Branding Starts with Why

In the world of branding, few things are as critical—or overlooked—as starting with a clear sense of why kicking off the central theme of Karley Cunningham’s conversation on Cocktails with Friends with host Bob Cutler. Over warm hot toddies and witty banter, Karley, of Big Bold Brands, brought her branding expertise to life, illustrating why the soul of a business lies in its purpose, not just its logo or paint color.

For small business owners, especially in the hospitality industry, it’s tempting to dive straight into tangible details—menus, decor, and signage. Bob admitted as much, recounting how he launched his bistro, Novio’s, using instinct and inspiration rather than strategy. While his choices—like naming the restaurant after his beloved coach and choosing the whimsically named paint color “Elephant’s Breath”—were personal and heartfelt, Karley explained how beginning with a defined why can make those decisions more deliberate and impactful.

“Why are you doing this?” she asked, not rhetorically, but as the foundation of her process. Whether you’re opening a dive bar or a fine dining establishment, understanding the purpose behind the business sets the stage for everything else. Is it about recreating a cherished experience from your youth? Or about providing a unique space for your community to gather? This clarity influences every decision, from the stories told on your menu to the kind of glassware that lines your shelves.

Karley emphasized that businesses often stumble when they try to be everything to everyone. Instead, she encourages owners to focus on their core beliefs and audience. “Your brand is not your logo or your colors. It’s your reputation multiplied by your exposure,” she said. A clear sense of purpose helps not only in crafting the brand but also in weathering the inevitable challenges of running a business.

Bob’s own journey illustrated these points beautifully. His branding choices stemmed from personal connections, like incorporating Coach Novio’s signature, but his openness to reevaluating those decisions with guidance highlighted the importance of strategy alongside passion. As Karley pointed out, authenticity is powerful—but when paired with a well-defined vision, it can elevate a business from good to unforgettable.

While why forms the foundation of any great brand, it’s only one piece of the puzzle. In her conversation with Bob, Karley also delved into the art of crafting a memorable customer experience—right down to the mugs used to serve a hot toddy—and the pitfalls of trying to appeal to too broad an audience.

Curious how your brand story extends to every detail in your business or how staying in your lane can actually expand your reputation? Stay tuned for more insights from Karley Cunningham’s conversation on Cocktails with Friends.