Branding for small-businesses: An Intro and why it is important

Branding is about more than logo and colors!

Talking about "branding" or "defining a brand"  can seem a bit abstract. You have a general sense what it means but if you are not working on it day to day you might find it tricky to explain to others. Maybe even to explain to yourself as you are wondering how much effort to focus on branding for your business.  

At its core, branding is about identity—the personality of your business—and reputation—how people perceive you. Think of it as the way you introduce your business to the world and how the world comes to recognize and trust you.

If you want to dive deeper into branding, there are some excellent books that explore it in detail, check out The Brand Identity Prism by Jean-Noël Kapferer or Marty Neumeier’s The Brand Gap.

For now, let’s stick to the basics, focusing on what you need to keep in mind as you get your business off the ground. We'll break it down into two key areas: Identity/Personality and Reputation.

Personality

Your brand’s personality is the way your business presents itself to the world. To get started, think about your customers—who they are and what matters to them. What kind of personality will resonate with them? Will they respond better to a brand that positions its self as an expert, or one that's playful, innovative, community-oriented, or even nostalgic?

How do you want people to feel when they interact with your business?     You can also think about how your customers feel about themselves when they do business with you. Will your product or service make them feel smarter, healthier, or more empowered? Those emotional connections are what help brands go from "just another business" to something people feel loyalty toward

Here are a few examples:

• Driftaway Coffee: This subscription coffee brand emphasizes sustainability and personalization. Their personality is warm, thoughtful, and eco-conscious, resonating with people who care about their environmental footprint.

• Allbirds: Known for their simple, comfortable, eco-friendly shoes, Allbirds has a personality that’s down-to-earth, innovative, and environmentally responsible.

• Mailchimp: Their personality is playful and approachable, which stands out in the often formal and technical world of email marketing software. This personality makes them feel more accessible, even to beginners.

Reputation

Your reputation is built on trust. A good reputation comes from consistently delivering what you promise—whether that’s quality service, ethical behavior, or simply treating your customers with respect. It's about being reliable, transparent, and fair in everything you do.

Of course, you want a positive reputation. But it's more than just being liked—it’s about making sure people trust your brand. Trust comes from being dependable, showing up when you say you will, and building long-term relationships with your customers. If people know they can count on you, your reputation will grow stronger over time.

In summary, as you're starting out, focus on developing a clear brand identity and making sure it shows up consistently anywhere your customers interact with you. And always keep in mind that a good reputation takes time to build but will ultimately be the foundation of your business's success.

Actionable Steps for Defining Your Brand Identity

• Think About Your Audience: Who do you want to serve. What are their needs and preferences?

• Describe Your Brand Personality: Choose three words that capture how you want your brand to feel. Innovative, Reliable, Trustworthy?, Modern, Elegant, Sophisticated? Unique, Personalized, Reliable? Find your words and use them to shape your messaging.

• Create a Mission Statement: Write a short statement about what your business does and why it matters. This can be just a sentence or two, but it should reflect your core purpose.

• Choose Visuals That Fit: Select colors and a logo that represent your brand personality. Keep it simple—pick elements that you feel connect with your audience.

• Develop a Consistent Tone: Decide how you want to communicate with your customers. Whether it's casual or professional, aim for consistency across emails 

We can help you hone your identity and decide what are the must dos so you can keep moving forward. Contact us today to schedule some time.