If I were starting a new business in 2026, here’s what I’d focus on
If I were starting a new business in 2026, I wouldn’t try to do everything. I wouldn’t chase every platform. I wouldn’t try to be louder, trendier, or more polished than everyone else.
I’d focus on building something steady, clear, and sustainable from the start.
After more than a decade in design and brand strategy, and nearly nine years running a marketing agency, I’ve seen what holds up over time and what quietly burns people out. Marketing in 2026 is not about hacking the algorithm or finding some secret shortcut. It’s about showing up consistently in the places that actually help people find you and trust you.
Here’s what I’d focus on if I were starting from scratch today.
Getting crystal clear on what I do and who it’s for
Before a logo, before Instagram, before a website, I’d spend time putting language around my business. What problem do I actually solve? Who benefits the most from my work? What do I want to be known for?
Clarity here saves so much time and energy later. When you know how to describe your work in plain language, everything else gets easier. Writing website copy feels less painful. Social captions don’t feel like a guessing game. People understand what you do without needing it explained three different ways.
If people are confused, they won’t dig deeper. They’ll just move on.
A solid brand foundation
This is where I’d slow down and really take my time getting it right.
A brand foundation isn’t just a logo or a color palette. It’s your messaging, your visual direction, and the overall feeling you want people to have when they interact with your business. It’s the thread that’s woven through everything else you put out into the world.
If I were starting fresh in 2026, I’d focus on branding that feels aligned and flexible, not trendy or overly complicated. Something that reflects who I am and speaks directly to the people I want to work with. Something that can grow with the business instead of needing a full reset every year or two.
When your brand foundation is strong, marketing decisions get easier. You’re not constantly second-guessing how things should look or sound. You have a system to come back to that you’ve already thought through.
An awesome website
This is the piece so many business owners put off. A website feels big, time-consuming, and easy to push to the bottom of the list when you’re focused on getting clients through the door.
But here’s the thing: Building a website is one of the most time-intensive and important parts of your business, and it only gets harder to tackle as you get busier.
If I were starting in 2026, I wouldn’t wait until I was overwhelmed or operating at full capacity to invest in my website. I’d do it while I still had the mental space to be intentional about how it functions, how it communicates, and how it supports my day-to-day work.
Your website should make your job easier, not harder. It should answer common questions, set expectations, attract the right people, and filter out the wrong ones. When it’s done well, it saves you time. When it’s an afterthought, it quietly adds friction to everything else you do.
The longer you wait, the more likely your website becomes something you dread dealing with instead of a tool that actually works for you.
Building an email list early on
This is another piece that’s easy to postpone, especially when your business is new and you’re focused on immediate visibility. Email can feel less urgent than social media or a website, so it often gets pushed to “later.”
If I were starting a business in 2026, I’d treat my email list as a long-term asset from day one. Even if it starts small and grows slowly at first. An email list gives you a direct line to people who are genuinely interested in what you do, without relying on algorithms or outside platforms to decide who sees your content.
Thankfully it doesn’t need to be complicated! You just need one clear way to sign up, a simple reason to join, and a thoughtful email every few weeks that sounds like a real person vs. a marketing machine.
As your business grows and your time gets tighter, your email list becomes one of the most efficient ways to stay visible, share updates, and build trust without having to constantly start from scratch. It’s something you own, something you control, and something that continues to work even when you’re busy serving clients.
Building marketing habits I can actually maintain.
This might be the most important part.
I wouldn’t create a plan that only works when I’m motivated, inspired, and fully caught up. I’d build something that works even when life is busy and energy is low.
Marketing doesn’t have to be all-consuming to be effective. Small, consistent efforts done over time build real momentum and I’ve seen this proven again and again.
If you’re starting a business in 2026, or thinking about resetting how you show up in your current business, focus on the pieces that give you the biggest return on your time and energy. Clear messaging. A solid website. Consistent content. Thoughtful branding.
There’s no magic formula. Just intentional choices, steady effort, and a willingness to keep showing up. You’ve got this!
