What I Learned About Building a Brand from One of Scotland’s Leading Timber Manufacturers
When I sat down to interview Cara Mackay, I expected to learn about sheds. What I didn’t expect was a lesson in leadership, branding, and ethics that’s still echoing in my mind.
Cara is the Managing Director of Gilles and Mackay, a Scottish timber building company that doesn’t just make sheds—they make a statement. The statement? You can build a brand that people trust, a team that works together, and a business that lasts.
If you’re a business owner who wants to build a brand and not just “do business,” Cara’s wisdom is for you.
The Power of Leadership: Know Who You Are
Cara’s leadership journey began in her family business, but it wasn’t smooth sailing. She faced resistance, skepticism, and even outright dislike when she stepped into the managing director role. Instead of folding, she made a choice: lead with purpose and confidence.
What struck me most was Cara’s insistence that leadership starts with knowing yourself. She talked about a pivotal moment when her now-husband told her she had to stop trying to be liked and start leading. That hit home for me. As business owners, how often do we hold back from making tough decisions because we want to keep the peace? Cara reminded me—and hopefully you—that leadership isn’t about being everyone’s friend. It’s about standing for something and making sure your team knows what that is.
Key Takeaway:
To build a brand, start with yourself. Know your values, define your vision, and lead with clarity. People follow leaders who know where they’re going.
Building a Strong Company Culture: Set the Standard
Cara inherited a divided team. Departments didn’t trust each other, and they didn’t trust her. Instead of letting the toxicity fester, she rolled up her sleeves and got to work. She established clear communication rules, behavioral standards, and a shared vision for the company.
Today, Gilles and Mackay’s team operates with trust, respect, and communication. Cara didn’t just tell her team what was expected; she modeled it. That’s a lesson every business owner can take to heart. Your culture reflects you. If you’re stressed, burnt out, or inconsistent, don’t expect your team to be any different.
Key Takeaway:
Your team mirrors your behavior. Build the culture you want by setting the example and reinforcing it every day.
Marketing with Integrity: Educate, Don’t Sell
If you’re in the building industry—or any industry, really—you know the reputation trade businesses have. People are skeptical. Will they show up? Will they finish the job? Cara’s solution is simple: don’t sell, educate.
She embraced Marcus Sheridan’s They Ask, You Answer approach, creating content that addresses her customers’ most common questions. From blogs to videos, Cara’s focus has always been on building trust, not pushing products. She told me that 80% of buying decisions are made before a customer ever contacts you. That means your online presence is doing the heavy lifting, so make sure it reflects who you are and what you stand for.
This hit me like a ton of bricks. I’ve always thought of marketing as a tool to get leads. Cara made me realize it’s much bigger than that. It’s about building relationships before you’ve even met your customers.
Key Takeaway:
Use your marketing to educate, not sell. Build trust by answering the questions your customers are already asking.
The Difference Between a Business and a Brand
Here’s the big one. A business sells products or services. A brand stands for something. Cara’s brand isn’t just about sheds—it’s about trust, family values, and quality that lasts. She’s not afraid to share her story, her struggles, or even her opinions online. That authenticity has made Gilles and Mackay not just a business, but a brand people want to support.
For those of us trying to build something lasting, this is the gold. Cara reminded me that a brand is not a logo or a website. It’s how people feel when they think about your company. It’s the trust you build, the way you communicate, and the consistency you show.
Key Takeaway:
A brand is how people feel about your business. Focus on building trust and authenticity, and the rest will follow.
Lessons I’m Taking Forward
Cara’s story isn’t just inspiring—it’s actionable. Here are the lessons I’m applying to my own journey:
Lead with clarity: Know who you are and what you stand for. People will follow when you’re consistent.
Invest in your team: Set the example, build trust, and watch your culture thrive.
Market with purpose: Use your platform to educate, not sell. Trust is more valuable than any flashy ad campaign.
Think long-term: Cara isn’t building a business to sell. She’s building a legacy. That perspective shapes every decision she makes.
Why You Should Listen to Cara
If you’re a business owner, you need to hear Cara’s story. She’s proof that you can build a business with integrity, lead with authenticity, and create a brand that lasts. Her advice is practical, honest, and real. It’s not about shortcuts or gimmicks—it’s about doing the work and doing it right.
Listening to Cara challenged me to think differently about my own business. It reminded me that leadership, branding, and marketing aren’t separate tasks—they’re all part of the same mission. Building something real, something people can trust, takes effort. But as Cara’s journey shows, it’s worth it.
So, take a page from Cara Mackay’s book. Lead with purpose, market with integrity, and build a brand that stands the test of time. That’s how you build something truly great.
