At ANDiDESIGN, I believe that a brand story is more than just a narrative—it's the heartbeat of your business. You might be asking, "Why do I need a brand story?" It’s true, crafting one requires effort, and with deadlines looming and the pressure to launch, it might seem like an unnecessary luxury. But here’s the thing: your brand story is what will help you communicate and market your brand to the world. It's how your customers will connect with you, making your brand memorable, shareable and potentially a cult favourite. Without it, your brand risks becoming just another product or service on a dusty shelf.

Think of your brand like a road trip. The design of your logo and website is the car—shiny, sleek, and attention-grabbing. But without a destination, a reason for the journey, you’re just driving aimlessly. Your brand story is the map that guides the way, giving purpose to the trip and showing your customers why they should come along for the ride. Without it, they won’t know where you’re headed or why they should care. A great story gives people a reason to join the journey and stay with you through every twist and turn.

That’s why it's important to find and articulate your brand story first. Once you have a clear story, I can help bring it to life through design—from your logo, colour palette, fonts, packaging, brand merchandise or any other visual element. So grab a pen and paper—or if you’re like me and prefer typing away on your computer (because let’s be real, nobody enjoys hand cramps after five minutes of scribbling). Get comfortable, and let’s dive in. It’s time to turn this blog post into your personal workshop. Ready? Let’s begin!

To help you uncover your brandS HEARTBEAT, here are six essential questions to ask yourself:

1.Where did your business idea originate from?

Understanding the motivation behind starting a business provides valuable insight into its mission and values. Whether your idea sparked during a road trip, emerged from a personal need as a new parent, or evolved from another unique experience, your story can profoundly communicate what drives your brand. It’s about being genuine, authentic, creating excitement, and sharing the passion behind your product/service. When people see the heart behind the brand, they connect, remember, and return. For me my full-time design business started when I was made redundant in the first month of covid from my corporate design job in hospitality. You can read my about my journey here.

ASK YOURSELF: What inspired you to start your business? Share the journey that led to your business’s creation and how it reflects your brand’s mission and values. How does your passion and the genuine story behind your product connect with your audience and create lasting impressions?

2. What Inspires you Daily?

Think about the moments and experiences that energise you and bring you joy. For me, it's the small pleasures of grabbing a coffee at a cute café, taking walks with my dog, working from an aesthetic space, a sauna session with an ocean dip, and watching the sunset. They are the foundations of my creative process, fuelling my energy, positivity, and motivation. These daily/weekly rituals allow me to approach design with a fresh perspective, blending professionalism with a personal touch. When I connect with clients, whether through social media, emails, or in person, I bring this authentic, inspired energy into every interaction, ensuring that the branding I create isn’t just visually appealing but also deeply reflective of my passion and dedication. 

ASK YOURSELF: What are the daily rituals or experiences that inspire you? How do these influences shape your vision for your business?

3. What Problem Does Your Business Solve?

Understanding the core problem your business addresses is crucial for defining your brand's story “heartbeat”. In my case, I help small businesses and solopreneur’s establish a strong visual identity that aligns with their target audience, communicates their service and looks professional; and therefore they’re proud to showcase it to the world.

ASK YOURSELF: What specific problem or need does your business address? How does your solution improve the lives of your clients?

4. What Makes Your Business Unique?

Every business has a unique quality or approach that sets it apart. As an independent business owner, I bring my personal story into everything I do, which creates a more authentic connection with clients.

I showcase a blend of my personal interests, daily rituals, and work processes through Instagram Stories. From morning coffees, to-do lists, my office setup filled with design books, lamps, candles, and notepads, to my 16-year-old office companion Charlie, every detail offers a glimpse into my world. My work evenings often end with watching sunsets over the ocean—a Perth ritual I never tire of. These everyday moments not only fuel my creativity but also demonstrate my approachability, positivity, and sense of organisation—the same qualities clients experience when working with me. I enable my audience to engage with me through polls, questions and relatable content.

My branding reflects this unique combination of professionalism and personal touch. A calming colour palette sets the tone for a stress-free experience. Aesthetic, cohesive fonts deliver a high-end look that is consistent across all platforms, mirroring the quality of work I provide. Curved shapes and soft imagery on my website and social media reinforce a welcoming, approachable vibe, making sure clients feel valued and comfortable throughout our journey together.

Ultimately, my branding is about more than just aesthetics—it’s about creating a genuine connection. It reflects the care, passion, and attention to detail that goes into every project, ensuring an enjoyable, collaborative process that delivers high-end results.

ASK YOURSELF: What differentiates your business from others in your industry? How can you highlight these unique aspects in your branding?

5. What Vision Do You Have for Your Brand’s Future?

Your vision for the future can guide your brand story and shape the direction of your branding efforts. My vision for the future is to partner with businesses that deeply value their brand messaging and customer experience, and aspire to create a truly exceptional visual identity. I aim to focus on fewer projects yet larger projects, allowing me to dedicate more time and energy to crafting outstanding brands. This includes everything from logos and colour palettes to packaging, websites, brand merchandise, menus, in-venue collateral, social media, sensory and interior design. By working closely with each brand, I’ll ensure that every touchpoint reflects a cohesive and high-quality brand experience.

ASK YOURSELF: What are your long-term goals for your brand? How do you envision your brand evolving, and what impact do you want to make?

6. Coming up with a tagline.

Think of three words that first come to your mind when you think about your business.

A powerful example of a well-crafted tagline is Airbnb. In 2007, they rebranded and asked themselves, “What is the big idea that truly defines Airbnb?” They realised that Airbnb wasn't just about renting houses; it was about creating a sense of home. This insight led to their tagline: "Belong Anywhere." - source

When you think of Airbnb, the first thing that likely comes to mind is their distinctive colour and brand icon. Even if it doesn’t immediately come to mind, once you see it, you’ll recognise it instantly. This is the power of a strong brand identity combined with a memorable tagline.

The design studio behind Airbnb’s branding described the "Belo" logo as a symbol of belonging—transcending language and simple enough to be drawn by anyone. It represents people, places, love, and Airbnb itself. Brian Chesky, CEO & Co-Founder of Airbnb, said it best: “When I look at this brand, I suddenly realise everything I’ve been trying to say, now we have a way to express it.”

ASK YOURSELF: What words could I use to communicate the community i want to cultivate for my brand. what am i trying to communicate to my audience and what am i aiming to achieve with this brand?

Write down as many words as you can think of and see what ones stand out.

By reflecting on these questions, it will help you uncover your brands heartbeat, which will serve as a powerful foundation for your branding and design. When you’re ready, I’m here to help you translate your insights into a unique and compelling branding package. Sometimes, just one word, idea, or vision is all it takes to spark a design that truly resonates.

Feel free to fill out our enquiry from to start the journey of bringing your brand story to life through branding and web design. Together, we can create something that’s not only visually stunning but also deeply meaningful.