In a world where anyone can start a business, launch a brand, and garner an online audience of thousands at the touch of a button, how do we cut through the noise?
While technology has brought a lot of beautiful changes to how we do business, there’s also an increasing number of brands and businesses that exist purely for profit, rather than for people. And while anyone can make money and “get rich quick,” not everyone can keep making money and create a lasting legacy.
So, how do we do that? How can you create something that really matters to people, a brand that transcends business as usual?
It starts with people, first. The best brands are made up of more than trendy designs and surface-level solutions; they’re a way of life that makes people feel deeply. The best brands aren’t just what you say you represent; they’re a culture you and your community co-create together.
Are you starting to see the pattern here, friend? You get to do more than just build a business; you get to create something rich and meaningful to people. You get to create a masterpiece.
So, how can you tap into a deeper form of creativity in your brand? Here are 3 main methods:
The beauty of a personal brand (or being the face of your brand) is that you get to use the things that make you YOU and share them with your audience to create connections. Your quirks, the way you see the world, the things you can’t stop talking about – that’s how we connect on a deeper level beyond the typical moodboard keywords that every brand recycles.
Although it might seem counterintuitive at first, what’s worked best for me is to set a specific time aside to journal and reflect on important moments in your story. Some helpful questions to ask yourself are “What am I obsessed with?” and “What moments changed my perspective on X topic?”
Even the things that seem small and insignificant can be bridges from you to your audience. This is how you build a brand that feels whole and full of life and substance.
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There are so many different ways to express your creativity when it comes to business. Each “department” like sales, marketing, product development, etc. is an opportunity to innovate your ideas beyond face value, which is also great for standing out in the market.
Something I’ve learned while going to school for Design is that your idea can always be taken a step further. For example, a social media post could be a carousel with text on it…or it could be something else. A voiceover reel, a mini movie, a stop motion video. The possibilities are endless, but the main takeaway here is that you can always develop your ideas more by combining two existing things or reimagining its format.
Chances are, you aren’t the same person you were when you first started your business. Or maybe even last year, or last month. I personally founded my business when I was 17 years old and fresh out of high school, so my life has changed drastically since then. The important part is that you let your brand grow, too. And even more importantly, bring your community into the journey with you. Show them the process and how you’re leveling up in real time, so they feel like they’re part of the story and vision.
Similarly to how a manager would ask a team for ideas to create buy-in on the work they’re doing, you can create opportunities for your community to be involved in your growth. This is something a lot of brands miss; they rebrand without sharing the process or take a lifechanging hiatus and come back totally transformed but neglect to fill in the gaps for their audience for all the time that was missed. If your brand is really about relationships and connection, how cold would it be to leave your people hanging in the midst of pivotal moments in your life or professional journey?
All of these principles boil down to being people-focused. Telling your story (repeatedly), staying connected to your audience, and going the extra mile will help you unlock deeper layers of your brand, which gives people more to care about and support.
A shallow brand gets shallow results from its audience. A deep brand can cultivate a deep community. Awaken your creativity and grow your brand’s impact.
Shyne Webster is a brand strategist, designer, Adobe Express Ambassador, and the founder of Designed by Shyne, among other hats she may wear. She started her first business at 17 years old and founded her studio a year later; today, at 20, she’s helped nearly one hundred brands grow. Shyne is a leader for fellow rebels and disruptors, blazing her own “bright orange trail” through the industry with her anti-hustle, human-first approach to brand building.
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