Ep 29. How Theming Transformed My Brand (and Can Transform Yours)
Nourish Your Brand · Episode 29
Today we're talking theming, and I want to share how it transformed not just my brand, but how I approach branding with clients. Theming is like a squeeze of lime in a dish, rarely the main ingredient, but impossible to ignore. Think guacamole without the lime, just not the same. That's what a theme does for your brand. Let's get into it.
How it started (and the mistake I made)
Three years ago I wanted my brand to stand out. I've always loved food, so I thought I'd work with food brands, the natural bridge between my passion and my goal. But looking back, I didn't use the theme strategically. I was networking in an industry where I had no connections, slogging away, throwing the food theme in here and there with no real plan. I got close to burnout, all those events and conversations with no work from the food industry to back it up.
The shift that changed everything
The big shift came when I realised I didn't need to work exclusively with food brands to use the food theme. I'd been pedalling hard in a really low gear and getting nowhere. What I needed was to use the theme to turn up the gears, to let it be the thing that makes my brand unique, not the industry.
That was freeing, though it meant backtracking, I'd positioned myself as a brand designer for food businesses, so there were about six months of re-educating people that I keep the food theme but work with all kinds of small businesses. Once I stopped forcing the theme into an industry niche and used it to differentiate my brand instead, everything got easier.
What changed
The food theme gave me direction, I started using food analogies (like this episode's squeeze of lime) to explain branding, which made my content more memorable. People recognised me as the one who talks about branding through food, which set me apart in an often jargony space. It attracted the right clients, the ones who don't want stuffy or corporate are drawn to me. And it reignited my passion, making client work, content and running the business genuinely more fun.
Two misconceptions about theming
First, that your theme must directly relate to your services. Not true, that was my mistake. It needs to align with where your business is at. For me, food and branding have nothing to do with each other, and bringing them together is exactly what makes it fun and unique.
Second, that a theme boxes you in. It's the opposite. A theme gives direction and clarity and makes branding decisions easier. Like boundaries that create freedom, your theme gives you structure to explore and create within. It's a guide that enhances creativity, not a cage.
How to start
Begin with what excites you. Brainstorm a few ideas and test them behind the scenes, write some posts, try some visuals. The theme with the most legs, the one you can see working across visuals and messaging, is the one. And remember themes evolve, you can narrow and broaden within them over time. Balance the fun with clarity about your business and who you serve, then weave the theme through your visuals and copy so it enhances your offer. Helping clients uncover their theme is one of my favourite parts of my branding sprints, often as subtle little easter eggs that create delight and connection.
Ask yourself this week
What excites you that could become your theme, whether or not it relates to your industry?
Could you test a couple of ideas behind the scenes this week?
Is fear of being "boxed in" actually holding you back from the clarity a theme would give you?
Where to go from here
A theme gives both you and your audience clarity, direction and an unforgettable experience. If you're not sure where to start, that's exactly why I created the free Knead a Theme challenge, where I guide you to uncover a theme that's uniquely yours. And when you're ready to build it out across your whole brand or a signature offer, that's the Brand Kitchen and the Offer Oven.
Related episodes
Ep 17: Why theming your offer makes it irresistible
Ep 31: Bringing brand themes to life: real examples
Ep 42: How to theme your brand with purpose (Theming Part 1)
Resources mentioned
Knead a Theme challenge – my free challenge to uncover a theme that's uniquely yours
The Spread – my email newsletter, with new episodes straight to your inbox
Here's More…
Does my brand theme have to relate to my industry? No. A theme needs to align with where your business is, not match your services. My food theme has nothing to do with branding on paper, and bringing the two together is exactly what makes my brand unique.
Will a theme box my brand in? The opposite. A theme gives you direction and clarity and makes branding decisions easier, like boundaries that create freedom. You can narrow and broaden within it as you grow.
How do I find a theme for my brand? Start with what genuinely excites you, test a few ideas behind the scenes, and choose the one with the most legs across your visuals and messaging. My free Knead a Theme challenge walks you through it.
About the host
I'm Aiza, the brand chef behind Studio Coya, a branding studio with a food-themed twist. I help established coaches, creators and service providers brand their signature offers so their best work looks as good as it actually is, and sells like hotcakes.
