back the Playdeck on Kickstarter.