Building a Brand: What Small Businesses can Learn (and unlearn)
When most people hear the word brand, they think logo. Or maybe a colour palette or a fancy tagline. But branding isn’t just what your business looks like; it’s the sum of how people experience it.
That means yes, your logo matters. But so does how you answer the phone, how easy your website feels to navigate, the tone of your emails, and even how quickly you reply to a message. Your brand is the impression people walk away with after interacting with your business. If that impression isn’t clear, consistent, and positive, you risk being overlooked—or worse, forgotten.
Misconception #1: Branding is a one-time project
Many businesses treat branding like ticking a box: hire a designer, get a logo, make a new website, and done! In reality, branding is less like getting a haircut and more like maintaining a garden. It requires tending, consistency, and a long-term view.
Your logo may not change for years, but how your brand shows up in the world will—and should—evolve. You need to reinforce the same story, values, and experience across multiple touchpoints. Otherwise, it’s like planting a whole bunch of seeds in that aforementioned garden and never watering them.
Misconception #2: Rebrands solve everything
We’ve all seen businesses that jump from one look to the next, hoping this alone will magically transform results. Constant rebranding does the opposite—it can actually dilute your equity. If your audience can’t keep up with what you look like, you’re starting from scratch each time.
The strongest brands rarely reinvent themselves completely. Instead, they evolve carefully while holding onto what makes them recognisable. Think of McDonald’s: the golden arches haven’t gone anywhere, but the creative campaigns around it shift with the times. Familiarity stays intact, while freshness keeps things relevant.
Misconception #3: Trendy equals effective
It’s tempting to chase trends—jumping on memes, TikTok fads, or whatever colour scheme Pantone declares as the shade of the year. Trends don’t have to be a bad thing—when used thoughtfully, they can be a powerful way to meet people where they’re at and make your brand feel relevant. The key is to adapt trends in a way that fits your brand’s voice and strategy, rather than let them dictate it. Otherwise, it’s just noise.
Brands that chase trends at the expense of consistency lose out on all the good foundational work they’ve done. A viral moment might gain attention in the short term, but won’t necessarily build lasting equity. As Byron Sharp explains in How Brands Grow, what matters over time is mental availability—becoming the brand that comes to mind when someone is ready to buy. That’s achieved by showing up consistently and distinctively, so people recognise you instantly, whether you’re leaning into a TikTok trend or running a campaign that’s been in market for years.
What’s actually worth investing in
As we’ve learned, brand building is bigger than surface-level tactics. It’s about creating meaning, memory, and connection.
Distinctiveness. What makes you unique or trend-setting in your category? Every element—your tagline, logo, brand platform, colours, fonts, and tone of voice—should consistently communicate who you are and why you stand out. The goal is for people to recognise you instantly, even before they see your logo.
Saliency. Remaining top of mind matters more than chasing short-term attention. This might come through brand awareness-building activities—like advertising, sponsorship, community engagement—or through meaningful customer experiences that create lasting impressions. For example, Chewy, a pet food and supplies company, has famously refunded customers if their pet passes away and sends painted portraits of people’s pets to express sympathy. Thoughtful gestures like this make you unforgettable.
Audience understanding. The strongest brands grow from a deep knowledge of who they’re speaking to. When you understand your audience’s needs, motivations, and cultural context, you can create messages, campaigns, and experiences that resonate in a way that competitors can’t replicate.
A practical lens for small businesses
You don’t need Nike’s budget or Apple’s design team to build a brand. What you do need is clarity and discipline. Ask yourself:
When someone thinks of my category, does my business come to mind?
Would my customer recognise me instantly, online, in-store, or in an email?
Am I delivering a consistent experience that reinforces what I want to be known for?
Do I truly understand my audience and feel certain I’m meeting them where they are, with a message that’ll resonate and cut through the noise?
If the answer is ‘not yet,’ that’s okay. Brand building is a long game, but every step you take toward becoming more recognisable is a step toward growth.
The takeaway
Brand building isn’t about looking cool or keeping up with trends; it’s about being easy to find, easy to buy from, and easy to remember.
Logos, campaigns, and creative ideas all matter—but only when they add up to something consistent and distinctive in your customer’s mind. The brands that last aren’t the ones that reinvent themselves every season; they’re the ones that show up, recognisably and reliably, time after time.
So yes, invest in your logo. Have fun with creative campaigns. But remember, brand building is a long-term effort to ensure your business isn’t just an option, it’s the only option.