You learn a lot when you become a parent. How to get acrylic off hardwood floors (rubbing alcohol), the finer points of hiding vegetables in various sauces, and when to fold and let them wear the goddamn Elsa costume to school. The moments of peace are as few and far between as Disney’s release schedule for Frozen sequels, but quickly turn you into an exhausted jack-of-all-trades.
Brands are like toddlers – frantic toddlers – caked in kinetic sand, doused in maple syrup, and desperate for attention. Like the sticky little heathens they emulate, a new brand must be cherished, encouraged, and guided to success so they can flourish in the real world.
Coddle your brand. Cradle it from infancy up and hold its hand until it can hold its own. Here’s how to parent your brand so it can grow up to be a successful entity that doesn’t flake on plans or make you watch Minecraft gameplay videos on its phone. Are the kids still playing Minecraft? Mine are lol.
Give Them a Voice
Before your brand can walk the walk, it’s gotta talk the talk.
Give your brand a voice that reflects its personality, values, and worldview, then use it consistently across every touchpoint. The tone of your website copy, the captions on your social posts, even the way customer support signs off on emails, your voice should sound like it belongs to the same confident, recognizable character that popped outta your body.
Our work with Whole Life Pet is a shining example of how a distinct voice can transform a product into a trusted companion. We separated the brand’s cat and dog lines, both visually and in name – Whole Life Cat and Whole Life Dog – to reflect the shared knowledge that the needs of cats and dogs are vastly different. This unique distinction built trust with pet parents by speaking a common language in two different ways. As a kid matures into their truest self, a brand finds its footing by embracing the voice that makes it unique.
Plan for Changes
Imagine if your kid walked into school dressed like it was the ’80s. Honey, it’s 2025 – kids should be dressing up like it’s 2002. As such, expecting your brand to remain unchanged as the world around it shifts, grows, and produces A.I. slop begat from A.I. slop, inevitably leads to unpopularity.
A successful brand anticipates change and rolls with it accordingly. Sure, you’re bound to run into those awkward, pimply phases, but those moments should be embraced and learned from so your baby brand can grow into a well-rounded grown-up.
That means checking in with your audience, staying aware of cultural shifts, and being brave enough to retire what’s no longer working. Recently, we took on the task of rebranding the iconic purveyors of paletas, La Michoacana. By amplifying La Michoacana’s rich heritage alongside even more refreshing product and flavor cues, we modernized the message.
Don’t Neglect
There’s a movie trope I always come back to when describing the perils of a neglected brand. The hero/villain blows up the thing they’ve been trying to blow up and walks away as the flames behind lick the sky. Yeah, it looks cool as hell, but is actually indicative of a much larger problem: a terminal lack of attention.
Jetting away from the proverbial explosion leaves your brand exposed. Stay present long after the credits roll and watch the action unfold. Pay attention to what your brand is doing after the launch. Monitor feedback, update your visuals, and nurture your community like it’s a living thing, because IT’S ALIIIIIIIIIIIIIIIVE
Final Thoughts
Parenting a brand can be a messy, unpredictable, and occasionally sticky endeavor, but without guidance, even the most promising ideas can flounder.
Like the lost boys of Neverland or the Kardashian/Jenner conglomerate, a brand without oversight risks losing focus, confusing its audience, or fading into irrelevance.
With careful coddling in the form of clear direction, consistency, and attention to growth, a fledgling brand can grow into a confident, resilient entity that resonates.