When you hear “branding,” it’s easy to think logos, fonts, and colors. While those matter, branding is way deeper than just a pretty Instagram feed. Your brand is basically the personality of your business. It’s the way people feel when they interact with you, whether they’re scrolling your site, opening an email, or walking into your brick-and-mortar.
Branding isn’t just for big companies with million-dollar budgets. As a small business owner, your brand can be your superpower. Here’s what you should know:
Your brand is more than a logo. A great logo is like a good outfit; it helps you make a strong first impression. But your brand isn’t just the visuals, it’s your voice, your values, and your vibe. Think of it as the way you show up consistently everywhere. Consistency builds familiarity. Ever notice how you recognize your favorite brands instantly, whether it’s their packaging, content/photography style, or even just a tone of voice? That’s consistency at work. Personally, I can spot a Nike ad from a mile away because they’ve built steel-solid branding and I’ve become a huge fan of it. When your audience sees and feels the same message, it builds familiarity. Familiarity is what turns customers into loyal fans, making them feel like they know you.
Shameless plug, but I wrote a Substack post about how brands are marketing in a way that encourages parasocial relationship building. It’s a strategy that I’d like to see more small businesses tap into instead of the “big dogs.”
Your story matters! People don’t just buy a service or product, they buy into stories. Share why you started, who you serve, and what you stand for. The more human your brand feels, the easier it is for people to connect with you. Don’t be afraid to show your personality! It’s one of the biggest advantages of being a small business.
Create an ✨experience✨. Your brand doesn’t end once someone clicks “buy” or leaves for the day. It’s the email confirmation they get, how you package your product, the customer service follow-up, and even how you handle mistakes. If you have a physical space, it also matters how you curate it.
This is why Sesh is so fab, but also light, open, full of plants and art, and celebrates the members of our community with photos and momentos. All of this is designed to create a feeling that we want our members and guests to feel: light, open, full of life and creative inspiration, and celebrated. So much of brand success, especially now in the era of trends and “cores”, is how aspirational it feels. Does your brand feel aligned with a lifestyle or niche that is aspirational to your target audience?
Learn to evolve as you grow. As your business experiences changes, your branding might shift too, and that’s okay! The key is to stay authentic and intentional. Don’t rebrand every other week, but don’t be afraid to refine as you learn more about your audience.
Branding doesn’t have to feel overwhelming. It’s really just about clarity and consistency. For small business owners, a strong brand is what sets you apart in a crowded market and helps people remember you. Start with your story, stay consistent, and keep showing up with intention.
Our community members often host branding events at Sesh! Keep an eye out for any that pop up on our events page or attend one of our networking events to connect with some genius marketers.
