Tending to your brand through the seasons
Why shifting + shaping your brand matters more than you might realise
One of the biggest misconceptions about branding is that it’s a one-time design project — something you make and then move on from. But in reality, your brand is in constant motion. It goes beyond how your business looks and considers how it feels — to interact with and connect with.
Think of branding as less like a logo and more like a landscape. Strong brands don’t just present themselves, they express themselves, and adapt and deepen with the seasons. And at the heart of it all lies their purpose.
At the moment, I find myself moving from a season of Grounding to a time of Sowing — drawing on imagination and renewal as I review and refine the services for my studio, These Are The Days. It’s an exciting time: a chance to dream uninhibited, make space for play, and allow fresh momentum to build naturally.
This phase is often the most enjoyable for my clients, too — a chance to explore ideas freely, stretch creatively and discover the foundations for their best work.
Through my work, I’ve come to see business building not as a straight line but as a series of cycles we move through naturally as we evolve and mature. Each season brings its own challenges and offerings, and its own rhythm.
Over on the podcast, I’ve been speaking to business owners who are each at a different phase of the brand-building journey, reflecting a particular moment in the creative life cycle.
In the weeks ahead, I’ll be interviewing them about:
Sowing and seeding: Reflecting the early, tender stages of growth, where ideas take root and direction begins to form.
Growing and blossoming: The phase of nurturing identity and cultivating momentum, where ideas begin to bloom.
Harvesting and nurturing: Reaping the rewards of sustained effort and celebrating what you’ve shown up with and shared.
Grounding and deepening: Cultivating brand longevity and building structures that support meaningful and sustainable growth.
Later in this season of the podcast, I’ll share a final solo reflection, followed by a four-part bonus series: a deep dive into branding alongside a copywriter, illustrator and photographer — offering layered perspectives on branding from various creative angles.
Before we move forward, let’s ground ourselves in a shared understanding: what branding means — and why it matters.
The rest of this post is available for paid subscribers. Join us in the Brand Seasons Clubhouse, where we’re learning how to tend to our brands with care and creativity. I’d love to welcome you inside.