Growing a Brand: The Parallels Between Gardening and Business

It’s February, and there is over two feet of snow on the ground. Despite this, I am planning and preparing for springtime in my garden. In the front of our home there were several different plant species that were overgrown, and had an invasive vine that was starting to overtake them. They were planted by the previous home owner, and we don’t have a lot of sentimental attachment to them. So, my wife and I decided to make a change. We want to plant hydrangeas that will grow lovely blue and purple flowers throughout the spring and summer which is going to look incredible. In truth, I started this project in autumn of last year. I began by cutting back the overgrowth and digging up the old plants removing everything, including the roots. However, it was October by the time we went to a local plant nursery to purchase the hydrangeas, and we were advised by an expert that we should wait until the spring since the ground would likely freeze before the roots could take hold, which might kill our new plants before they even had a chance to grow. I missed my window. The conditions weren’t right at that time. But, they will be soon, and I will be prepared.

The issue of timing is very similar to building a successful brand. Upon reflection, there are several parallels between growing plants and growing a brand. Both gardening and branding require patience, strategy, and careful attention to conditions and timing to achieve growth. I realize there is not a literal through-line between growing vegetation, and growing a business. But, sometimes metaphors read better than "do good branding". So, read along as I attempt to drive the analogy of cultivating a healthy plant and fostering a successful brand into the ground. 

Prepare the Soil – Strategically Laying the Groundwork

Just as knowing the type of plant you want to grow dictates the kind of soil you need, the foundation of your brand is built upon a solid strategy. Different goals and strategies will shape the way your brand grows. Similarly, different soil types can dictate the type of plant you grow. The acidity of soil can influence the color of flowers or the overall health of a plant. Crafting the right strategy for your brand is crucial because it determines how your business will bloom – or whether it struggles to grow.

Some plants can survive in tough conditions, but they do so at the cost of thriving. Take the prickly cactus, for example: it’s built for survival, but not for consistent growth or vibrant flowering. It stores and defends its resources. Similarly, if a brand is constantly defending market share, or position it may survive, but not grow. It requires calculated risks to adapt and thrive in changing conditions.

Sunlight and Water – Engaging Your Audience

Plants need sunlight to grow, just as brands need exposure to their audience. But just as a plant can be overexposed to the sun, a brand can oversaturate the market. Striking the right balance is key. Too much advertising or promotion can have the opposite effect, slowing growth rather than accelerating it. If you broaden your reach for brand awareness too fast, you risk becoming recognized without any relevance. In competitive markets, your audience needs to know why you are relevant, not that you simply exist.

Watering is also critical for plants to grow. But, you have to water the right amount. Watering for plants is like advertising and promotions for your brand. You can’t simply outspend competitors and expect to win customers. Overwatering plants can drown them, just as over-promoting can burn out your audience. It’s all about finding the right amount of promotion, offering clear messaging that resonates, and building a strong connection with your audience.

Pruning and Shaping – Refining Your Brand and Messaging

Healthy growth also requires pruning and shaping, and if you haven't caught on yet I am not just talking about plants. Just as a gardener inspects leaves and removes dead or excess growth, brand owners need to regularly assess and refine their messaging. This ensures that the brand’s identity remains clear and that resources are focused on the most effective strategies for growth.

Knowing what and when to prune can make the difference between growth and stagnation. Consumer and Market research, Brand Health Studies, and content performance testing is a great way to monitor how your brand is perceived by your audience, and ensure your marketing messaging is working. Having a brand strategy that includes a unique value proposition, and a clear positioning strategy will help you measure success and keep your brand growth on track.

I worked at Samsung from 2009 to 2018. During that time, we were constantly competing with Apple in the mobile phone and consumer electronics space. iPhones and MacBooks were perceived not only as premium and innovative, but cool and trendy amongst everyone’s favorite target audience at the time - Millennials. The initial response by Samsung was to convince consumers that we were just like Apple. This messaging obviously did not work, for several reasons, but mostly because it just was not true. So, we took a closer look at consumer research and found that although we were not perceived the same as Apple, we still had a lot of positive sentiment. Instead of cool and trendy, consumers perceived Samsung as trustworthy, dependable, user friendly, and high quality. So we stopped trying to occupy another brand's space, and reshaped our messaging strategy within our brand space. Needless to say, we saw renewed growth.

Climate – Understanding Market Conditions

Just as plants thrive in certain climates, brands only grow when the conditions are right. Understanding your market, consumer behaviors, and economic factors will provide the environment needed for your brand to flourish. A plant that isn’t suited to its environment won’t thrive, and a brand that doesn’t adapt to market needs can stagnate. 

Repotting and Scaling – Expanding Your Brand’s Reach

There comes a point in a plant’s life when it outgrows its current pot. This could mean that it’s time to repot it in a larger container to allow its roots to expand and continue growing. This of course comes with the risk that the roots might get damaged during transition, or that they simply are not able or ready to take root in a bigger space.

Brands may reach a stage where they need to scale to continue growing. Scaling requires higher investment, more resources, and sometimes a shift in strategy. Taking the leap to scale your brand can be risky, but it's essential for continued growth.

When Things Aren’t Growing – The Risk of Stagnation

Sometimes, despite your best efforts, a plant just won’t grow, or it might reach a plateau and stop thriving. Even with the right soil, water, sunlight, and care, growth doesn’t always happen. The same is true for brands. Despite all the right moves, external factors, market trends, or internal challenges can stifle growth.

However, this doesn’t mean the plant (or brand) cannot be revived. A plant that’s not thriving might need to be propagated, where a healthy part is taken to grow anew, separate from the original. Similarly, when a brand faces stagnation, rebranding or repositioning can breathe new life into the business.

A recent example of this can be seen at Jaguar, a luxury brand who built their reputation making powerful, luxury sports cars. This is an iconic brand. They were featured in several James Bond films, typically as the Villain's car of choice. (Although I don’t think they ever reached the pinnacle of luxury automobile prestige - the "Grey Poupon" commercial.) Over the past decade however, Jaguar faced declining sales as the demand for crossovers and electric vehicles grew. In late 2024, the brand underwent a significant transformation, introducing a new typeface logo, vibrant color palette, and shifting its target audience to a younger generation of car buyers. While it remains to be seen if this rebrand will reverse their declining sales, it’s a clear example of how brands must sometimes pivot, take risks, and be willing to adapt and change to the expectations of consumers.

In Conclusion – Your Brand Growth Depends on a Multitude of Factors

Whether tending to a small garden or scaling a large business, growth requires patience, strategy, and a willingness to take risks. Growth is made possible by preparing the soil (developing a strong strategy and analyzing market conditions), providing the right amount of water and sunlight (driving brand awareness), pruning and shaping (refining your messaging), repotting at the right time (scaling your business), and adaptability to forces outside your control (hey that's for both!).

While not every plant or brand will grow exactly the way you plan for, success often comes from perseverance. By making smart moves and investments, and knowing what it is you are trying to grow, it is possible to build a truly successful brand that is well known and loved by customers. Let’s get growing.

For help developing your brand and growth strategy, send us an email at info@longstoryshortdigital.com.