We’re living in a time where everything seems to be breaking…from the schooling system to the food industry to big corporate structures. Amongst that chaos, we’re seeing the rise of the youth entrepreneur. They’re tech-savvy, quick to act, and passionate about change. But here’s the kicker: in a rush to launch, a lot of businesses are missing the point.
Brands are being built like fast fashion…quick, cheap, and forgettable. And sure, it’s easy to whip up a logo and start an Instagram ticktock or eCommerce Shopify website, but that doesn’t mean you’ve built something meaningful. Something worth your energy.
We had a recent branding client meeting that really lit a fire under this topic. She had an idea rooted in something real, her environment and her experiences. In our session, she shared a love for an old-school book character. At the time, it wasn’t trending or in the media. A few weeks later, that character was suddenly everywhere…a movie remake was being launched. She didn’t follow a trend. She was ahead of it. Because her idea came from her brand’s soul.
That’s the difference. You build a lasting brand by leading with truth, not trends. When you create something that aligns with who you are and what you care about, you’ll always be ahead.
Too many young brands look, feel and sound exactly the same as someone else’s. The same looking Instagram grid. The same fonts and photography style. The same tone of voice and cliche words. If you’re going to start something, make it yours. Authenticity is your superpower and it’s also one of the hardest things to maintain.
Why? Because once other people get involved in your brand, you’re suddenly at risk of watering it down. Whether it’s a collaborator, an influencer, or a team member. Remember, every person needs to align with your brand values.
For example: If you’re an organic cotton clothing brand doing e-commerce photography, don’t hire an influencer or model who wears fast fashion from Shein the next day. If your whole pitch is about wellness, don’t outsource to people who drink red bull for lunch. If your service business is all about quiet confidence and clean design, don’t collaborate with someone whose whole brand is chaos.
So how do you stay true to your brand?
- Build something that matters to you and to the world.
- Make sure your values are baked into everything from day one.
- Work with people who align with your brand…don’t force the vibe.
- Don’t start just to start. Start because you care.
At MaloneCo—Studio, we don’t believe in launching brands to make noise. We believe in launching brands that make change. That bring better into the world or people. That you can talk about all day, every day, because they mean something to you.
Four Questions to Ask Before You Launch
- If you didn’t have to worry about money, would you still want to build this brand?
- How is this helping the world or someone else?
- Is there more to this idea and can it grow, evolve and scale?
- Is this something people would want to invest in, because it’s that good?
Seeking a creative agency or branding expert to answer your questions of how to brand or how to start a business, book a discovery call with Justine Malone to discuss the options to launch your business or scale your brand.
