5 Brand Truths I Learned from Building My Own Product Business
When you're running a small product-based business, it can feel like you're learning everything the hard way—and building your brand is no exception.
As a brand designer and a long-time small business owner myself, I’ve been in the trenches: packaging orders at midnight, laboring over the perfect headline, showing up at markets, and figuring out what truly connects with customers. Over the years, I’ve learned a lot about branding for small product businesses—not just from clients, but from growing my own product line from scratch. Here are five truths that reshaped the way I thought about my brand (and that I now pass on to the small biz owners I work with every day).
“Pay close attention to the people who beeline for your booth like they’re magnetized.”
1. You can’t design your brand (just) for yourself.
Let’s be real—when I started my line of hand-printed table linens, I made products I wanted in my home. And honestly, I was part of my ideal audience. But once I started doing markets and meeting customers face-to-face, I realized something big: some of my brand’s biggest fans weren’t me at all. They were from different age groups, had different lifestyles, and were buying for different reasons. That’s why market research matters—especially in the early stages. Pay close attention to the people who beeline for your booth like they’re magnetized. Who are they? What else do they love? What kind of shops feel like home to them? Build a vivid picture of their world—because that’s where your brand needs to live, too.
2. Know why they buy.
As you get to know your customers, don’t just look at demographics—dig into their why. What motivates them to click “add to cart” or grab your product off the shelf? Is it a personal treat? A go-to gift? Something they add to a themed bundle or gift basket? For my line, I discovered that many purchases were hostess gifts, which changed how I approached everything from my packaging to my copywriting. I made sure the packaging felt gift-worthy, and I showed my cocktail napkins styled in gift baskets—right where my customers imagined them. If your people care that your products are locally made, or make an everyday experience more meaningful, don’t bury the lead. Make those reasons-to-buy clear, consistent, and front and center.
“Your customers aren’t sick of your branding (even if you see it every day)—they might be meeting it for the first time.”
3. Consistency > creativity (when it comes to branding).
As creatives, we love a shiny new idea—and we’re constantly bombarded with clever packaging and fresh trends. It’s easy to feel tempted (or straight-up panicked) by another brand’s visuals and think, Should I totally re-do my brand’s look? But here’s the deal: while a brand refresh can be a great move at the right time, your branding’s real superpower is consistency. When you stay true to your brand identity—your color palette, tone of voice, logos, icons and patterns—you build recognition and trust. Your customers aren’t sick of your branding (even if you see it every day)—they might be meeting it for the first time. So lean into on-brand creativity, but keep your core consistent.
4. Thoughtful brand experiences do more than look good—they build trust.
We’ve all had that underwhelming unboxing experience—generic packaging, crumpled packing slip, maybe a “next time” coupon if you’re lucky. It’s fine for big-box stores. But when people shop small, they expect something more personal—and your packaging is a golden opportunity to deliver just that. Early in my business, I decided that every order would feel like a gift: branded thank-you cards, clever tags, thoughtful wrapping. The result? Customers noticed. They left glowing reviews, snapped pics, and told their friends. A strong brand experience doesn’t need to be expensive (I’m a big believer in the scrappy and delightful solution), but it does need to be intentional.
“There was just one problem—I wasn’t ready.”
5. The future might be now. (Be ready!)
Flashback: my very first craft fair, where I debuted a line inspired by my Bay Area roots and a local, iconic tile brand I admired. Midway through day one, who walks into my booth but the owner of that very brand! He asked about wholesale, bought some items, and left me buzzing. There was just one problem—I wasn’t ready. I didn’t have a line sheet, a wholesale process, or any polished follow-up materials. The next week was a whirlwind of learning and scrambling, but that moment turned into my first wholesale account—and eventually, many more. I got lucky, but I also learned: your next big opportunity might show up before you think you’re ready. Start building the tools now, so you’re not caught off guard later.
Branding isn’t just about visuals—it’s about understanding your customer, showing up consistently, and creating a full experience that reflects the heart of your business. Whether you’re just getting your footing or you’ve been at this for years, these lessons are here to remind you that your brand is a living thing: shaped by experience, ready to evolve, and capable of making a lasting impression. And the best part? You don’t have to figure it all out alone. (That’s literally why Flourish exists! Let’s talk.)