Many people don’t put much stock into branding, but in my opinion, it can be far more important than the product you’re selling. That’s not to say your product doesn’t have merit, I’m sure it does — just that stellar branding can set your brand and product apart from the rest, and at the end of the day, that’s what you want. Today, five lovely ladies discuss how they developed (and absolutely nailed) their brand identity — you’re in for a treat!

“It took several years for me to hone in on my brand identity and I think it developed naturally as I did as a woman. The more I knew what I wanted way down the line, which is a specialty store, the more I knew what Upperlyne & Co. should look and feel like. Everything that I hope for the brand is to be classic, casual, and cool. After I determined the end goal, it was and remains an organic process of refining that concept!”


 Juley Le of Upperlyne & Co.


“Coming from a branding background, developing the brand identity for Hobes was absolutely so important. In fact it was everything starting the business. Obviously having a great product to start with is essential, but if you are not able communicate it properly and set up a brand structure around it, then you’re business will never get off the ground. Developing the brand identity sets the tone for your business and really is the most fundamental thing for any start up. So in developing Hobes I worked to really flesh out what it was I wanted the brand to stand for. What did Hobes mean to me. The key values were simplicity, quality, handmade craftsmanship, timeless design and a classic style, along with a good dose of fun. With these foundations I then developed the brand tonality and the visual identity. Everything that I did in developing the brand had to check back in with these key values. In fact everything that i still do today, and in every decision that i make for the business, i refer to these key values. Ensuring that the business moves ahead in line with these principals has kept the business, and me, on track since we launched 4 years ago.”

♥ Georgia Hobart, Founder of Hobes


“This question is a little iffy for me as I’m constantly questioning my brand identity! My blog, A Pinch of Lovely, started out as a design blog and graphic design freelance service. The original idea was to feature a small bit of beautiful design each day on the blog to inspire readers while keeping up my freelance side as well. Somewhere along the way and with the help of analytics, it was clear the focus needed to change to a more fashion and style oriented point of view – those were the posts my readers were visiting the most. While the name of my blog was not originally intended for fashion and personal style, it kind of just stuck. I have often brainstormed changing the blog/business name, but I can’t bear to part with it! I’m super lucky that the name was general enough to apply to both aspects, and I like to believe that my blog is still giving readers a little pinch of daily inspiration.”

 Krystal Bennett of A Pinch of Lovely


“To be honest, as we grow as artists and individuals,our brand/business grows with us. So it’s okay to give your business a little update when that happens. I think the most important thing to me when I was discovering my identity in the photography world is what beauty, vision, style I gravitated towards the most. I gravitated towards was simplicity of clean a design.  One of the most important things to me was to show consistency in my style in all aspect of my business, from my website, my e-mail templates, packaging, to my customer service. I wanted to ensure that it was all uniform and represented me and consistently with what my brand was all about.”

Coco Tran, Photographer


“The moment I invested in a graphic designer to build a website was for sure the start of my brand identity development….of course I didn’t realize it at the time. She has since become one of my dearest friends and I am forever grateful that she pushed me into thinking that my business could apply on many different levels and platforms in the art and design world. I am maintaining the same and only identity I know, and that’s what being true to yourself and your craft is all about. I think people resonate with authenticity and hopefully my “brand” is just that.”

♥ Sally King Benedict, Artist


Row 1 @juleytl  ♥  @thehobe
Row 2 @apinchoflovely  ♥  @cocotrann
Row 3 @sallykingbenedict

Photography Credit: Sally King Benedict by Benjamin Gately Williams

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