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.

If you’ve ever felt like you’re ‘ticking off marketing’ with a social media post, quick email blast, or sale, you’re in good company. Small business owners are the masters of action—always moving, always juggling. The problem is, marketing activity alone doesn’t equal marketing strategy. 

It’s a common trap: we equate busyness with effectiveness. Posting often, handing out discounts, or throwing money at ads doesn’t guarantee you’ll grow the business the way you want to. That’s because those are tactics. And while tactics are important, they only work when they’re anchored in a bigger plan—your strategy.