14 Pieces of Advice for Your Younger Self About Brand Strategy
Brand strategy is a critical component of business success, shaping how companies are perceived and valued in the marketplace. This article presents expert insights on crafting an effective brand strategy, offering valuable advice for professionals at any stage of their career. From focusing on clarity and consistency to prioritizing customer experience, these tips provide a roadmap for building a strong, authentic brand that resonates with target audiences.
- Focus on Clarity, Consistency, and Connection
- Design Your Brand Around Your Ideal Life
- Prioritize Customer Experience Over Visuals
- Build Meaningful Relationships With Your Audience
- Embrace Authenticity Over Polished Perfection
- Craft a Distinct, Unapologetic Brand Voice
- Develop Core Values and Compelling Narrative
- Prioritize Sharp Positioning Over Visual Identity
- Create Connections Through Purpose-Driven Messaging
- Simplify Your Value Proposition for Easy Sharing
- Align Operations With Brand Promise
- Target Specific Audiences for Stronger Resonance
- Cultivate Authentic, Consistent Brand Identity
- Establish Clear Positioning Before Creative Design
Focus on Clarity, Consistency, and Connection
I'd tell my younger self, "Your brand is not your logo--it's how people feel after every interaction with you." Early on, I wasted time perfecting visuals and taglines instead of focusing on clarity, consistency, and connection.
What I wish I knew? That brand strategy starts with knowing exactly who you're for, what pain you solve, and why anyone should care. It's not about being clever; it's about being remembered for something specific. Once we nailed that in our own business, everything--from content to offers to growth--clicked into place.
So here's my advice: Get crystal clear on your positioning before you worry about design. Ask yourself, "What do I want to be known for?" Then repeat that relentlessly. The market doesn't reward the most creative brand; it rewards the clearest one.
Design Your Brand Around Your Ideal Life
When I was starting out, I thought brand strategy was about clarity, consistency, and positioning — and yes, it is. But I missed the bigger picture.
The truth is, your brand isn't just how others see you — it's how you choose to live.
If I could go back, I'd tell myself this:
Don't build a brand around what makes money. Build a brand around how you want to live.
Because I didn't.
Early on, I followed every tactic — funnels, positioning, niche clarity. I hit £10k/month and felt like I'd made it.
But I was miserable.
I'd built a brand that made money but trapped me in a business I didn't enjoy.
That was the wake-up call.
So I pivoted. I asked myself: What kind of problems do I love solving? What kind of clients do I want to work with? What does "enough" money look like, and how do I want to spend my days?
That changed everything.
Brand strategy suddenly wasn't just about market fit — it was about life design.
Now, every brand decision I make is filtered through three questions:
1. Does this move me toward the lifestyle I want?
2. Will this still excite me in two years?
3. Does it give me time, not just income?
If I were starting again, I'd skip the guesswork and start there.
Because the danger isn't failure. The danger is succeeding at building the wrong brand, the wrong life — and waking up stuck.
That's what I told my friend on the hill that day.
Start your side hustle now.
Design it with intention.
Then grow it, patiently.
Not to escape your job — but to build a brand that's actually worth living in.
Prioritize Customer Experience Over Visuals
When I was younger, I thought my portfolio was everything. Good work is important, but there are many other things potential clients care about that I have now integrated into my branding. I wish I had known how far just being on time, kind, and helpful would get me. Graphic design isn't only about providing beautiful visuals; it's also about customer experience. Your brand strategy needs to get at the heart of what your customers really care about, which might not be what you think. My advice would be to ask current and prospective customers what they really want and yearn for. Conduct interviews, reach out to your network, and do as much research as you can about who you serve and how your company can genuinely help them succeed.
Build Meaningful Relationships With Your Audience
If I were going to make one recommendation to my previous self about brand strategy, it would be to make building real, meaningful relationships with your audience a top priority from day one. When I first began, I spent so much time obsessing about logos, colors, and messages—things that, naturally, matter—but had yet to learn just how much more a brand is than what it looks like. It's about connecting with individuals, understanding what they require, and having them hear and feel you.
What I wish I'd understood is how critical it is to listen to your people. In the early days, I used to think brand strategy was something that was driven from the top-down and that we needed to stick to an instilled vision. But I see now just how much sway there is in creating a space where your listeners feel that they can have their say, bring their suggestions, and help define the company's future. Some platforms demonstrate this—by enabling businesses to interact with customers directly, share thoughts, and offer comments live, brands can stay in the running and build enduring relationships.
The second thing that I would have liked to know is just how crucial it is to be open and flexible when evolving. Because as your brand evolves, of course, the needs and interests of the audience also grow, and being able to adapt changes to your strategy in response to this is crucial. In the new age, consumers expect brands that evolve with them and keep evolving along with what matters most to them. Thus, if I were to give my younger self a piece of advice, it would be to take more time working with your community and be open to changing the brand to fit what they require. That's how you create a brand that speaks and lasts.
Embrace Authenticity Over Polished Perfection
I'd tell my younger self to stop trying to sound impressive and start trying to sound real. Brand strategy works best when it feels honest, not overdone. In the beginning, I spent too much time polishing the surface and too little time understanding what truly mattered to the people I was trying to reach. I wish I had known that clarity builds faster than perfection. The more your brand sounds like you, the easier it becomes for the right people to find you and stick around.
Craft a Distinct, Unapologetic Brand Voice
Own your distinct point of view from day one—and build everything around it. When I first started, I thought having a polished brand meant fitting into what was already successful in the market. I wish I had known earlier that true brand power doesn't come from blending in; it comes from being the most unmistakable, most unapologetic voice for a specific type of transformation or value.
If I could go back, I would remind myself that every service, product, and piece of content needs to ladder back to a signature perspective—whether it's about visibility, pricing confidence, brand positioning, or building trust. Branding isn't just how things look; it's how consistently and courageously you communicate what you stand for, even before you feel "ready." That's how you attract not just any audience but the right one that grows with you.
Develop Core Values and Compelling Narrative
If I could give one piece of advice to my younger self about brand strategy, it would be to invest more time in defining the core values and mission of the brand from the very beginning. When I first started out, I focused heavily on the tactical side--creating a great product, building a website, getting the word out--but I didn't spend enough time crafting a clear, compelling narrative that connected emotionally with our target audience.
Looking back, I realize that a strong brand is more than just a logo or a catchy tagline; it's about communicating a consistent message that resonates with people at a deeper level. A brand's core values, its purpose beyond just making money, should be the foundation upon which every decision is made, from marketing strategies to customer service to product development.
The mistake I made early on was not fully understanding the power of storytelling in shaping a brand's identity. I now understand that people don't just buy products or services--they buy into the stories, the values, and the emotional connections that brands offer. If I had focused on building an authentic brand story and aligning every aspect of the business with that story, I believe we could have created a stronger bond with our customers from the start.
The lesson I learned is that brand strategy isn't just something that happens at a certain stage of business--it's something that should evolve with you, but always be rooted in the original vision and values. If I had placed more emphasis on this earlier in the journey, I think we would have seen stronger, more loyal customer engagement right out of the gate. My advice to anyone starting out would be: Take the time to develop your brand's essence, because it's the thread that ties everything together as you grow.
Prioritize Sharp Positioning Over Visual Identity
Brand strategy isn't about impressing people; it's about clarity over cleverness. When I first started, I wasted too much time chasing what looked good—fancy mood boards, slick logos, and witty taglines. What I wish I had known back then is this: if your positioning isn't razor-sharp, no amount of visual identity can save you.
I remember working with a client who had an amazing aesthetic but couldn't explain what they actually did. Every pitch was confusing. They looked premium but sounded generic, and it cost them high-ticket deals. Today, I push every founder to answer three things before we even start: who is this for, what problem are we solving, and why now?
If I could go back, I'd tell myself—get obsessed with the message first. That's where real traction begins. Everything else should follow.
Create Connections Through Purpose-Driven Messaging
Focus less on the logo and more on the meaning behind it. Early in my career, I thought brand strategy was mostly about visual appeal--the right colors, fonts, and a polished website. But over time, I learned that strong branding runs much deeper. It's about how people feel when they engage with your business, and whether they trust you enough to come back.
One example that shaped this view came from a campaign that checked every creative box but fell flat. Despite the visuals, the message lacked connection. When we refocused on real customer voices and simplified our story, engagement spiked. The difference wasn't design--it was clarity and honesty.
If I could give my younger self advice, it would be to listen more--especially to your audience. Pay attention to what's not being said and don't confuse branding with decoration. A brand isn't built to impress; it's built to connect.
Tip: Start with your purpose and let it guide every message. Authenticity always outlasts aesthetics.
Simplify Your Value Proposition for Easy Sharing
At SpeakerDrive, things changed when we stopped trying to sound clever and focused on helping people retell our value easily. Once we started saying, "We help keynote speakers land more gigs by giving them the same tools sales teams use," people understood it — and started spreading the message.
If I could go back, I would focus much less on "how we want to be seen" and much more on "how easy are we to explain?" In brand strategy, clarity beats creativity every time.
Align Operations With Brand Promise
If I could give my younger self one piece of advice about brand strategy, it would be this: Authenticity trumps perfection every time.
When I was first starting out in the eCommerce and logistics space, I was obsessed with creating the "perfect" brand image. I thought success meant having a flawless website, a massive social media following, and polished messaging from day one. I was wrong.
What I've learned—after founding multiple companies and working with thousands of eCommerce businesses through Fulfill.com—is that customers value authenticity above all else. They want to connect with the real people and purpose behind your brand.
Early in my journey, I spent too much time trying to appear bigger than we were instead of leveraging our unique strengths. I wish I'd known that our deep expertise in solving specific fulfillment challenges was actually our greatest brand asset.
The most successful eCommerce brands we work with at Fulfill.com aren't necessarily the ones with the biggest marketing budgets. They're the ones who clearly communicate their unique value proposition and consistently deliver on their promises. Their operations—particularly their fulfillment strategy—align perfectly with their brand promise.
For example, we recently worked with a sustainable beauty brand that prioritized eco-friendly practices across their entire supply chain. By partnering with 3PLs who shared these values, they reinforced their brand authenticity at every customer touchpoint, from packaging to delivery speed.
If you're building a brand today, focus on transparency and consistency rather than perfection. Document your journey, share your challenges, and bring your customers along for the ride. In the crowded eCommerce landscape, being memorable matters more than being flawless.
Remember: your brand isn't just your logo or website—it's the complete experience you deliver, from first click to final delivery. Get those fundamentals right, and the rest will follow.
Target Specific Audiences for Stronger Resonance
Don't build a brand for everyone. Build it for someone.
When I was starting out, I thought casting a wide net was the smart play - appeal to everyone, cover all bases, stay open. But honestly? That just waters everything down. I wish I'd understood sooner that clarity beats cleverness, and specificity beats scale (at least in the beginning).
The moment your brand speaks directly to someone - their wants, their world, their weirdness - that's when it starts to matter. That's when you stop shouting and start resonating. Whether it's your tone, your visuals, or your values, the tighter your focus, the louder your signal cuts through.
So yeah, I'd tell my younger self: don't try to be the loudest. Be the most relevant. Everything else follows.
Cultivate Authentic, Consistent Brand Identity
If I could give advice to my younger self about brand strategy, it would be to focus more on building a strong, authentic brand identity from the very beginning. Early on, it's easy to get caught up in chasing trends or trying to be everything to everyone. What I wish I had known then is that a brand isn't just about the products or services you offer; it's about creating a genuine connection with your audience through consistency, storytelling, and authenticity.
In the early stages of Oswin Hyde, I tried to appeal to a wide audience, thinking that would maximize our reach. But over time, I realized that it's more effective to hone in on a specific niche and ensure that every touchpoint—whether it's our messaging, visuals, or customer experience—aligns with the brand's core values and resonates deeply with that audience.
One key takeaway is that brand strategy isn't just about marketing—it's about how you consistently show up in every interaction, from the website experience to customer support and beyond. Creating an emotional connection with your audience is what truly drives loyalty and sets you apart in a crowded market.
So, my advice to my younger self would be to invest more time early on in defining the brand's voice, mission, and values, and ensuring every aspect of the business reflects that. It would have made building brand recognition and long-term success that much more seamless.
Establish Clear Positioning Before Creative Design
One piece of advice I'd give my younger self about brand strategy is to build clarity before creativity. Early on, I thought branding was about aesthetics—logos, colors, taglines—but what actually matters first is being ruthlessly clear about who you serve, what problem you solve, and why you're different.
I wish I had known that strong brands aren't built through clever design alone—they're built through consistent, focused positioning that compounds trust over time. If your messaging isn't simple and aligned internally, no amount of design polish will fix it. Strategy before style always wins.
