Expanding your thinking from Logo to Brand

You’re probably aware that a logo is a critical part of your organization’s identity. I think of the logo as the centerpiece of something larger - the brand - which makes your business’s impact even more powerful.

With branding, we extend your logo into a visual identity that you’ll use across every piece of media you create. This is a set of styles, colors, and fonts, but it doesn’t stop there. Brands may even include illustration styles, characters, ways of communicating (voice) and more— all of which add up to a distinctive, consistent, professional, relatable and trustworthy presence.

So, what can a brand do for you?

Many small businesses don’t fully understand or use the power of branding.

There’s a misconception that because some small businesses succeed without strong branding, that great branding isn’t really necessary. Or that it’s not worth spending much money on.

I think this is very misguided. Yes, some businesses do well without strong branding. But it’s almost certain that they would have done better with strong branding. They missed out on opportunities and didn’t even know it.

Here’s why.

  1. Branding Communicates Professionalism & Trust.
    A consistent, professional brand tells everyone that you know what you’re doing and you’re here for the long term. Good branding can even make you look bigger and more established than you are, which can be very useful at times.

    It also sets the standard for what customers or clients can expect from you. When you deliver on that promise, your business becomes trusted, the go-to — the one that will be chosen over others without a second thought. It’s a two-part deal: The brand makes the promise, the business delivers, and your business becomes the one clients trust.

  2. Branding Makes You Memorable.
    A good brand is distinctive - it makes people remember who you are. Memory is critical when it comes to referrals and repeat customer or client interactions. A great visual brand reinforces your business’s name and service over and over again so it won’t be forgotten.

  3. Branding Adds Value.
    Great brands have built value that goes beyond what they literally do and provide. They give customers or clients the sense that something intangible is being provided - an experience - which is positive, important, and worth paying for.


    The visual brand cues the customer or client into the experience, and it can be so powerful that just seeing the colors or logo of the brand evokes the same emotion and connection. The brand itself carries value.

  4. Branding Builds Relationships Faster.
    Small businesses and organizations can only do so much and be in so many places at once, building relationships with customers and clients literally one at a time.

    But branding supercharges this process. Using a strong and relevant visual brand allows the relationship process to continue even when there isn’t a 1:1 connection happening.

    Customers or clients can experience that connection anytime they see the signs, cards, brochures, colors or experience the brand voice in print, image, or video. They’re reminded and cued in to experience the same emotions they experience when they have a 1:1 interaction with the business.

    Think of the brand as a relationship extender. It does critical work in the community even when you’re not actively interacting with clients.