Build your brand with intentionality and seasonality

A guest post you'll love by Sarah Robertson

Earlier this year I worked with

Sarah Robertson

to refresh the colours of both my website and newsletter and to create beautiful new logos for both my business and my newsletter Female Owned. I thoroughly enjoyed the entire project of working together, and the results are gorgeous and very much me.

Sarah runs the Brand Seasons publication, and her Kickstarter campaign to fund the Brand Seasons Playdeck is set to launch on Monday 23rd October.

This pocket-sized card deck is full of branding wisdom and guidance, featuring 48 prompts to support you with strategy, styling, and storytelling. At the heart of this project is a desire to approach branding differently, blending intentionality with seasonality. Sign up to the waitlist to follow along with the launch.

I’m so excited to welcome Sarah to Female Owned today and know that you will find her thoughts on branding with intentionality and seasonality inspiring!

Do you crave a more mindful way to build your brand? Just as each season in nature has its purpose, so do our businesses need to shift through cycles of growth and rest. By embracing our natural rhythms, intentionality and seasonality come into play, and we can create sustainable businesses that align with our energy.

The Brand Seasons® Playdeck builds upon my Brand Seasons Method, which helps small business owners and creatives lean into these natural rhythms. By drawing inspiration from nature, we can enjoy a playful yet purposeful approach to branding, inviting you to build your strategy, refine your style, and share your story—all while allowing space for cultivation and restoration.

Why intentionality matters in business

Our energy and focus naturally fluctuate. There are moments when we feel inventive and ready to take on new challenges and others when we need to retreat and nurture ideas quietly. Unfortunately, many business models don’t accommodate this ebb and flow; instead, there’s often pressure always to be producing.

I advocate for being intentional in our approach. By recognising when it’s time to plant new ideas, tend to them, and reap the rewards, you’re creating space for growth while making room for stillness.

The Brand Seasons® Playdeck was born from my experience of using card decks as tools for journaling and writing, and I’ve discovered that when we approach branding with the same sense of playfulness and possibility, we create more meaning.

The deck is divided into four phases, each inspired by a season:

• Sowing (Strategy): This is your foundation—the time to plant the seeds of your vision, purpose, and beliefs. What are the values that guide your brand?

• Blossoming (Style): In this phase, you nurture your brand’s outward expression through design. How do you want your brand to feel?

• Harvesting (Story): This is the time to refine your brand’s narrative. What is your story, and how can you share it in a way that resonates deeply?

• Grounding (Substance): This phase sees us reflect on and align our actions with our values. Does your brand essence feel true to you?

Within the cards, you’ll find prompts and practices to help you move through the branding process at your own pace. Whether you follow them in order, focus on a specific topic, or pull a card for inspiration, the deck can guide you in building a meaningful brand.

When you incorporate seasonality into your business, you’re not just allowing for the natural ebb and flow of creativity—you’re also honouring your own rhythms.

How seasonality can support our brands

At the heart of the Brand Seasons® Playdeck is the desire to bring playfulness back into the branding process. I’ve found that when we permit ourselves to play—whether through experimenting with new ideas, exploring our stories, or simply allowing time for rest—we create a world of possibility.

When you incorporate seasonality into your business, it feels the same. You’re not just allowing for the natural ebb and flow of creativity—you’re also honouring your own rhythms. In my work, I’ve found that certain times are better suited for strategic planning (the Sowing phase), while others are ideal for storytelling and impact (the Harvesting phase). It’s about noticing and adjusting.

Here are some practical ways to invite seasonality into your approach:

• Recognise your cycles of creativity: There are times when creative ideas flow more freely. Allow yourself space to brainstorm and develop new concepts when your energy is high, and use quieter moments to reflect and refine.

• Rotate your focus areas: Each phase can be an opportunity to focus on different activities. For example, in one season, you might modify your processes. In another season, you might evolve your marketing efforts.

• Celebrate the harvest: When you’ve reached a milestone or completed a project, take the time to celebrate it. Reflect on what went well, what you learned, and how you can carry that forward into the next phase.

Running a business doesn’t have to be about endless hustle. It can be about looking after your energy, tapping into your creativity, and finding what feels good. The Brand Seasons Playdeck is here to support you in that journey, and I’m excited to invite you to be part of this project.

How do you approach branding and business? Does it feel in tune with your energy and the natural rhythms of your life? Share your reflections in the comments, or connect with Sarah at Brand Seasons for more insights.

I hope you enjoyed this guest post by Sarah—her approach to seasonality and natural and personal rhythms has been inspiring me for years.

Her publication Brand Seasons publication is helpful for anyone looking to explore the creative cadence of their lives and work. In addition to writing about curiosity, creativity, and connection, she has recently launched her podcast. When she’s not writing on Substack, Sarah helps clients define their vision, create stunning visuals, and uncover their voice through her design studio, These Are The Days.

I’ll be back in your inbox next week with a post on clarifying your business vision (which fits in beautifully with Sarah’s guest post), and a workshop to dive deeper. Have a beautiful week! x

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