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Expanding your thinking from Logo to Brand

Your logo is the centerpiece of your brand - yet your brand extends far beyond just your 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 illustration styles, layouts, graphics, a distinctive voice, a set of values and more— all of which add up to a consistent and trustworthy presence.

So, what can a brand do for you?

The truth is, many small business owners don’t fully understand the power of branding.

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

When you look around, you may see some small businesses that do well without strong branding. But it’s almost certain that they would have done better with strong branding.

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.

    It’s a two-part deal: The brand makes the promise and the business delivers. And your business becomes the one clients trust.

  2. Branding Makes You Memorable.
    A good brand makes 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, and allows you to command higher 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.

    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.

    Think of the brand as a relationship extender.