Crafting a thoughtful brand

From the archive: branding with patience + purpose

If you want to craft a brand that feels like home, this repurposed article from the archive is a good place to start.

It blends ideas of mindful branding, emotional connection and the principles of slow design with concepts you can apply to your own business or creative practice. I’ve opened it up from behind the paywall this weekend so you can enjoy it freely.

If you’d like to read more branding posts, join the Clubhouse this weekend and enjoy 20% off for as long as you stay.

What does branding mean to you? In my experience, there is so much emphasis on visuals. And as a designer, I know this matters. But the first step towards crafting a thoughtful brand is rarely about the look. I believe that it’s all about the feel, which leads us to the heart of what makes a brand truly impactful: its ability to awaken emotion.

Long before she established a subscription service of the same name, I learned of the phrase “find what feels good” through Yoga with Adriene. These four simple words have become a mantra for me, a swift reminder to shift back into alignment. And the reason I (and countless others) revisit her annual yoga ‘retreat’ in January lies not just in the practice, but in her language. If you pay close attention, you’ll notice the drip, dzrip, drip of words, phrases and messages that offer a soothing backdrop to her videos, and she adopts the same familiar tone and style in her letters, socials and website.

Her approach is meaningful and memorable because she creates everything in the spirit of mindfulness, playfulness and storytelling. It’s also steady and seamless. We can rely on it. And I believe we can learn from this when building an emotionally connected brand.

Branding with patience

Two things that often hold a brand back are the pressures to move quickly or to be perfect. Instead of chasing either of these things, I believe in adopting a softer pace: begin where you are, do what you can with care and refine along the way.

For a business, personal or writer brand, it’s not about getting everything right from the start. It’s about being patient, making space to notice and working with what we have. For me today, that looks like repurposing this older article instead of pushing myself to write something brand new. And I share that not as an apology, but as a reminder that imperfect progress is still progress.

When I reflect on the origins of this space, Brand Seasons began as a simple branding framework with plans for a podcast and product. But, over time, the scope has widened, and it’s become a playground for other creative and writing projects. That unfolding only became possible because I resisted the urge for perfection and allowed the brand to evolve at its own pace. Not always easily! But my patience has led me to embrace my writerly aims, among other things, and show up in the spirit of trying.

Business with purpose

In a recent blog for The Slow Living Guide, I explored the six principles of slow design. At its core, the slow design movement is holistic, and while it largely applies to products, the principles are helpful to consider in the context of branding and business.

1. Reveal

This is about the less visible aspects of a brand. It can involve strategy but also storytelling; taking your community behind the scenes, sharing a day in your business or exploring the motivations behind your creations. This is something I apply by writing about the progress of my projects and sharing diaries.

2. Expand

A conscious audience seeks to understand the broader impact of a brand, not just its products or services. You can illustrate this by detailing the journey from raw materials to final products, or initial ideas to creative output. Connect with your people through your origin story and invite them to do the same.

3. Reflect

This principle fosters reflection and connection by inviting us to examine our why. It’s about communicating your purpose and the rationale behind your business, practice or writing. Sharing this will draw in those who get you. This can, of course, relate to attracting other readers and writers into your space, too!

4. Engage

Collaboration is key to slow design, and I believe it’s vital to crafting a thoughtful brand. Nothing remarkable was created in a vacuum. So my advice is to actively involve your audience in developing your business, products or services. Or even your creative practice! Crowdsource your ideas. Empower your community.

5. Participate

This aspect focuses on bringing clients, readers and subscribers into the creative process, emphasising a coordinated and collective approach. It involves gathering feedback and fostering a sense of shared ownership. The thing I love most about this is that it slowly but surely builds a community of advocates.

6. Evolve

A brand that shifts is a brand that thrives. Open communication and ongoing feedback integrate your audience into your creative journey. Evolution in your business or practice ensures relevance and forges stronger bonds. People want to become co-creators. If they feel a connection with you, they’ll follow along.

Can you see how taking a more thoughtful approach can transform your brand into an emotionally resonant force? I’d love to know if you decide to delve into the slow design principles as a guide to reveal, expand, reflect, engage, participate and evolve your own brand in meaningful ways.

Join me in building your brand

This summer I’ve welcomed several new members into the Brand Seasons Clubhouse, and I’d love for you to join us too.

On Friday 5th September I’m hosting a Campfire Session on nurturing a brand ecosystem (with a replay available if you can’t make it live). Over the autumn months, I’ll be sharing more posts on branding and business but with a special focus on storytelling. You can also take part in my Shape Your Brand Story challenge and enjoy glimpses behind the scenes as I continue writing the Brand Seasons Playbook.

The Clubhouse is designed to be light-touch. A space filled with resources you can dip into, learn from and put into practice.

As a free subscriber, you receive articles and essays exploring the rhythms of our creative lives and work, written through the lenses of curiosity, creativity, and connection. I also host a podcast with a blend of solo reflections and guest conversations.

If you’re ready to craft a brand that feels like home, you can add on access to my branding posts and my all new Paper Trails series.