Building a Strong Brand Foundation with Reux Design Co.

When you’re starting a new business (or redefining your existing one), there are so many factors to consider. Your values, offerings, branding, online presence. Bringing your vision to life is so amazing, but it’s also hard work! There’s a tribe of people in the world waiting to fall in love with your brand. But if you want long-term success, you need to build your brand on a strong foundation that’s going to stand the test of time.


Before you dive deep into the day-to-day of running a business, there are some aspects of your brand that you need to consider and define. So today, I want to share 3 things that I think are essential to building the foundation of a holistic, long-lasting brand and business.


Storytelling - What’s your Why?

The first and most important part of a strong brand foundation is your story. Your purpose. It doesn’t matter if you’re a product or service based business, digging into your “Why” can ultimately guide all of your branding decisions moving forward.

Ask yourself: what impact do you want to make? Whether it’s big or small. What are your core values, your reasons for this business and brand? Take some time to ask yourself these questions, dig deep and really define your why.

At Reux Design Co. my heart lies in helping conscious-minded business owners create holistic brands so that they can tell their story in a way that connects + converts.

That “Why” helped me with the next two steps of creating a strong brand foundation.


Define your Tribe

Once you know your Why, you can hone in on who you want to serve. A strong brand foundation focuses on the right people. The tribe of clients or customers who you can ultimately serve best. The people who align with your values and mission, who need your service (or products) and who connect with your story.

You can’t brand a business unless you know who you’re branding for. Not everybody will love your brand, and that’s okay! Defining your tribe will allow you to make your visual decisions with a specific person (or type of person) in mind. At the end of the day - that’s who you want to attract and bring into your community!


Visual Direction

Finally, a strong brand foundation is nothing without a visual direction. Visuals are the outward method you use to represent your business. A strong brand foundation relies on a strong visual direction.

Cohesiveness over time is the best way to build a visual foundation for your brand, and let your community really recognize your business. Defining your brand elements, colors, fonts and imagery up front will make it so much easier for you in the long run.

Start by finding inspiration, keeping in mind your why and your tribe, that you defined in steps 1 & 2. Gathering images from places like Pinterest, Instagram, Dribble, Tumblr, books, magazines, focusing on overall mood and color tone. Keep in mind who you’re trying to attract and what values you want your images to represent. It’s important not to let your personal preferences overshadow what’s best for your brand at this stage.

Don’t be afraid to go outside of the “industry norm” while defining your visual direction. Focus on your unique brand story and that’s what will create the most impactful brand foundation for your business.

As business owners, we know that there is so much that goes into creating a fulfilling, holistic, sustainable brand. Take the time early on to set yourself and your brand up for success, and this will make so many of your branding decisions down-the-road easier. A solid brand foundation can allow you to do what’s most important: connect with those who fall in love with your brand and serve them through your business!



Written by Cassie Dulworth

Cassie is the founder and designer at Reux Design Co., a boutique graphic design studio that specializes in building conscious lifestyle businesses through holistic branding. She works daily with talented creators and businesses — designing meaningful visual identities that allow them to authentically tell their story through branding & attract their ideal clients with ease. After college, she moved from Ohio to Southern California to serve as the Social Media Manager and Graphic Designer for a small jewelry company. Eventually, that experience coupled with a shift in personal values towards a more sustainable, ethical way of living, led to the creation of Reux Design Co. Her goal is not only to design beautiful brands, but to use holistic strategy & intention to create lasting, purposeful visual identities for each company. 


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