Building a brand that lasts isn’t about picking the right colours or having a logo that looks good on a tote bag. It’s about creating something so authentically you that people couldn’t forget it if they tried.
Most branding advice will tell you to “define your audience” and “choose a professional colour palette.” That’s cute, but if that were enough, every business with a nice website and a well-placed gold accent would be unforgettable.
Your brand isn’t built on how it looks. It’s built on how it feels.
A powerful brand doesn’t survive trends - it outlives them. It doesn’t need to constantly reinvent itself because it was built on something real and unshakable from day one.
If you’re tired of tweaking things that don’t matter (should my logo be two millimetres to the left?), let’s talk about what does. Here’s how to create a branding blueprint that stands the test of time - no fluff, no filters, no playing small.
Your brand isn’t a logo. It’s a legacy (created with your branding blueprint).
If your brand were a house, your logo would be the welcome mat. Is it important? Sure, but it’s not what makes people feel at home.
A timeless brand is built on foundation, not decoration. It’s the experience, the story, the values, the personality - everything that makes your business more than another option.
Think about the brands that have lasted decades. Are they remembered for their logos? No. They’re remembered for the way they make people feel.
Apple: Not computers - innovation and rebellion against the status quo.
Nike: Not trainers - motivation to be unstoppable.
Disney: Not movies - pure Magic and endless possibility.
Your brand isn’t what people see. It’s what they remember.
Blueprint Tip #1: Write down three emotions you want people to associate with your brand. If your content, visuals, and messaging don’t reflect those emotions, that’s your first fix.
The only “rule” is that there are no rules
Branding “experts” love to hand out rules. Stick to this colour palette. Never use more than two fonts. Don’t be too bold, too quirky, too anything.
Let’s break that right now.
Some of the most iconic brands are the ones that ignored the rules and did their own thing.
Liquid Death: A water brand that markets itself like a heavy metal band.
Oatly: An oat milk brand that openly mocks marketing clichés.
Old Spice: A once-boring aftershave brand that rebranded with absurd humour and became legendary.
Each of these brands broke the mould, and in doing so, became the mould for something new.
Blueprint Tip #2: Pick one branding “rule” you’ve been following because you thought you had to. Break it this week.
Stop changing. Start refining.
A brand constantly changing its voice, visuals, and messaging doesn’t look fresh - it looks confused. The best brands don’t chase trends; they set them.
That doesn’t mean never evolving. It means refining what’s already strong, not constantly starting over.
Imagine if Coca-Cola changed its logo and vibe every two years. It would feel unrecognisable. Instead, they’ve kept the same core identity for decades, tweaking details to stay modern without losing who they are.
Your brand should do the same.
Blueprint Tip #3: If you’re always tweaking your branding, stop. Instead, ask: Is this an evolution or a distraction? If it’s the latter, step away from Canva.
A brand with no personality is a brand with no future.
Some businesses are so terrified of standing out that they blend in so hard they become invisible.
Your brand needs personality. Quirks. An edge. Something that makes it instantly recognisable.
What is the best way to add personality? Write like a human.
❌ “We provide tailored solutions for optimal business growth.”
✅ “We help businesses grow without the stress and jargon.”
No one remembers a brand that sounds like a stock photo.
Blueprint Tip #4: Imagine your brand was a person at a party. How would it introduce itself? That’s your brand voice.
Build connection, not only recognition.
A brand that’s recognised but not loved won’t last. Loyalty is built on connection, not visibility.
Think about your favourite brands. You don’t just recognise them - you trust them. You connect with them. You’d choose them over a cheaper alternative because there’s a relationship there.
That’s the goal. Not just to be seen but to be chosen, remembered, and recommended.
Blueprint Tip #5: Your brand should make people feel like they're part of something. If it doesn’t, you have work to do.
Your brand, your rules.
If you want a lasting brand, stop focusing on the surface-level stuff. Forget the trends, the pressure to be polished constantly, and the fear of doing things differently.
Create something that feels like you, connects with the right people, and isn’t afraid to break a few rules.
That’s the kind of brand that stands the test of time.
Jo's final thoughts
Branding “rules” are cute - until they keep you playing small. Your brand isn’t here to blend in; it’s here to make people feel something, remember something, and choose you over everyone else.
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