The Art of Building a Brand: Lessons from the Trenches
May 20, 2025, 11:01 pm
In the world of entrepreneurship, success often feels like a distant star. It glimmers, but it’s hard to reach. Many founders start with a spark—a product, a vision, a dream. But the path to success is rarely straightforward. It’s a winding road filled with lessons learned the hard way.
Take the story of Briogeo, a leading Black-owned hair care brand in the U.S. The founder, like many, began with little more than a belief in her product and a desire to create something meaningful. She didn’t have a roadmap. Instead, she navigated through trial and error, discovering valuable lessons along the way.
One of the first lessons? Hire for hunger, not just experience. Early on, she brought in a team member with no background in beauty or supply chain. This person was still learning English. Yet, she had something far more important: drive. She was eager to learn and dedicated to her work. With training and support, she blossomed into a top performer.
This experience highlighted a crucial truth: skills can be taught, but integrity and passion cannot. When you build a team based on shared values, you create a foundation that can weather storms. A motivated team is like a well-tuned engine. It runs smoothly and efficiently, propelling the business forward.
But hiring the right people is just one piece of the puzzle. Branding is another. In the early days, Briogeo’s product was thriving, but the brand was fractured. The Instagram feed told one story, the website another. Emails didn’t match the visual merchandising. It was a cacophony of messages.
The founder realized that clarity was missing. She took a step back and saw the bigger picture. The brand needed a cohesive identity. So, she brought in a branding agency. Together, they crafted a comprehensive style guide. Suddenly, everything aligned—from tone of voice to typography. The brand began to feel alive, resonating with customers on a deeper level.
This transformation was pivotal. A brand with a soul connects with its audience. It’s not just about selling products; it’s about creating an experience. When customers feel a connection, they become loyal advocates. They don’t just buy; they believe in the brand.
Yet, even with a strong team and a clear brand, the founder faced another challenge: the temptation to do it all. In the beginning, wearing multiple hats was a necessity. But as the business grew, this mindset became a liability. The founder held on too tightly, believing she could do everything faster and better.
This led to burnout. Critical growth opportunities slipped through her fingers. She realized too late that she needed to delegate. The turning point came when she invested in an executive coach. This coach helped her see that control was not strength; it was a weakness.
Letting go is hard. It’s like releasing a balloon into the sky. But when you trust your team, you empower them to lead. This shift opened the door to real growth. The business began to scale, and the founder could finally focus on the bigger picture.
These lessons didn’t come from a textbook. They were forged in the fires of experience. Each mistake was a stepping stone, each success a building block. The journey of entrepreneurship is a continuous cycle of learning and evolving.
As the founder shares her story, she realizes she’s not alone. Many entrepreneurs face similar struggles. The learning curve is steep, but it’s also universal. The more we share our experiences, the more we connect.
In the end, building a brand is about more than just profits. It’s about creating something meaningful. It’s about the people you hire, the stories you tell, and the culture you cultivate. Each element plays a role in shaping the brand’s identity.
So, what can aspiring entrepreneurs take away from this journey? First, prioritize hiring for passion and values. Skills can be developed, but a strong work ethic and alignment with the company’s mission are irreplaceable.
Second, invest in branding. A cohesive brand identity can elevate the customer experience. It’s not just about aesthetics; it’s about creating a narrative that resonates.
Finally, learn to let go. Trust your team and empower them to take the lead. This will free you to focus on strategic growth and innovation.
The road to success is not a straight line. It’s a winding path filled with lessons, challenges, and triumphs. Embrace the journey. Each step, whether forward or backward, shapes you as a founder. In the end, it’s not just about the destination; it’s about the growth along the way.
Take the story of Briogeo, a leading Black-owned hair care brand in the U.S. The founder, like many, began with little more than a belief in her product and a desire to create something meaningful. She didn’t have a roadmap. Instead, she navigated through trial and error, discovering valuable lessons along the way.
One of the first lessons? Hire for hunger, not just experience. Early on, she brought in a team member with no background in beauty or supply chain. This person was still learning English. Yet, she had something far more important: drive. She was eager to learn and dedicated to her work. With training and support, she blossomed into a top performer.
This experience highlighted a crucial truth: skills can be taught, but integrity and passion cannot. When you build a team based on shared values, you create a foundation that can weather storms. A motivated team is like a well-tuned engine. It runs smoothly and efficiently, propelling the business forward.
But hiring the right people is just one piece of the puzzle. Branding is another. In the early days, Briogeo’s product was thriving, but the brand was fractured. The Instagram feed told one story, the website another. Emails didn’t match the visual merchandising. It was a cacophony of messages.
The founder realized that clarity was missing. She took a step back and saw the bigger picture. The brand needed a cohesive identity. So, she brought in a branding agency. Together, they crafted a comprehensive style guide. Suddenly, everything aligned—from tone of voice to typography. The brand began to feel alive, resonating with customers on a deeper level.
This transformation was pivotal. A brand with a soul connects with its audience. It’s not just about selling products; it’s about creating an experience. When customers feel a connection, they become loyal advocates. They don’t just buy; they believe in the brand.
Yet, even with a strong team and a clear brand, the founder faced another challenge: the temptation to do it all. In the beginning, wearing multiple hats was a necessity. But as the business grew, this mindset became a liability. The founder held on too tightly, believing she could do everything faster and better.
This led to burnout. Critical growth opportunities slipped through her fingers. She realized too late that she needed to delegate. The turning point came when she invested in an executive coach. This coach helped her see that control was not strength; it was a weakness.
Letting go is hard. It’s like releasing a balloon into the sky. But when you trust your team, you empower them to lead. This shift opened the door to real growth. The business began to scale, and the founder could finally focus on the bigger picture.
These lessons didn’t come from a textbook. They were forged in the fires of experience. Each mistake was a stepping stone, each success a building block. The journey of entrepreneurship is a continuous cycle of learning and evolving.
As the founder shares her story, she realizes she’s not alone. Many entrepreneurs face similar struggles. The learning curve is steep, but it’s also universal. The more we share our experiences, the more we connect.
In the end, building a brand is about more than just profits. It’s about creating something meaningful. It’s about the people you hire, the stories you tell, and the culture you cultivate. Each element plays a role in shaping the brand’s identity.
So, what can aspiring entrepreneurs take away from this journey? First, prioritize hiring for passion and values. Skills can be developed, but a strong work ethic and alignment with the company’s mission are irreplaceable.
Second, invest in branding. A cohesive brand identity can elevate the customer experience. It’s not just about aesthetics; it’s about creating a narrative that resonates.
Finally, learn to let go. Trust your team and empower them to take the lead. This will free you to focus on strategic growth and innovation.
The road to success is not a straight line. It’s a winding path filled with lessons, challenges, and triumphs. Embrace the journey. Each step, whether forward or backward, shapes you as a founder. In the end, it’s not just about the destination; it’s about the growth along the way.