The New Branding Basics: Lessons From 20 Years of Building Brands

For our 20th anniversary at DesignGood, we’re going back to basics—but with a fresh perspective. Branding has evolved dramatically over the last two decades, but at its core, the principles of a strong, authentic, and memorable brand remain unchanged.

Today, in a world increasingly shaped by AI, automation, and digital overload, authenticity and human connection are more valuable than ever. With so much being computer-generated and templatized, what makes a brand real? How do you ensure your business doesn’t get lost in the noise? And what does it really take to build a brand that is magnetic, meaningful, and positioned for long-term success?

Branding isn’t just about logos, websites, or marketing strategies. It’s about the energy behind your business—the alignment, clarity, and intention that make your brand unforgettable.

What Is a Brand?

Let’s start with the basics. A brand is everything someone thinks about when they think about you and your business. It’s what you look like, what you sound like, and—most importantly—how you make people feel.

Your brand bridges the gap between you and the people who need what you offer. It is the physical representation of the important work you’re doing in the world—making it easier for your ideal clients to find you and feel confident that your offering will deliver the outcome they’re seeking.

Your brand is what’s out in the world 24/7, communicating on your behalf. It’s your footprint.

So, what is your brand saying—or not saying—about you?

How Do I Create a Brand?

It’s natural to think your brand is just your logo or your website—but it’s not. Your logo is simply a mark that helps your audience quickly recognize you. While your visual identity is a powerful tool that draws people in, makes you look professional, and helps you stand out for the important work you do, a brand goes much deeper than that.

You and your brand are one and the same—and chances are, you already have a brand whether you realize it or not. That’s why, at DesignGood, we talk so much about the connection between business, brand, and self. They are deeply intertwined, especially for service-driven businesses and purposeful entrepreneurs.

The goal is to create a brand that you can fully embody—one that feels aligned with who you are and intentionally speaks directly to the people you want to work with. Creating a brand is deep inner work. It requires getting clear on who you are, embracing your inner greatness (which can be challenging for many people), and intuitively tuning into the needs of your audience.

Your brand becomes the representation of all of these things—which is why we love branding so much. It’s more than just design or marketing. Fully aligned brands are powerful, transformational, and magnetic.

Let’s Talk Energetics

At DesignGood, we take an energetic approach to creating brands. You’ve probably heard before that everything is energy—and your brand is no exception. That’s why it’s so important to be clear about the message you want to send to your audience and that it communicates and demonstrates the transformative work you do.

Your brand is a tool for connection—not just to your audience but also to your purpose. Your business is often the vessel and vehicle for that purpose. When your business, brand, and purpose are fully aligned, profound personal transformation can take place. It’s not just about branding—it’s about embodying what your brand represents and stepping into the fullest expression of who you are and the impact you’re here to create.

To take that one step further, knowing that your brand is a tool to create more alignment between your purpose, your work, and the people who need your gift, it carries a powerful energy that actually connects you with the people you were meant to serve.

Brands help you become more visible, recognizable, and credible to your audience—the people who are already looking for exactly what you have to offer. Or it can help educate them—guiding them to recognize the value of what you do and why they need it.

A well-crafted brand not only attracts the right people but also inspires awareness, trust, and action. Sometimes, your ideal audience may not yet realize what they’re looking for, but through your brand’s clarity, messaging, and memorable presence, you can show them that the transformation they’re seeking is possible—and that you’re the person to help them.

When your brand is built with intention, it becomes more than just a marketing tool—it becomes a beacon that calls in the opportunities, connections, and clients that are truly meant for you.

Do I Need a Niche?

At DesignGood, we understand that many of our clients are not just one thing—they are a unique blend of talents, gifts, and experiences that don’t always fit neatly into a single category or industry. Like us, they play many roles: guides, teachers, coaches, creatives, consultants, and industry experts, all deeply attuned to the needs of those they serve.

It’s these diverse strengths and passions that set them apart—and we capture that in the brands we create. Our process uncovers the full scope of your abilities and the transformations you facilitate, providing clarity and guidance to support your vision. That’s why it’s so important to understand your audience, how your offerings meet their needs, and how to capture their attention and earn their trust.

Your brand should honor every aspect of who you are, helping you build a strong foundation for your business and future. You are the niche. That’s why having the right language to communicate with clarity, authenticity, and impact is so important.

When your brand reflects your true self, you naturally stand out for your uniqueness and effortlessly attract the opportunities, people, and partnerships that are aligned with your purpose.

How Do I Grow My Brand?

Growing your brand is about ensuring it is an authentic representation of who you are and the work you’re doing in the world. It’s about taking aligned action and sharing your wisdom and knowledge so the people who need what you offer can find you, connect with you, and trust you.

For purpose-driven business owners, putting yourself out there can feel counterintuitive—even a little uncomfortable. You started your business because you felt called to do this work and help as many people as possible, not because you wanted to be in the spotlight.

But here’s the truth: If people don’t see you, they can’t work with you.

When you don’t know what to say or where to say it, that uncertainty keeps you from being visible to the very people who need you most. And in that hesitation, you’re actually doing them a disservice—because the people who are searching for your expertise, your guidance, and your unique gifts can’t find you.

Creating a Brand That Supports Your Business Growth

At DesignGood, we believe that a brand should work for you—helping you show up with confidence, clarity, and ease. A well-built brand removes the guesswork, giving you the tools, language, and presence to attract aligned opportunities and clients.

After 20 years of building brands, one truth remains: A brand that is clear, intentional, and aligned will always be magnetic.

Are you ready to create a brand that truly represents you and the impact you’re here to make? Let’s build something powerful together.