The PB&J Guide to Building a Brand That Sticks

Simple ingredients. Strong structure. The right balance.

At Brand & Basket, we believe the best marketing isn’t complicated — it’s considered. And sometimes, the simplest ideas make the strongest metaphors.

Like a sandwich.

A peanut butter and jelly one, to be exact.

Here’s what it can teach us about building a brand that actually sticks.

Bread = Structure

The bread holds it all together — just like your brand’s structure.

Think:

• A clear visual identity

• A consistent tone of voice

• Systems and templates that keep your marketing aligned

It’s not the flashiest part — but it’s the foundation that makes everything else work.

Peanut Butter = Strategy

Sticky. Grounding. Ties every layer together.

Your brand strategy should do the same — giving purpose to everything from positioning and messaging to how you show up online and in-store.

Without strategy, even the best creative won’t stick.

Jelly = Creativity

This is the flavour. The colour. The personality.

Creativity is what brings your brand to life through:

• Storytelling

• Design direction

• Campaigns and content

But it only works when it’s layered with structure and strategy.

Too Much of One? It Gets Messy.

Just like a good sandwich, great branding is all about balance.

• Too much creative without structure? Confusing.

• Too much system without soul? Forgettable.

• Strategy without execution? Nothing gets done.

That’s why we bring all three to the table.

From A to Z: What Good Marketing Really Takes

We’ve even broken it down:

A — Awareness always comes first

B — Branding is your foundation

C — Content should connect and convert

X — eXecution makes it real

Y — Your audience is everything

Z — Zero fluff is our rule

It’s how we help independent businesses build brands that don’t just look good — they actually sell.

Want a brand that sticks?

Let’s build something worth remembering.