Welcome to Brand It, Build It Podcast, where we explore all things brand and web design to help you build a business you’re truly proud of! I’m your host, Kelly Zugay, and today, we’re diving into a topic that I hold near and dear to my heart: How to create a brand that stands the test of time.
Now, when we started With Grace and Gold 10 years ago, we had big dreams, but we also knew that success wasn’t just about longevity for the sake of staying in business. For us, true longevity has always meant evolving, adapting, and building a brand that resonates deeply with our clients year after year. Whether you’re just getting started with your business or refining your brand after a few years of experience, it’s so important to think about the future—not just what your brand looks like now, but how it can grow with you and your audience over time.
So, what does it take to build a brand that lasts a decade—or more?
Successful Brands are Consistent Yet Flexible
One of the most crucial factors in a long-lasting brand is consistency. That means being true to your brand’s message, visuals, and values. Every touchpoint your clients experience—whether it’s your website, your Instagram feed, or your emails—should feel cohesive and aligned with who you are as a brand. Think about iconic brands like Apple or Nike—no matter how they evolve, their core message and visuals remain consistent, and that builds trust over time.
But here’s the catch: Consistency doesn’t mean rigidity. In fact, some of the most successful brands are the ones that are flexible enough to grow and adapt. The world of design, marketing, and business as a whole is constantly evolving. The needs and desires of your audience today may shift in just a few months or years, so it’s essential to keep your finger on the pulse and be willing to pivot when necessary.
That’s why, when we design brands and websites at With Grace and Gold, we don’t just focus on making them polished and professional for today—we also ensure they are adaptable for tomorrow’s needs. This could mean designing with future growth in mind, making sure there’s room to expand your offerings or tweak your visuals without losing the essence of who you are. A great example of this is one of our clients, who originally came to us for a photography brand but later expanded her business to include educational resources. Because her brand was built with flexibility in mind, we were able to seamlessly evolve her visuals and messaging as her business grew.
Successful Brands Build an Emotional Connection
Beyond the aesthetics of your brand—beyond colors, fonts, or a beautiful logo—your brand is ultimately about the emotional connection you create with your audience. People remember how you make them feel, and that’s why the story behind your brand is so important. Every aspect of your brand should be crafted to connect with your audience on a deeper level.
For example, when we design a brand at With Grace and Gold, we often ask our clients, “What experience do you want your audience to have when they encounter your brand?” Do you want them to feel inspired, empowered, or perhaps cared for? These emotions can guide everything from your choice of visuals to your tone of voice. A wedding planner’s brand might focus on creating feelings of luxury and elegance, while a wellness coach’s brand might emphasize comfort and support.
When you create that emotional connection, you’re not just offering a product or service—you’re offering an experience. And that’s what keeps people coming back. One of our favorite examples is how we’ve helped our clients create brands that resonate so deeply with their audiences that they’ve not only built long-term customer relationships but also cultivated brand loyalty, with clients referring their friends and family for years to come.
Successful Brands Embrace Simplicity and Purpose
In the ever-changing world of design, trends come and go, but simplicity always stands the test of time. There’s something powerful about a simple, purposeful design that just works—without being overly complicated or trendy. Simplicity allows your message to shine through clearly, without distractions, and gives you the flexibility to pivot or make changes as needed, without alienating your audience.
That’s why, when we create our Showit website templates, we focus on timeless design—designs that look great today but will continue to serve you years down the line. A clean, minimal design is easier to refresh or update if trends change, and it ensures that your audience can always easily understand your message and your offerings. Think of brands like Chanel or Tiffany & Co.—their designs have remained simple yet iconic, and that simplicity is a huge part of what makes them timeless.
So, whether you’re launching your brand for the first time or refreshing an existing one, focusing on simplicity and purpose will help you create something that feels authentic, timeless, and adaptable.
And speaking of timeless designs, I’m so excited to announce that With Grace and Gold is celebrating our 10-year business anniversary! It’s hard to believe that it’s been a decade since we started, but we couldn’t be more grateful for every client and supporter along the way
To celebrate, we’re offering 10% off all of our Showit website templates from October 10 to October 17 with the code ‘YAY’ at checkout. Whether you’re thinking of launching a brand-new website or refreshing your current one, now is the perfect time to invest in a design that will serve your business for years to come.
But that’s not all—we’re also giving away daily prizes during our anniversary celebration! You could win everything from a free website template to a custom monogram design. So, if you’re ready to take your brand to the next level or simply want to join in on the celebration, be sure to follow along on Instagram and visit withgraceandgold.com to see how you can get involved.
Thanks so much for tuning in to today’s episode! Here’s to creating brands that stand the test of time. See you next time on Brand It, Build It Podcast!
Brand It, Build It Podcast, Hosted by Kelly Zugay
Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is the best small business marketing podcast for small business owners, creatives, and founders. Weekly, brief, actionable episodes will equip you to build a successful, sustainable small business. Since 2014, With Grace and Gold has provided award-winning custom brand and Showit web design and completely customizable Showit website templates for small businesses worldwide.
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