Alright – so today we’ve got the honor of introducing you to Joella Hopkins. We think you’ll enjoy our conversation, we’ve shared it below.

Joella, appreciate you joining us today. Let’s start with a fun one – what’s something you believe that most people in your industry (or in general) disagree with?

One thing I believe, that many in the branding and marketing industry might not fully agree with, is that you don’t need to be everywhere to make an impact, especially if it means diluting your message or disconnecting from your roots. In our work at Branding Aloha, we lead with culture, not just strategy. And I’ve found that anchoring a brand in its cultural identity and values is far more powerful than following fleeting trends.

Many agencies prioritize visibility, speed, and virality, but I believe real impact happens when a brand is deeply connected to who they are, where they come from, and who they serve. For us, “aloha” isn’t just a tagline, it’s a cultural value that influences how we create, collaborate, and communicate. That cultural grounding fosters trust, connection, and loyalty that surface-level marketing simply can’t replicate.

While others might focus on going wide, we focus on going deep, helping brands honor their stories, their communities, and their values. And I truly believe that’s where the most meaningful, lasting growth happens.

Joella, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Joella Hopkins, the President of Branding Aloha, a boutique branding and marketing agency rooted in the spirit of aloha. My journey into this industry began with a deep love for storytelling and community, two things I believe are essential to building authentic and lasting brands. With a background in creative direction, communications, and digital marketing, I launched Branding Aloha to help purpose-driven businesses connect meaningfully with their audience through thoughtful branding and strategic storytelling.

At Branding Aloha, we specialize in brand identity development, content creation, web design, and social media strategy, all designed to help our clients show up with clarity and confidence. Whether we’re working with small startups, established local businesses, or nonprofits, our mission is to elevate their message and help them stand out in a way that feels true to who they are.

What sets us apart is our approach: we don’t just create visuals or campaigns, we build experiences grounded in values, culture, and connection. “Aloha” isn’t just a word in our name; it’s the foundation of how we work. We lead with empathy, listen deeply, and aim to create branding that not only looks beautiful but feels aligned and impactful.

I’m most proud of the trust we’ve built with our clients over the years. Seeing businesses grow, become more confident in their brand identity, and make a real impact in their communities, that’s what drives me.

For potential clients and collaborators, I want them to know that Branding Aloha is more than a service provider, we’re a creative partner. We care about the heart behind your business and are committed to helping you bring that vision to life in a way that’s both strategic and soulful.

Any insights you can share with us about how you built up your social media presence?

Building our audience on social media wasn’t about going viral or using every hack in the book—it was about showing up with heart, consistency, and culture.

When I started Branding Aloha, I focused less on numbers and more on connection. I shared behind-the-scenes moments, client success stories, cultural values, and real thoughts about entrepreneurship. I used my platform not just to promote, but to build relationships and create a sense of community. The audience grew naturally because the content was genuine, consistent, and reflective of who we are.

One thing that really helped was being intentional with storytelling, highlighting the why behind the work, not just the what. And incorporating cultural elements, Hawaiian values, language, and traditions that helped us resonate deeply with people who aligned with our mission.

My advice for those just starting out:

Don’t try to do everything at once. Pick one or two platforms where your audience is active and show up consistently.
Don’t be afraid to be personal. People connect with people, not logos.
Know your values and let them guide your content.
Engagement matters more than likes, respond to comments, connect in DMs, be present.

Remember, you’re not just building an audience, you’re building trust. When people feel your authenticity and care, the right audience will follow.

Any advice for growing your clientele? What’s been most effective for you?

Honestly, the most effective strategy for growing our clientele at Branding Aloha has been referrals and relationship-building. While we invest time into social media and content, the majority of our growth has come from word-of-mouth clients who felt deeply seen and supported, and then shared their experience with others.

We approach every project with care, clarity, and collaboration. We don’t just deliver a logo or a campaign, we take time to understand the heart behind the brand, and clients really feel that. That personal, values-driven approach creates a ripple effect. People remember how we made them feel, and that’s what leads to organic referrals, repeat projects, and long-term partnerships.

In addition to referrals, showcasing real client work and case studies on social media, with storytelling around the process and cultural intention, has helped us attract aligned clients who value the same things we do.

So for us, growth hasn’t been about flashy ads or big funnels, it’s been about staying rooted in relationships, delivering thoughtful work, and letting the results speak for themselves.

Contact Info:

• Website: https://www.brandingaloha.com/
• Instagram: https://www.instagram.com/brandingaloha/
• Facebook: https://www.facebook.com/brandingaloha
• Linkedin: https://www.instagram.com/brandingaloha/
• Twitter: https://twitter.com/branding_aloha

Image Credits

Branding Los Angeles, Branding Aloha