What does it really mean to build a brand?
Not a logo. Not a trendy font or flashy ad. A brand. The kind people remember. The kind that makes someone say, “That’s so you.”
In this episode of Letters of Intent, attorneys Pankaj Raval and Sahil Chaudry sit down with branding powerhouse Cynthia Ferngren to unpack just that. What follows is more than a lesson in design; it’s a deep, honest look at how branding is rooted in self-discovery, empathy, and yes, the law.
Whether you’re launching your first company or trying to breathe life into an existing brand, this conversation is full of gold. And we’re breaking it down for you, point by point, takeaway by takeaway.

Why Every Founder Needs to Master Branding
Let’s start here: if you’re building a business, you’re already building a brand even if you don’t mean to.
Cynthia puts it simply: “Every founder needs to master branding.” Why? Because your brand is your reputation. It’s how people feel when they interact with your product, service, or even just your social media posts. And that feeling either invites people in or pushes them away.
Most people think branding is the fun stuff, colors, logos, and packaging. But real branding starts with self-awareness. What do you stand for? Who are you serving? What kind of impact do you want to leave behind?
The truth? Your brand isn’t something you create once and forget. It evolves as you evolve. And Cynthia’s journey proves that.
From Corporate to Purpose-Driven: Cynthia’s Journey
Cynthia started in the high-stakes world of corporate branding. She worked with Fortune 500 brands and saw firsthand how polished visuals could mask a lack of clarity behind the scenes.
But something was missing.
“I didn’t feel connected,” she says. “There was this desire to align my values with my work.” That pivot led her to support entrepreneurs, especially women and mission-driven founders, who wanted to do branding differently.
She discovered that the most powerful brands weren’t the ones with the biggest ad budgets; they were the ones where the founder’s voice rang clear, loud, and true.
Branding, Marketing, and Advertising: What’s the Difference?
Let’s break this down because even seasoned entrepreneurs get it wrong:
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Branding is your identity, your story, tone, style, and values.
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Marketing is how you communicate that identity to your audience.
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Advertising is how you amplify that message.
Too many startups jump straight into paid ads without knowing what they actually stand for. Cynthia sees it all the time: “They skip the branding work and then wonder why their campaigns fall flat.”
It’s like trying to build a house on sand. Do the inner work first.
Client Clarity Comes from Experience, Not Just Strategy
We often hear: “Who’s your ideal client?”
But Cynthia flips the question.
Instead of mapping your ideal customer from a textbook persona template, try working with real people. Learn through trial, error, and iteration. “You won’t know who your ideal client is until you’ve had a few wrong ones,” she laughs.
The emotional component matters too. What kind of people light you up? Who drains you? Who brings out your best work?
This isn’t just branding, it’s business therapy. And it’s worth every minute.
Design Thinking: The Secret to Collaboration and Innovation
Here’s where it gets juicy. Cynthia champions design thinking, a human-centered approach that embraces empathy, ideation, prototyping, and testing. Why does this matter for founders?
Because branding isn’t a one-way street.
Great brands are co-created with your audience. Design thinking invites collaboration and creativity into every stage of brand development. It helps you spot what’s not working before you spend a fortune scaling it.
It’s also a mindset shift from “I need to get this perfect” to “Let’s test, learn, and iterate.”
Trademark Clearance and Legal Protections: Yes, This Matters
You’ve built a name, a look, a message that resonates. But is it protected?
Too many entrepreneurs fall in love with a brand name only to find out… someone else owns the trademark. Cue the rebrand (and thousands of dollars down the drain).
This is where Pankaj and Sahil offer invaluable advice. Legal due diligence should never be an afterthought. Cynthia agrees: “I always encourage clients to check the legal boxes early.”
✅ Trademark search
✅ Domain availability
✅ Social handle security
Founders, do this before the website goes live. Before the pitch deck hits investors. Before the merch is printed.
Pro tip: Work with a branding agency and a law firm together. Build a name you love—and one you can legally own.
Engaging With Your Audience: The Feedback Loop You Need
Cynthia talks a lot about listening, not just talking. In her work, she encourages founders to engage consistently with their audience. This feedback isn’t fluff, it’s your compass.
Comments. DMs. Reviews. Emails. Even complaints. Every data point tells you how your brand is landing and where it’s falling flat.
Emotion and data go hand-in-hand in effective branding. One without the other is like driving with one eye closed.
Branding as a Journey of Self-Discovery
Here’s where Cynthia’s wisdom really hits home: “Building a brand is a personal journey of self-discovery.”
You’ll confront imposter syndrome. You’ll question your messaging. You’ll outgrow old identities.
But the beauty? Your brand evolves as you do.
So if you’re not 100% clear right now, that’s okay. Keep going. Your voice will strengthen with time, experience, and trust in the process.
Advice for New Entrepreneurs in a Digital-First World
Sahil asked Cynthia what advice she has for early-stage founders. Her response?
“Be patient. It always takes longer than you think.”
In a world of fast launches and viral moments, it’s easy to feel behind. But true brand-building? It’s slow. Intentional. Grounded.
Here’s her quick-hit advice for entrepreneurs starting out:
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Don’t rush the process. Give your brand space to unfold.
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Hire help when needed. You don’t have to DIY everything.
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Protect your brand legally. Trademark early. Stay safe.
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Invest in clarity. Get clear on your “why,” your audience, and your voice.
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Trust your gut. Strategy is important, but so is intuition.
And remember, your brand is not just for your customers—it’s for you, too. It’s how you show up. It’s your legacy.
Branding Mistakes to Avoid (According to Cynthia)
Let’s get real—what should you not do?
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Don’t copy what others are doing. It’s tempting, but it backfires. People can spot inauthenticity a mile away.
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Don’t ignore your values. If your brand doesn’t align with who you are, it won’t last.
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Don’t skip the legal check. Seriously, trademark your name before the launch.
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Don’t forget your team. If you’re scaling, make sure everyone understands the brand story. Alignment is key.
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Don’t wait for perfection. Start with version 1.0. Refine as you go.
Why Law and Branding Go Hand-in-Hand
Branding and the law may seem like strange bedfellows, but they’re more connected than you think.
Your brand is an asset. A legal asset. And just like real estate, it needs protection.
That’s why the collaboration between someone like Cynthia and a firm like Carbon Law Group is so powerful. It’s not just about what your brand looks like; it’s about what it’s worth and how it’s protected.
If you’re building a business in Los Angeles—or anywhere—don’t wait until something breaks. Start with a strong brand foundation and legal coverage.
Final Thoughts: Your Brand is Going to Live Forever
As Cynthia says, “Your brand is going to live on forever.”
It’ll outlive your logo. Your website. Even your current product.
So what legacy are you building?
Whether you’re launching a new venture or refining an existing one, the magic is in the intersection of storytelling, design, values, and legal clarity.
Need help protecting the brand you’ve poured your heart into? Carbon Law Group helps founders every day with trademark filings, brand strategy, and business formation.
Let’s make sure your brand doesn’t just look great, but lasts a lifetime.
🔗 Learn More: Visit Carbon Law Group
Connect with Pankaj: LinkedIn
Connect with Sahil: LinkedIn
Connect with Cynthia: ferngrencreative.com