3 Tips for Entrepreneurs Looking to Establish a Strong Brand

Building a strong brand as an entrepreneur is all about going beyond the logo and colors; it's about creating a sense of belonging for your audience. That means you need to infuse your values and personality into everything your brand does, and you need to do it in a way that’s actually memorable—not cookie-cutter. Here are three killer tips to help you establish that strong brand foundation.

1. Get Clear on Your Brand Story

First off, get clear on your brand story—but I'm not just talking about where your company started. I mean: what problem are you here to solve that people genuinely care about, and why are you the person to do it? Entrepreneurs often overlook the "why" because they're too focused on the "what." But let me tell you, a clear, relatable story gets people emotionally invested in your brand.

When you share your "why," you allow your audience to see the human side of your brand. People want to feel connected, and a good story can create that connection. Think about Apple, for example. When Steve Jobs spoke about Apple's mission, he didn't just talk about computers; he spoke about challenging the status quo and thinking differently. This inspired people and made them feel a part of something greater.

Within the next 24 hours, challenge yourself to post a raw, honest story about why you started your business on LinkedIn or Instagram. It doesn't need to be polished, but it does need to be real. Vulnerability cuts through the noise and gets people to notice. Canva is great if you want to create a quick visual to accompany the post, but remember—raw honesty first, visuals second.

A strong brand story doesn’t end with one post—it becomes a part of your everyday interactions. Infuse it into your website copy, your email signature, and even your customer support conversations. Let people know what drives you, and they’ll want to support that mission.

2. Establish One Core Message

Secondly, establish one core message that you’re going to stick to like glue. People don’t remember a thousand different pitches; they remember consistency. Your core message should be simple enough to fit in one line and be something you’re ready to repeat every single day.

Your core message should speak directly to the heart of what your brand stands for. For example, Patagonia's core message centers on environmental sustainability and being a steward for the planet. Everything they do ties back to that one clear purpose, and as a result, they've built a loyal community that believes in what they stand for.

Test it out—within 24 hours, update your bio on social media to reflect that core message, and include it in all of your communications. Stick with it long enough, and it becomes what your brand stands for. Think about Nike’s "Just Do It"—that’s not just a tagline; it's a philosophy. Get yourself a core message that people can rally around, and watch as it starts to grow beyond just words on your profile.

Once you've established your core message, make it a filter for every piece of content you create. Ask yourself, "Does this align with our core message?" If it doesn't, it’s time to revise. Consistency is what helps build trust, and trust is the foundation of any strong brand.

3. Create Your Brand’s Tribe Identifier

Finally, create your brand’s "tribe identifier." This is something that people can use to self-identify as part of your community. It could be a hashtag, a phrase, or even a custom emoji you use across social. The goal is to give your audience a way to feel like they belong—like they’re part of something bigger than just buying a product.

One example I love is how Glossier's audience identifies with #glossierpink. It's more than a color; it’s a movement. By using that hashtag, Glossier's customers feel like they’re part of an exclusive club that shares the same beauty philosophy. It’s about building community, not just selling a product.

You could start by coming up with a unique hashtag that represents your values and putting it out there in every piece of content you make. Don't just wait for people to use it—ask them to join in and make it part of their identity too. Encourage your customers to share their experiences with your brand using that hashtag. Feature user-generated content on your profile to make them feel appreciated and reinforce that sense of community.

Another great way to create a tribe identifier is by developing a unique brand ritual. This could be something as simple as a phrase your customers say when they use your product or a shared activity that ties them together. For example, SoulCycle riders use phrases like "tap it back" as part of their community culture, which reinforces a sense of belonging.

Final Thoughts

Establishing a strong brand doesn’t happen overnight, but these are moves that can set you apart quickly—when executed authentically. Story, core message, and a tribe that’s ready to represent you—those are your first steps.

Take the time to deeply understand what makes your brand unique and use these strategies to communicate it clearly. Remember, people don’t just want to buy products; they want to be part of something they believe in. Your job is to create that something—a movement, a community, a belief system—that resonates with them. Start with your story, stay consistent with your message, and build a tribe that amplifies your values. When you do this, your brand becomes more than a business—it becomes a part of people’s lives.