Expanding your thinking from Logo to Brand

Your logo is the centerpiece of your brand - yet your brand extends far beyond just a logo.

Branding extends your logo into a visual identity that you’ll use across every piece of media you create. It includes set of colors and fonts— but it doesn’t stop there.

Brands may also include layout guides, graphics or art, a distinctive voice, an understanding of the psychology of your client, and more— all of which add up to a consistent and trustworthy presence.

A creative Table of Contents page from the Leveled Up Learning brand manual. A brand manual showcases the entire brand and explains how to deploy it across multiple media.

So, what can a brand do for you?

I think there’s a misconception among some small business owners that great branding isn’t really necessary. Or that it’s not worth spending too much money on.

And yes, there are definitely small businesses that don’t invest in branding because they’re too busy running their business successfully. Obviously, this is not a bad position to be in!

But it’s still a missed opportunity. Because those of us who study branding know that skipping branding is like leaving money on the table. There are opportunities to be had through branding that are going to be a financial benefit and a competitive benefit. That’s true even for businesses that are successful today.

But it is more than that. Branding offers us the chance to define who we are — our values. It allows us to lean into understanding our customer and making their experience frictionless and exceptional. It allows us to craft the work experience that makes us more fulfilled. It’s how we do the work we do, but with intention.

Here are five reasons why branding matters for small businesses.

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.
   
   It’s a two-part deal: The brand makes the promise and the business delivers. The brand becomes a powerful symbol and promise of that trust.
   

2. Branding Makes You Memorable.
   
   Right now, I promise you there is a customer out there who wants to hire or buy from you and can’t remember what your business is called.
   
   Good branding uses psychology to make people remember who you are. That means more referrals and more repeat customer interactions.
   

3. Branding Adds Value.
   
   Great brands have built value that goes beyond what they provide. They give customers or clients the sense that something intangible is being provided.

   
   The value of branding adds to the value of the business, reinforces the good things you do, gives you a competitive edge over less-branded competitors, and allows you to command more premium prices for the same service.

4. Branding Builds Customer Relationships Faster.
   
   Small businesses build relationships with customers one at a time. It is part of what makes small business special - the individual really matters.

   Branding supercharges this process. Using a strong and relevant visual brand allows the relationship to strengthen, even when there isn’t a 1:1 connection happening. (After all, you can’t be everywhere at once.)
   
   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 of their positive 1:1 interactions with the business. If they haven’t yet had that interaction, the branding can help set the tone.
   

5. Branding Guides Decisionmaking.

   Decision fatigue for small business owners is real. Every time you go to create new media for your business, there are hundreds of decisions to be made. Color, font, tone, wording.

   Branding takes out the guesswork and stops you from reinventing the wheel each time. Your brand manual contains a guide to fonts, colors, layouts and styles. Your brand kit contains logo versions, illustrations, and remixable design elements.

   Assets like your manifesto, brand ladder or brand house, positioning statement and customer segmentation research ensure you understand your brand and its relationship to your customers. That tells you how you want to speak, how to pitch your offers, how to advertise.

   Over time, decisions guided by your branding will be more consistently aligned with who you are. This consistency will in turn strengthen your brand.

Building a brand with professional support is a wise investment. If you sense that your brand is not as strong as it could be, book a free call with me.