More Than a Magazine: Why Trailblazher is a Masterclass in Branding with Soul
A few weeks ago, I attended a beautiful yoga retreat hosted by Yoga with Karen Lynn at The Bee & Bear near Waterton, Alberta — a soul-nourishing space nestled in nature that deserves its own love letter (coming soon!). But today, I want to share a moment from that weekend that completely stopped me in my tracks… thanks to a magazine. Yes, a magazine.
On the coffee table of our cozy lodge was a carefully curated stack of Trailblazher magazines, and I felt instantly drawn to them — like they were quietly calling my name. I hovered over the collection, unsure of which one to open first because, truthfully, they were all stunning.
The paper felt beautiful. The photography was intentional and captivating. The design was thoughtful. The fonts, the colours, the layout — everything told me this wasn’t just a magazine. This was a brand that knew exactly who it was and who it was for.
More than just clever copy
Their tagline, “A magazine with SOUL,” is more than just clever copy. It’s truth. You feel it on every page.
Why This Matters as a Marketer
As someone who lives and breathes branding, I’m always taking note of what makes a brand stand out — and Trailblazher absolutely nails it. Created by Alberta mother-daughter duo Jan & Erin Johnson, this magazine doesn’t just publish inspiring stories of rural women entrepreneurs — it embodies them. Their tagline, “A magazine with SOUL,” is more than just clever copy. It’s truth. You feel it on every page.
What Trailblazher Gets Right
Here’s why I believe Trailblazher is a masterclass in what a brand should do:
It evokes emotion. Before I read a single word, I felt something. That’s the power of brand experience.
It tells a story. Every issue captures the “resilient, gutsy, rural women” who are blazing trails in their own ways. You don’t just read it — you become part of it.
It’s consistent. From paper stock to photography to the carefully chosen colour palettes, every touchpoint is aligned and on-brand.
It invites connection. You don’t just want to read the magazine — you want to follow the makers, connect with the women featured, and maybe even see yourself in its pages one day.
The Takeaway for Small Businesses
Trailblazher reminded me that branding isn’t about being everywhere or doing everything — it’s about doing a few things very well. It’s about knowing who you are, who you serve, and showing up with consistency and intention.
When you build a brand that evokes emotion, you’re not just making a sale — you’re making a connection. And in today’s noisy world, that’s everything.
So whether you’re building your business from scratch or thinking about a refresh, take a page from Trailblazher (literally and figuratively). Your brand should feel like something people want to pick up again and again — something they want to be part of.
Have you ever come across a brand that stopped you in your tracks? I’d love to hear about it.
