how to build a brand that connects with 'your people'

Today I wanted to chat to you about how to connect with your customers on a deeper level through building an impactful brand. If you feel that your product or service is fantastic but somehow people don’t seem to be jumping at the chance to buy from you, or work with you then it may be that your brand isn’t quite connecting with them.

I’m lucky that it’s been an incredibly busy time at Creative Wilderness recently and as I built brands, many of them re-brands, I reflected on how powerful branding is. I’m currently building the brand for an amazing sustainable vitamin company and although their product and mission hasn’t changed their branding is completely different and will now reflect their unique personality and impact.

building a brand is about creating

an emotional connection to your business

As we spend less time in physical shops then we search for these opportunities to connect with brands in the digital world. And whilst nothing quite beats the friendly chat at your local veg market or coffee shop, building a great brand identity and digital space gives your potential customers that feeling of connection – that they are getting something different with purpose.

I’ve been inspired by Good Hemp for this vitamin re-brand project as they have built a strong brand that makes such an impact and is one of the main reasons I’d pick up their milk carton over another. Both products will be pretty similar but the FEELING I get when I interact with the Good Hemp brand adds a little joy to my day.

We are rarely the only people producing and creating something. We are often starting a business where there are already many others offering a similar product or service. Building a brand that connects with people allows you to stand out and show why you are different to other brands.

Coffee shops understand this perfectly as they are all selling the same thing ultimately. But their branding, right down to the menu design, fonts used, signs on the toilets gives you a ‘vibe’ about the place. If most of your business happens online or via social media then your website or social pages act as your business space and if they are brilliantly branded then immediately people will want to stop, enjoy your virtual space and take in what you have to offer.

If something feels slightly ‘off’, from an amateur logo to colours that don’t fit with what you are offering people will click off and look for something else. 

when building a brand remember…

IT’s NOT What you do, it’s how you do it.

Often branding really elevates your brand, builds a buzz and exudes the quality and uniqueness that your products have. I see lots of amazing brands and products being let down by their overall branding and aesthetics. You may get excited by a product but then see the packaging or website and get a sense that it’s a little amateur feeling so choose something more mainstream. And ofcourse I am so passionate about independent, ethical brands that I hate to see this happen!

I’ve worked on a couple of brand re-freshes recently and you can see below how the branding gives the business and product a unique personality that draws you in, evokes emotions and visually demonstrates the essence of this brand. Although the products and the business are the same as before, through these examples you can see the big difference building a brand that connects has on both of these…


Lucky Cloud BEFORE
Lucky Cloud AFTER
Zero Waste Path BEFORE
Zero Waste Path AFTER

As small businesses, I can guess price isn’t your key selling point (let’s leave that to the big corporations who can fight over the exploitative contracts) so you need to build a brand that clearly communicates your uniqueness and use your personal touch to connect and encourage people to spend their money mindfully with a business like yours.

When building a brand we can sometimes stop ourselves before even starting, especially when we think it’s been done before. I like to remember the phrase that “it’s not what you do, it’s how you do it”. Be bold, be unique and be brave when building your brand because that’s what makes brands exciting and joyful to connect with!

Now, take a quick look over your brand, website, social, visuals, photography, copy and ask yourself these three questions:

is your brand connecting?

1. Does your branding reflect your unique personality and clearly demonstrate this?

2. What sort of feelings do you want to give people when they interact with your brand? Does your brand do this now?

3. Does your brand stand out and show how you are different to your competitors?

If you’ve answered no or just feel a bit frustrated that your brand doesn’t match your amazing product and passion then I’ll be covering all of this in my ‘Brand Builder’ course that will be launching soon.

You can keep updated on this by signing up to my mailing list below, and you’ll also receive a FREE copy of my “Power of Authentic Branding” Ebook.

A great way to start thinking about what makes your brand unique is to create a brand moodboard for your business. You can read how to create a brand moodboard for your business here. 

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Hello! I’m Charlotte the founder of Creative Wilderness. I love to collaborate with forward thinking brands. I’ve had over 10 years in the design industry working at big agencies on brands including Wilkinson Sword, Peroni, Kozel, Energizer, McCann, The Hut Group, Pilsner, Aldi, Cambridge University, Harbour Hotels and many many more.

Before jumping into design I dreamed of being a Rock star and studied music at Paul McCartneys music school ‘The Liverpool Institute of Performing Arts’. I spent a few years as a pro musician where I toured, played festivals, recorded albums and also a music video. I still love playing sax and bass in bands and music and design make me feel alive and inspired!

3 things that keep me motivated are yoga or runs every morning, matcha tea and 6music!