Why Branding Matters for Small Businesses
Many small businesses focus on products, services, and operations—but forget about branding.
Branding isn’t just about logos or colors. It’s about:
- How customers perceive your business
- How you stand out from competitors
- How you create trust and loyalty
In this episode of the Measure Success Podcast, Carl J. Cox, CEO of 40 Strategy and 40 Accounting, talks to Jason Sherwood of Phase 23, who explains why strong branding is critical for small businesses and startups—and how to build a brand that gets results.
What is Branding and Why Does it Matter?
Branding is how your business is perceived. It includes:
- Your visual identity (logo, colors, typography)
- Your messaging and voice
- The experience customers have when interacting with you
A strong brand helps businesses:
- Attract the right customers
- Stand out in crowded markets
- Build trust and long-term loyalty
A well-defined brand makes marketing easier and more effective—because people recognize and remember you.
The Biggest Branding Mistakes Startups Make
- Not Defining Their Brand Identity
A brand needs a clear message and identity. If customers don’t know what you stand for, they won’t connect with you.
💡 Solution: Define your brand’s mission, values, and personality.
- Inconsistent Branding
Your brand should look and feel the same everywhere—from your website to social media to customer interactions.
💡 Solution: Develop brand guidelines so everything stays consistent.
- Thinking Branding is Just a Logo
A logo is part of branding, but it’s not the brand. Branding is about the customer experience and emotional connection.
💡 Solution: Focus on your messaging, visuals, and customer interactions.
How to Build a Strong Brand for Your Small Business
- Define Your Brand Personality
Your brand should reflect your values and mission.
- Are you professional or playful?
- Innovative or traditional?
- High-end or affordable?
The answers shape your tone, messaging, and design.
- Create a Bold Visual Identity
Your logo, colors, fonts, and design should match your brand’s personality.
- Choose a color scheme that reflects your brand
- Use consistent fonts and design elements
- Make sure your branding is the same across all platforms
- Craft a Clear and Memorable Message
Your brand message should be simple and easy to remember.
- What problem do you solve?
- Why should customers choose you?
- What makes you different?
A strong brand message makes it easier for customers to trust and remember you.
- Build a Consistent Online Presence
Your website, social media, and marketing materials should all align with your brand.
- Use the same branding across all platforms
- Make sure your messaging is clear and consistent
- Engage with customers in a way that fits your brand personality
Final Thoughts: Branding is Your Business’s Identity
If your business isn’t getting noticed or attracting the right customers, it’s time to focus on branding.
Jason Sherwood’s advice:
- Be consistent with your branding and messaging
- Focus on building a brand customers trust and recognize
- Make branding a priority, not an afterthought
🔊 Listen to the full episode now and start building a bold, impactful brand.
Listener Feedback:
