The Evolution of Branding: Lessons from Entrepreneurship

The Evolution of Branding: Lessons from Entrepreneurship

The Evolution of Branding: Lessons from Entrepreneurship

One of my favorite parts about being an entrepreneur is the thrill of creating a new product. From sourcing suppliers to perfecting recipes, brainstorming names, and building a brand—the journey never gets old. There’s something magical about taking an idea and transforming it into something tangible that people can hold, taste, and enjoy. Then comes the crucial step of testing market fit. Will people love it as much as you do? That’s the question that keeps you going.

One brand I’ve been working on for years is LEMN. It’s a  superfood lemonade been quietly sitting on our website, only available in a 1kg size, like a project waiting for its time to shine. And that time is now. This year, LEMN is becoming the real deal. I’m thrilled to share that the designer is finalizing the logo as we speak, and next week, the mixer and I will be tweaking and testing the recipe one final time. Soon, we’ll be setting up barcodes, nutritional labels, and designing the packaging—including those essential cardboard display shelves.  It took me ages to firure out that a  sesonal brand will not work in Canada on the regular shelves.  What store wants a brand taking up space during the winter.  So we are creating our own shelving.  Light bulb moment!!! The plan? To pre-sell the product off mock-ups and have it on store shelves by May.  

Looking back to when I first started Domo Tea, I can’t help but smile. It all seemed so simple back then. But the reality is, building a brand is one of the toughest businesses to be in. There are free fills, hefty listing fees, and competition with tea companies that have deep pockets. It’s a lot to navigate. I’ll never forget the moment Urban Fare said yes to listing our products. Seeing Domo Tea on their shelves for the first time? Pure magic.

Then came our next big win: London Drugs. I remember getting into the car after they said yes, looking at my then-partner, and saying, “We’re going to be rich—house-on-the-water rich.” It was such an exciting moment and no we are not "house on the water rich'.....yet.  But in retrospect, I’ve learned that building a brand takes time. It requires constant tweaking, relentless marketing, and more than a few hard life lessons.

In the early days, we made a ton of rookie mistakes. (If you’re curious, check out my previous blog post for the full story.) Eventually, we found a mentor in the industry who guided us, helping us avoid some of the bigger pitfalls. Now, years later, I’ve come full circle. I’m mentoring a new popsicle startup, sharing what I’ve learned along the way.

Branding is more than just a name or a logo; it’s about creating a story and a connection. It’s about listening to your customers and adapting to their needs. And it’s about perseverance—seeing your vision through despite the challenges. LEMN is a testament to that. I can’t wait to share the evolution of our new Superfood Lemonade with you all. Stay tuned, because the best is yet to come!

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