Getting to Know Your Brand
When you think about your brand, what's the first thing that pops into your head? Be honest it's probably your logo, right? You're not alone. That’s usually the go-to. But here’s the thing: your logo is just one small part of the bigger picture.
Your brand isn’t your logo. It’s not just your color palette or your website either. Your brand identity is the whole experience someone has with your business. It's the vibe people get when they see your packaging on a shelf, scroll past one of your posts, or click through your website. And while your logo plays a role in that, it’s far from the whole story.
Brand Identity vs. Logo (Yep, There’s a Difference)
Let’s clear up a big one, because I know this gets confused a lot:
Your logo is a visual symbol that represents you.
Your brand identity is the entire system of visuals and feelings that shape how people see and connect with your brand.
Think of it like this: the logo is the handshake, but your brand identity is the whole conversation, how you show up, what you say, and how you make people feel.
Your brand identity includes things like:
Your logo (yep, still important)
Brand colors
Fonts and typography
Messaging and voice
Photos or illustrations
Packaging and print materials
Website and user experience
Why This Matters So Much for Small Businesses
Here’s where a lot of small business owners get stuck: you know your brand means something more - there’s heart behind it, a mission, a purpose, and a passion. But translating that into visuals that’s effective? That part feels overwhelming. Maybe you've outgrown your current look, or you just went with what looked cute or trendy and hoped for the best, but if you're here those might not be working anymore.
The truth is, people don’t just fall in love with a pretty logo. They connect with stories. They remember how you made them feel*.*
That’s why strategic branding matters. A solid brand identity helps you:
Stand out in a crowded space (online and in stores)
Build trust with your audience
Show people who your brand is for without saying a word
Feel confident showing up because your visuals finally match your vision
Strategic & Storytelling Design vs. Just Aesthetics
I’m all for aesthetics, but aesthetics without purpose? That’s just decoration. Actually you can't even call it that because even decorating involves strategy.
When we design with strategy and the brand’s story in mind, every piece is given purpose. It's important that every decision made has a reason to why it's apart of the larger puzzle, whether it's a major player or supporting color. This means the fonts, the colors, the packaging, are all working together to communicate your brand's values, personality, and story.
If you’ve ever felt like your visuals don’t fully represent what you do or why you do it, it could be time to look into a professional brand designer, there are tons in places like Instagram and Pinterest! In fact it's one of those designers that wrote this ;)
Feel like your brand isn’t telling the right story yet? Let’s talk about how we can build a brand identity that you and your audience connect to.