Building Rare Brands that Stand Out with Lauren Bayne

Your brand matters – not just your logo and colors, but the feeling people get from your marketing and business. In this episode of Adventures in Business, Amani and Mandi sit down with Lauren Bayne, Chief Brand Officer, Creative Director, and Founder of RareBrand.co, to talk about what it really takes to stand out in a crowded market… and why playing it safe might be the biggest risk of all.

Meet Lauren Bayne

If you asked Lauren Bayne to describe herself in 30 seconds, you’d hear words like creative, energetic, driven, and problem-solver. From a young age, Lauren approached challenges through a creative lens. Whether it was performing, storytelling, or experimenting with new ideas, she naturally leaned into originality… even before she knew it could become a career.

While studying journalism in college, Lauren took an intro to advertising class and everything changed. What felt like fun to her stood out as talent to her professor. That moment of recognition led her into the world of branding and creative strategy.

Lauren Bayne’s “Rare” Framework

Lauren’s approach to branding is summed up in one powerful word: RARE. It’s both her process and the outcome she helps clients achieve.

Here’s what it stands for:

• Recognized: Your brand stands out instantly

• Adored: People feel something positive about it

• Remembered: It sticks in their minds

• Entrusted: They trust you enough to buy

Too many businesses focus only on being seen. But Lauren pushes her clients to go deeper into emotional connection and long-term trust.

The Biggest Branding Mistake 

If there’s one misconception Lauren sees over and over again, it’s this: People think branding is marketing. But according to Lauren, they’re not the same thing. Marketing is how you promote your business, but branding is why people say yes.

You can run ads, build funnels, and post content all day long, but if your brand doesn’t resonate, none of it sticks.

That’s why she encourages business owners to start with their brand first:

• What do you stand for?

• What do you want people to feel?

• How are you different?

Once that foundation is clear, marketing becomes a whole lot easier.

Why Playing It Safe Is Hurting Your Brand

In today’s world of AI tools and templates, it’s easier than ever to create content. But it also means that everything is starting to look the same.

Lauren believes this “sea of sameness” is exactly why originality matters more than ever. The brands people really love take risks. It’s why people watch commercials during the Super Bowl on purpose – that’s when businesses are taking risks. 

Need more evidence? Brands like Liquid Death built billion-dollar businesses on bold ideas.  Companies like YETI turned everyday products into premium experiences. Risks pay off.

How to Make People Feel Something About Your Brand

So how do you actually create that emotional connection? Lauren’s advice is to stop selling the product and start speaking to the problem.

Every problem comes with an emotion (usually frustration, overwhelm, or excitement, hope, etc.). When you tap into those feelings – and show people you understand them – you create a connection that goes beyond features and benefits.

One example Lauren shared involved children’s clothing that lasted a long time. Instead of focusing on durability alone, the brand told a story about watching a child grow up in the same outfit over time.

The Advice She’d Give Her Younger Self

When asked what she’d tell her younger self just starting out, Lauren didn’t hesitate: Be kinder to yourself. That internal voice is the one so many entrepreneurs struggle with – and it can be louder and harsher than anything else.

And while Lauren is quick to encourage and uplift others, she admits it’s something she’s still working on for herself. It’s a powerful reminder that confidence is about learning how to move forward in the face of doubt.

Connect with Lauren Bayne

🔗 Connect with Lauren Bayne on her website and on RareBrand.co

Subscribe on YouTube

🔗 Rate, review, and subscribe to our channel on YouTube!