Sara Goodall Is Redefining Branding With an Eco-Fierce Mission

By Robert White, Editor-In-Chief

Sara Goodall is not your average branding expert. As the founder of Autumn Dahlia Designs, she is on a mission to help businesses embrace sustainability without sacrificing boldness. With over 20 years of experience, she has built a career centered on eco-conscious branding, empowering businesses to disrupt their industries while staying true to their values.

Her journey into branding wasn’t conventional. After sustaining a serious injury, Sara sought a new purpose that allowed her to work from home while balancing life as a mother. "I needed to find something that really made me feel like I could make a difference again," she recalls. With a deep passion for graphic design since junior high, she transitioned from freelancing to launching her own agency—without any prior business experience.

Her approach to branding goes beyond aesthetics. "A lot of businesses get their branding wrong," she explains. "They think a logo is their brand, but it's so much more than that. Your brand needs to connect emotionally with your audience. It has to feel real and authentic." This authenticity, she argues, is especially crucial when it comes to sustainability.

While many companies slap a few green leaves on their marketing and call themselves eco-friendly, Sara champions a more meaningful approach—what she calls "eco-fierce" branding. "Eco-consciousness isn’t just for big corporations with million-dollar budgets," she says. "Small businesses can incorporate sustainable practices without breaking the bank. It’s about taking small, intentional steps that add up over time."

In her international best-selling book, Unapologetically Eco-Fierce, Sara provides a roadmap for businesses looking to align their values with their branding. "I wrote this book so that small and medium-sized businesses have a guide to becoming more sustainable without needing an $8 million marketing budget," she says. The book offers practical exercises and insights designed to help businesses make an impact while staying true to their identity.

Sara also stresses that sustainability is not a trend—it’s a necessary shift in business operations. "If you just throw something up and say, ‘We’re eco-conscious now,’ consumers will see right through it," she warns. Instead, she advises businesses to start small, whether it’s sourcing materials more responsibly, improving energy efficiency, or donating to impactful environmental organizations. "It’s about doing what you can with what you have," she says. "I run my business on a shoestring budget, but I still contribute to causes that matter."

For Sara, eco-fierce branding is about more than just business—it’s a movement. "If small businesses can make sustainability a priority, there’s no excuse for large corporations not to," she asserts. And with her work, she’s proving that making an impact doesn’t require perfection—just commitment and authenticity.

To learn more about Sara’s work, visit Autumn Dahlia Designs or follow her on Instagram @autumndahliacreations.