https://www.dylanmooredesign.com/small-business-branding-blog daily 0.75 2026-01-24 https://images.squarespace-cdn.com/content/v1/626623541d833f21581ae703/086abc3a-fbf3-4e00-aecb-c385a375482f/logoAsset+2%405x.png https://www.dylanmooredesign.com/small-business-branding-blog/why-branding-matters-for-small-businesses monthly 0.5 2026-01-24 https://www.dylanmooredesign.com/small-business-branding-blog/expanding-your-thinking-from-logo-to-brand monthly 0.5 2026-01-24 https://images.squarespace-cdn.com/content/v1/626623541d833f21581ae703/4f0eff2e-effd-4c84-9b5b-556be1fe980b/Screenshot+2024-07-21+161157.png Maine Small Business Branding Blog - Expanding your thinking from Logo to Brand - Make it stand out 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. https://www.dylanmooredesign.com/small-business-branding-blog/how-to-use-the-magic-of-segmentation-to-authentically-connect-with-customers monthly 0.5 2026-01-15 https://images.squarespace-cdn.com/content/v1/626623541d833f21581ae703/ffb66a4c-64ec-4293-bbda-c34936d71d25/layers-of-segmenattion.jpg Maine Small Business Branding Blog - Building strong brands with customer segmentation - Getting the dirt on our customers We know our customers aren’t simple stereotypes — they have layers, just like soil. So let’s dig deeper. Age, gender, socioeconomic status, ethnicity and so on are part of the surface layer — Demographics. Then there are the things that are a little less obvious. For example, there’s everything that people do — like go to work, improve their health, eat out, do hobbies, family time, and so on. And beyond that, there’s who they are — what they like, how they want to see themselves. What drives them. What they find objectionable, and what causes anxiety. https://images.squarespace-cdn.com/content/v1/626623541d833f21581ae703/1749516997074-Y1DJM6EAZ2P929UXK23P/unsplash-image-zJBuTN8eyDY.jpg Maine Small Business Branding Blog - Building strong brands with customer segmentation - Demographics— like gender, income bracket, and education level— are important, but they are also just the beginning of our journey. So make sure you understand them, but keep in mind that demographics alone don’t tell us as much as we think. Sometimes, demographics can become stereotypes that lead to the development of patronizing, inauthentic, or just ineffective messaging. https://images.squarespace-cdn.com/content/v1/626623541d833f21581ae703/2748619d-d180-4a6b-bc97-be4957bb4d58/Screenshot+2025-05-22+123204.png Maine Small Business Branding Blog - Building strong brands with customer segmentation - People encounter specific situations where they buy. People buy dishwashers when their dishwasher breaks down. They stop for coffee while driving to work. They may buy baby toys before attending a baby shower. Importantly, buying isn’t just about who you are, it’s also very situational. Emotions, occasions, and cycles in our day, week and month lead to purchases. Personally, I am more likely to go through the fast food drive through if I’ve been working hard or feel stressed. But when I buy groceries and plan out my meals, I’m all about veggies. At different times, I might act like an entirely different customer type! And that’s pretty typical of all of us. https://images.squarespace-cdn.com/content/v1/626623541d833f21581ae703/1749520620303-RRV8ZYPDYSINLA1A4GU5/unsplash-image-7qpblzZS5sw.jpg Maine Small Business Branding Blog - Building strong brands with customer segmentation - Some people are risk takers; others seek comfort. Some strive for conventional success. Others take pride in creating their own handmade, quirky or unconventional life. Critically, personality is one of the biggest drivers of brand loyalty and brand relationships because branding itself has a huge personality element. Brand personalities come through in color symbolism, fonts, voice and language, photography and videography, and so much more. Contrast the brand personalities of Patagonia and LL Bean - two outdoor clothing retailers. What do their homepages tell you about the personalities of their customers? Check out this model of personality types and see if you recognize your customers or yourself. https://images.squarespace-cdn.com/content/v1/626623541d833f21581ae703/1749515141145-NS73RTO2TOBY0Z6YNXGP/unsplash-image-4nr9MylSRxA.jpg Maine Small Business Branding Blog - Building strong brands with customer segmentation The Motivation layer is rich and offers so much usable information, which is why it is my favorite layer of the segmentation model. https://images.squarespace-cdn.com/content/v1/626623541d833f21581ae703/1749516469590-CSYHFOQ2OSS6JZXWIC7Z/unsplash-image-MrqlyH6J8Yw.jpg Maine Small Business Branding Blog - Building strong brands with customer segmentation - In our soil metaphor, anxiety, or fear, is the bedrock - the final layer. These are the experiences our customers are trying not to have. We want to be aware of fears and anxieties when we decide how to present our brand and product. We don’t want to inadvertently trigger a fear or present things in a way that our customer would find objectionable. https://www.dylanmooredesign.com/small-business-branding-blog/understanding-niche-101 monthly 0.5 2026-01-15 https://images.squarespace-cdn.com/content/v1/626623541d833f21581ae703/75eca29f-481a-482f-974a-90c1fc79e5f8/unsplash-image-m2TU2gfqSeE.jpg Maine Small Business Branding Blog - Small Business Niche: The basics - But without research into understanding and building new products to delight our central customer base, none of this would work as well as it does. We wouldn’t continually be able to adapt and thrive. So periodically, I set aside time to dive into what my customers are really into right now — and how it’s changing. 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