Building a Brand from Scratch

Building a Brand from Scratch this image shows the brand style guide we built for LEAPS a childhood therapy, learning, and development center for young children with special needs.

Embarking on the journey of building a brand from scratch necessitates a forward-thinking approach. It’s crucial to grasp that a brand is a dynamic entity that will evolve over time. What you’re initiating now is merely the first stride in the right direction. This process demands a visionary mindset that can envision future possibilities and the potential impact of the brand. It’s not just about designing a logo, choosing colors, and selecting fonts; it’s about crafting an experience that will shape your customers’ perceptions of you.

When you start building a brand from scratch, you’re in a unique position. You don’t have customers yet, so you can define the customer experience and the emotions you want your brand to evoke right from the start. Some brands manage to impress their brand experience upon customers from the beginning, while others take longer to perfect. This is the challenge and beauty of creating a brand from nothing.

Envision Your Brand’s Future

Let your imagination run wild and envision the future of your brand. Where do you see your products and services in the marketplace? Where does your brand fit in? Who are the people your products will resonate with? While it might be tempting for new startups to target a broad audience, focusing on a specific demographic is often more effective. This targeted approach will naturally attract a fringe audience outside your core target. Over time, you can expand into new demographics, but it’s crucial to stay focused on your core audience initially.

Build Life and Meaning into Your Brand

Modern marketing is about more than just advertising. It’s about building a brand that feels, speaks, and connects with people on an emotional level. This is the most effective way to gain loyal fans. While advertising is essential for brand awareness, it’s not the primary customer acquisition method. Great brands attract fans who eventually become brand ambassadors, converting their friends and family to your brand. This approach values and understands the emotional connection between the brand and its audience.

The Incidentals: Logo, Colors, and Fonts

Of course, you need a logo, colors, and fonts. Still, these should be secondary to the overall brand experience you’re trying to create. Your logo should be iconic and simple and resonate with the memories and experiences associated with your brand. When people connect with your brand experience, they tend to love your logo and colors and wear them with pride.

The Local Impact of Building a Brand

There’s much more to be said about branding, and this is just scratching the surface. You might think you’re too small or local to be a brand, but that’s not true. Many small, local businesses have built strong brands that resonate deeply with their communities, making them local legends and sources of regional pride.

Building a brand from scratch is a journey that involves envisioning your future, focusing on a core audience, infusing life and meaning into your brand, and ensuring that your logo, colors, and fonts support the brand experience. By following these steps, you can create a brand that stands out and connects with people emotionally, turning them into loyal fans and brand ambassadors.

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I am proud to be a member of the Rockford, IL community right outside of Chicago. Do not hesitate to call me at 815.713.8940 or email