If I Were Starting a Brand in 2025, I'd Do It Completely Differently

Let’s just get this out of the way: starting a brand right now is kind of insane.

Let’s just get this out of the way: starting a brand right now is kind of insane.

The market is crowded. Consumers are smarter. The algorithm hates you. Everything feels loud, fast, and vaguely like a copy of a copy. If I were launching a brand in 2025, I wouldn’t just tweak the playbook... I’d throw the whole thing out.

Don’t get me wrong. I love what I’ve built. But if I had to start today? Here’s exactly what I’d do differently... not because I have all the answers, but because I have the scars (and the screenshots) to prove I’ve been through it.

1. I’d Build a Community Before a Product... Again, and Even Louder

This is actually one thing I did do when I launched SET….and it's a huge reason it worked. Before there was a product, there was a community. A real one. People who followed the journey, gave feedback, rooted for the brand, and felt like they were part of something bigger than just clothes.

In today’s world, I’d double down on that even more. The consumer is smarter. The algorithm is colder. You need connection, not just content. I’d spend months talking to people, building trust, and creating value before I asked anyone to buy a single thing.

And no, this isn’t about building a culty online club with matching profile pics. It’s about showing up consistently, being transparent, and caring about your people... long before you pitch them something.

Because a community-first brand can outlast any algorithm update. Every single time.

2. I’d Launch With One Iconic Product... Not a Full Collection

I don’t care how good your designs are. If you're new, people are giving you one shot... one chance to impress them. So don’t throw ten products at the wall hoping something sticks.

I’d find the hero product. The thing that solves a specific problem, makes people feel something. That’s your calling card. Get that right, and they’ll come back for more. Get it wrong, and you’re the brand that “had potential.”

3. I’d Skip the DTC-Only Fantasy

DTC used to be the dream: full margins, total control, cozy Shopify dashboards. But now? Paid media is expensive, email open rates are a joke, and Instagram growth feels like yelling into the void.

If I were starting now, I’d diversify from day one. Maybe I’d do a collab with a Pilates studio. A limited drop with a local boutique. A pop-up that feels more like a party. I’d get creative with distribution... because good product in the right hands is more powerful than a thousand boosted posts.

4. I’d Design for Real-World Word-of-Mouth... Not Just Likes

We’re past the “aesthetic feed” era. We’re in the “would your best friend text you this brand?” era. I’d ask myself: what’s going to make someone talk about this in real life?

Maybe it’s the quality. Maybe it’s the story. Maybe it’s the way the packaging makes you feel like you're receiving a love letter instead of a sports bra. Either way, I’d design for conversation... not just conversion. Social proof doesn’t start on social anymore. It starts in group chats.

5. I’d Care More About Brand Voice Than Brand Guidelines

This one might offend the Canva girlies, but I’m going to say it: the best brands today don’t have perfect fonts... they have personality.

I’d stop worrying about looking “premium” and focus on sounding like someone you'd actually want to DM. I’d write like a human, not a mission statement. Because connection beats polish every single time. And if you can make someone laugh and feel seen? You win.

6. I’d Be Obsessed With Profitability... Not Hype

This one is boring. But it’s also the reason so many buzzy brands quietly disappear. Hype is addicting, but it doesn’t pay your team, your vendors, or your POs.

If I were starting today, I’d run lean. Small team, small runs, smart inventory. I’d rather be underestimated and profitable than loud and broke. (Put that on a bumper sticker.)

7. I’d Stay Small Until I Was Really Ready to Scale

Growth is cute until it’s crushing. Everyone wants to scale... until they realize scaling means managing more people, more problems, and more pressure. I’d stay nimble for as long as possible. Test. Learn. Pivot. Be nimble, not just trendy.

And when I did scale, I’d do it intentionally... not just because someone said it was “time.”

8. I’d Create Something That Feels Like It Matters

This one sounds vague, but it’s everything. There are a million brands out there selling cute things. The ones that last? They mean something. They make people feel something. They stand for something... even if it’s just giving people a little more confidence in their day.

If you’re just launching a brand to launch a brand, don’t. Seriously. The market doesn’t need more products. It needs more point of view.

You Can Still Win... But You Need to Play Differently

If you're starting a brand in 2025, I'm not going to sugarcoat it: it’s hard. And not just because of the competition... but because you’ll be expected to be everything all at once. Creative director, operator, social media manager, part-time therapist.

But if you're clear on your why, brave enough to stand out, and disciplined enough to build smart... you’ll find your people.

And when you do? That’s when the magic happens. Not on launch day. Not when a celebrity reposts you. But when someone says: “This brand just gets me.”
That’s when you know you’re building something real.