How to Build a Standout Brand (Even If You’re Starting from Scratch)

How to Build a Standout Brand with Karen Trenk of Handzies

Have you ever wondered how to build a standout brand even if you’re starting from scratch? Did you have an idea but felt unsure about how to turn it into a business? Maybe you’ve thought, The market is too crowded—how could I possibly stand out?

You’re not alone. My friend Karen Trenk, founder of Handzies, had the same doubts when she set out to create a natural, soap-and-water alternative to hand sanitizers. She had no background in consumer goods and no major marketing budget. But she took her idea and turned it into a thriving business.

In this episode of Living the Whole Picture, Karen shares what she’s learned about building a brand from scratch, standing out in a competitive market, and getting seen by the right people.

Let’s dive into what makes a brand truly stand out—no matter where you’re starting.

The Key on How to Build a Standout Brand: Solve a Real Problem

Karen’s journey began with a personal need. She wanted an easy, natural way to clean hands on the go—without the harshness of alcohol-based hand sanitizers. When she couldn’t find an option, she created her own.

1. Identify a Gap in the Market

Great brands don’t start with flashy logos—they start with real solutions. If you want to stand out, ask yourself:

What frustrates me about my industry?
What do I wish existed?
How can I make something easier, better, or more accessible?

Karen didn’t reinvent hand hygiene—she reimagined a better way to do it.

How to Get Noticed in a Crowded Market

Even the best ideas won’t succeed if no one knows about them. Karen built Handzies into a recognizable brand by focusing on visibility and trust. Here’s how you can do the same.

1. Be Different, But Clear

Handzies isn’t just another hand wipe—it’s a soap-and-water experience in a wipe. Karen positioned it that way from day one.

Action Step: What makes your brand different? Define your unique selling proposition (USP) in one clear sentence.

2. Use Word-of-Mouth and Social Proof

Karen didn’t rely on paid ads. Instead, she focused on getting Handzies into the right hands—through influencers, PR, and organic reach.

Action Step: Reach out to influencers, customers, or peers and ask them to try your product and share their experience.

3. Leverage Social Media, but Be Intentional

Karen built her audience through targeted influencer collaborations and features in trusted media outlets. She didn’t try to be everywhere—she focused on where her audience was most engaged.

Action Step: Choose one social platform to focus on and consistently share content that builds credibility.

The Challenges of Entrepreneurship (And How to Overcome Them and How to Build a Standout Brand)

Starting a business isn’t easy. Karen shared some of the biggest challenges she faced—and how she pushed through them.

1. Figuring Things Out as You Go

Karen didn’t start with all the answers. She researched, asked questions, and learned by doing.

Lesson: You don’t need to know everything—you just need to take the next step.

2. Scaling Without Losing Quality

As Handzies grew, Karen had to balance demand while maintaining her brand’s integrity.

Lesson: Growth is great, but don’t sacrifice quality for speed. Scale at a pace that allows you to stay aligned with your brand values.

3. Staying Motivated When Things Get Hard

Karen compared entrepreneurship to running a marathon—you don’t get to mile 26 by worrying about the whole race.

Lesson: Focus on one small step at a time instead of getting overwhelmed by the big picture.

Your Brand Won’t Stand Out If You’re Afraid to Show Up

One of the biggest takeaways from this episode? You can’t grow a brand if you don’t put yourself out there.

Karen built Handzies because she believed in it. She didn’t wait for permission. She just started.

If you take one thing from this episode, let it be this: You don’t need to have all the answers. You just need to start.

Final Thoughts on How to Build a Standout Brand

Building a standout brand isn’t about flashy logos or huge marketing budgets. It’s about clarity, connection, and consistency.

I’m building a complete roadmap to help you go from hesitant and overlooked to confident and in demand for your brand. Be the first to know when it launches by subscribing below. Contact me if you want to work together. Also, my free e-book: Quick Tips for Social Media Portraits is a great resource to help you show up.

Resources & Links for Handzies

Get Handzies – Shop on Amazon or visit Handzies.com

Follow Karen Trenk & Handzies:

Website: handzies.com
Instagram: @handzies
Email Karen: karen@handzies.com

How to Build a Standout Brand