What Is Branding? A Deeper Look for Small Business Owners Looking to Scale

Here's the Breakdown on Branding for Small Business Owners

I recently was a guest expert inside a small business membership. It started with an introduction and just chatting with the host about what I’m an expert in.

The very first question I was asked (and what was submitted the most by the members) was,

"What is branding?”

Now I’m still always a little shocked when I get this question, and it’s true that the more you’re a part of something, the more it becomes second nature. I’ve been growing in my career as a graphic designer, brand strategist, and website designer for a decade now. Which means I know what branding is just as much as I know the exact way I like my coffee.

Branding has become such an embedded part of our world and lives - more than ever with the advancements in technology. But when I get this question, I have to break it down in a totally different way than I would with another designer.

This actually reminded me of one of those grade school exercises where you had to explain a basic task in extreme detail, like tying your shoes or making a PB&J. At first, those things seem so simple and automatic. But when you have to slow down and write out the steps, you realize there’s so much more to it.

So back to the question: “What is branding?”

Branding for Business Owners Who Have a Heart-Led Mission

Here’s how I would explain it: Branding is the build-up and makeup of so many things that have to do with a business or entity. It used to be a term tied only to companies, but now we can talk about branding in relation to people, places, and even ideas.

When I was speaking in the membership, I ended up comparing branding to a personality, a recipe, or a creative work of art. It’s all these small pieces coming together to create something much bigger.

Style board and initial inspiration for Table For One brand and website

It’s become a running joke in my industry that there’s this misconception that branding is “just a logo,” and we cry into our pillows at night saying, “It’s NOT just your logo!” But people aren’t wrong in thinking the logo is important, because in many cases, that’s what your audience connects with first. But a logo on its own doesn’t hold weight unless it’s backed with intention.

Let’s talk about what branding is really made of.

Al the brand elements brought together for the Cup You brand identity

Breaking Branding Down: The Most Common Elements

Brand Foundation:

• Brand name and messaging

• Mission

• Voice

• Values

Brand Strategy:

• Who, what, when, where, and sometimes why

• Audience

• Marketing

• Reputation

• Positioning

Brand Identity:

• Colors

• Fonts/Typography

• Imagery

• Design Elements

• Print and digital materials

There are definitely a few extras in there too, but these are the primary areas I focus on with my clients, most of whom are business owners who started with a DIY logo or template but are now ready to grow and elevate. A lot of them are intuitive entrepreneurs, healers, coaches, or creatives who want their brand to reflect the deeper “why” behind their work.

What Your Branding Can Actually Do for You

My favorite part about building brands is that they’re so customizable. They can be playful, minimal, bold, soft, expressive, or grounded. Your branding should reflect your energy, your story, and your goals.

Brand identity for Hey, Sweetie! which has a bold, colorful and fun brand style

I work specifically with small business owners who want to grow something long-term. Maybe it’s just you right now, or maybe you’re building a business that will eventually have a team. Either way, your brand becomes the visual and strategic foundation.

When I was in college, we were taught that branding should be built entirely around the target audience. And while that’s important, I’ve learned that the most impactful brands are rooted in the story. The mission. The emotion. The why behind the business. That’s what makes a brand magnetic.

After building my own brand and working with over 65 clients, I’ve realized how much emotion is tied to the branding process. That emotional connection is where the true magic happens. That’s how your brand starts to actually work for you.

So What Can Branding Really Do?

It can help you tell your story. It can help people connect with your purpose. It can give you more confidence in how you show up. It can become the foundation for everything you create.

And when it’s built with intention, your brand can support your highest vision.

Ready to Explore Your Own Brand?

Rather you’re just getting started or ready to evolve, I have something for you:

Just getting started? Download the free Brand & Website Strategy Workbook + Brand Audit Checklist

Looking to grow? Submit your project application and let’s build your brand with purpose.

FAQs

What is branding for small business owners?

Branding is the full identity of your business; from the visuals to the messaging to the emotional tone you carry throughout your marketing and client experience. It’s what people remember, feel, and connect with.

Is branding just a logo?

Definitely not. Your logo is just one piece of your brand identity. True branding includes your values, voice, visuals, reputation, and how you communicate and present your business across platforms.

Why is branding important for spiritual and creative businesses?

Because energy matters. When you lead your business with heart, your brand needs to reflect that. A strong, aligned brand helps you attract the right clients, build trust, and communicate your purpose in a way that feels authentic and inspiring.

How do I know if it’s time to rebrand?

If your business has evolved, your visuals don’t align anymore, or you’re not attracting the clients you truly want to work with, it might be time to re-evaluate. A brand refresh or full rebrand can help bring clarity and momentum.

How can I audit my current brand?

You can start with my free Brand & Website Strategy Workbook + Brand Audit Checklist. It walks you through the exact steps I take with my clients to uncover what’s working, what’s missing, and how to align your brand with your next level.

Let’s create a brand that feels like you and resonates deeply with the people you’re meant to serve.