What comes first, the brand or the business?
You’ve got a business.
Now it’s time to build your brand.
Or is it the other way around?
It’s the question that nobody likes to ask, but as purpose-led founders who want to grow a business with creativity, integrity and truth, it’s important to explore.
And, like most good questions (and chicken or egg scenarios) the answer isn’t black and white.
Let’s unpack both sides.
Start with the business
There’s a strong case for building the business first. When you're in the early stages, everything is fluid. You’re still working out:
What you’re really good at (and what lights you up)
Who naturally connects with you
What problems people will actually pay to solve
How you want to work, show up, and grow
Trying to create a polished, permanent brand when everything is still shifting can feel overwhelming, or worse, limiting. You might end up boxed into a version of your business that no longer fits.
By starting with your business, serving real people, experimenting with your offers, and seeing what sticks, you gain the clarity and confidence to build a brand that reflects who you really are and where you're going.
Sometimes, experience is the brand strategy.
Or… start with the brand
On the flip side, a clear and intentional brand can be a powerful foundation from day one. It sets the tone. It draws the right people in. It gives you a sense of purpose and direction before you’ve even figured out all the details.
For some business owners, the brand is the spark.
It’s the message, the mission, the vibe, the soul of what they’re creating.
When you start here, you’re shaping your business with clarity from the get-go. You’re building with intention, not just momentum. A strong brand can anchor you through the inevitable pivots, making it easier to stay consistent and recognisable even when your offers change.
Maybe they grow together
The truth? For many of us, it’s not one or the other.
The business and the brand evolve together, especially in the early days. You take action, you learn, you adjust. You get clearer on what your brand stands for as you become your business.
It’s not a race to’ ‘get it right’ from the start, it’s a relationship that deepens over time.
Want to shape a brand that grows with you?
Whether you’re just getting started, mid-pivot, or ready to show up more boldly…
Flourish: Brand Freedom is for you.
It’s a space to explore, shape, and express your brand your way, without pressure, perfectionism, or pretending to be someone you’re not.
Because branding isn’t just about visuals and messaging, it’s about creating freedom, clarity, and alignment in your business.
Got questions? Drop me an email and let’s chat!