How to Build a Brand That Actually Sticks

Starting a business is exciting, but turning that business into a brand? That’s where the real magic happens. A brand isn’t just a logo or an aesthetic colour palette. It’s the feeling people have when they see your name, hear your story, or use your product. It’s what makes your business memorable, trustworthy, and, ultimately, successful.

Think about the world’s most iconic brands. They’re not just a logo or a colour scheme. They make us feel something. Whether it’s trust, excitement, nostalgia, or belonging, the best brands stick in our minds because of the experiences they create, the stories they tell, and the values they uphold. It’s everything they do, not just how they look, that makes them unforgettable.

If you’re a founder (or thinking about becoming one), building a brand that lasts should be at the top of your to-do list. And at Blackline, we know that process inside out. Let’s break it down.

Start with Why: What’s Your Purpose?

Every great brand starts with a strong ‘why’. Why does your business exist? What change do you want to make? People don’t just buy products, they buy into stories and values. If you can clearly communicate what you stand for, you’ll attract customers who align with your vision.

Write down your mission and vision. If you struggle to define it, you might need to dig deeper before jumping into visuals and marketing.

Know Your People: Who Are You Talking To?

A brand isn’t for everyone – it’s for the right people. The clearer you are about your audience, the better you can shape your messaging, design, and marketing. What do they care about? What challenges do they face? What language do they use?

Create a customer profile that outlines their demographics, interests, pain points, and shopping habits. This will help to shape everything from your website copy to your Instagram captions.

Get Your Visual Identity Right (Spoiler alert: it’s more than just a logo)

Your brand’s visual identity is your first impression, and first impressions count. This includes your logo, typography, colour scheme, and imagery. But more importantly, it should all tie back to your brand personality. Are you bold and rebellious, or soft and sophisticated?

Invest in a cohesive brand identity that tells your story at a glance. Need help? Our Blackline Originals subscription packages offer brand design support to get you looking sharp from day one.

Nail Your Brand Voice

Your voice is just as important as your visuals. Whether you’re witty, professional, conversational, or poetic, your tone should be consistent across your website, emails, and social media. A clear voice makes your brand recognisable and relatable.

Define a few key words that describe your brand’s personality and make sure your messaging reflects them. If you need help crafting copy that resonates, we’ve got you covered.

Be Where Your Audience Is (And Show Up Consistently)

Your brand doesn’t live in a vacuum. Whether it’s Instagram, TikTok, LinkedIn, or a newsletter, you need to meet your audience where they are and engage with them regularly. The best brands don’t just sell; they connect, educate, and entertain.

Choose a couple of platforms where your audience is most active and focus on showing up consistently with valuable content. (And if content creation feels overwhelming, we can handle it for you.)

Build Trust

People buy from brands they trust. And trust is built through transparency, authenticity, and proof. This means sharing customer testimonials, behind-the-scenes stories, and results that show your product or service actually delivers.

Start collecting and showcasing customer reviews. Share your journey (the highs and the lows!) so people can connect with the human side of your brand.

Evolve and Adapt (Your Brand is a Living Thing)

Brands aren’t static. They evolve as you grow, as your audience shifts, and as trends change. The key is to stay rooted in your core values while being flexible enough to refine and improve over time.

Regularly audit your brand to make sure it still reflects who you are and what your audience needs.

Need Help Bringing Your Brand to Life?

Building a brand is a journey, and you don’t have to do it alone. At Blackline, we offer creative and strategic support through our subscription packages, whether you need branding, copywriting, or ongoing content to keep your audience engaged.

Got questions or need guidance? Get in touch! We love talking brands.