Branding is one of the most misunderstood aspects of business. Many small business owners believe that branding starts and ends with a logo. But branding is so much more than that—it's about creating a recognisable identity that builds trust, attracts the right audience, and reflects your values.
In this post, I’ll dive into what branding truly is, why it’s more than just a logo, and how to create a strong, cohesive brand that makes you stand out.
Helping Women Show Up and Show Off
I’m passionate about helping female entrepreneurs build confident and bold brands. Women (particularly female entrepreneurs) are often told to tone it down or not take up too much space. Through my design work, I encourage them to embrace their uniqueness and be seen.
My journey into brand design wasn’t a straight path. I started in interior design but ended up in admin roles. While working, I re-discovered my love for design through side projects, eventually pivoting my business to focus on brand design and illustration.
What Is Branding (and Is Your Logo Really That Important)?
Yes, your logo is important, but it’s just one piece of the puzzle. Branding is about leaving your mark on everything you do, from visuals to messaging.
Your branding includes:
Visual Identity: Logo, colours, fonts, and graphics
Tone of Voice: The way you communicate with your audience
Mission & Values: What your business stands for
Recognition & Trust: Consistent branding makes your audience recognize you instantly
If you rely only on your logo, your brand may feel incomplete and unmemorable. Instead, using colours, typography, and consistent visuals will create an identity that sticks in people’s minds—even without a logo present.
The Psychology Behind Colours & Fonts in Branding
Branding isn’t just about what looks nice—it’s about evoking the right feelings in your audience. If we look at two examples of this the NHS and The Happy Newspaper, which use colours and fonts in very different ways to communicate their identities.
The NHS branding is built around bold, structured typography and a strong blue and white colour palette. The thick, professional font conveys reliability, authority, and trustworthiness—essential qualities for a healthcare institution. The blue adds a sense of stability and calm, reinforcing the feeling that the NHS is dependable and professional.
On the other hand, The Happy News takes an entirely different approach. With a bright yellow colour palette and a rough, handwritten-style font, it gives off a sense of joy, warmth, and friendliness. The playful, imperfect typography makes it feel personal and inviting—almost like a friend sharing good news over a coffee.
The NHS and Happy News logo's showing the difference colour and fonts can make to how your brand is portrayed.
These two brands perfectly illustrate how colour and font choices shape perception. If your branding feels off, you may be unknowingly attracting the wrong clients or not communicating your values effectively.
Common Branding Mistakes and How to Avoid Them
Branding can be overwhelming, and it's easy to make mistakes—especially when you're trying to figure it all out on your own. Many small business owners fall into common traps that weaken their brand identity and make it harder to connect with their ideal audience.
Below, I’ve highlighted some of the biggest branding mistakes I’ve seen and how you can avoid them.
Choosing colours and fonts just because you like them
Instead, consider what feelings you want your brand to evoke and who you want to attract.
Lack of consistency
Switching fonts and colours too often confuses your audience and weakens brand recognition.
Not considering how branding appears across platforms
Different logo variations (square, horizontal, icon) ensure your brand looks great on social media, websites, and print materials.
DIY branding without strategy
If you’re starting out and using tools like Canva, stay consistent and avoid overloading your brand with too many design elements.
Where to Start with Your Branding
Getting started with branding can feel overwhelming, but breaking it down into manageable steps makes the process much easier. Before diving into design choices, it’s crucial to take a step back and reflect on what your business represents and who you’re trying to reach.
If you’re new to branding, start with:
Defining your ideal client and core values – Think about who you want to attract and what emotions you want your brand to evoke.
Choosing 3-4 key words that describe your brand vibe – These words will act as your guide to ensuring your brand remains consistent and aligned with your vision.
Selecting colours and fonts that align with those words – Consider colour psychology and typography styles that fit your brand personality.
Creating a Pinterest board to visualize your brand direction – This helps gather inspiration and identify common themes in what you’re drawn to. Finding it hard to find inspiration, check out my Pinterest profile.
Keeping branding elements consistent across platforms – Whether it’s your website, social media, or packaging, consistency is key to building recognition and trust.
Starting with these foundational steps ensures that your branding is intentional and strategic rather than just a collection of random design choices. By focusing on these elements early, you set yourself up for a brand that feels authentic, cohesive, and compelling.
Need help defining these elements? Download my free guide to creating your new brand identity.
How I Can Help You Build a Stronger Brand
If you’ve ever felt like your branding just isn’t right for you anymore, you’re not alone. Many small business owners start with DIY branding, choosing colours and fonts they like without a clear strategy.
But as your business grows, you might realise that your branding no longer aligns with where you’re headed. Maybe it doesn’t reflect your personality, or maybe it’s attracting the wrong audience. Perhaps you’ve been putting off a rebrand because it feels overwhelming, or you’re unsure how to translate your ideas into a cohesive visual identity.
That’s where I come in. I specialize in helping business owners—especially female entrepreneurs—who are ready to refine their brand and create something that truly represents them. Whether you need a logo refresh, a complete brand identity, or custom illustrations to elevate your visuals, I work with you to bring your vision to life in a way that feels authentic and exciting.
Rebranding isn’t just about aesthetics; it’s about positioning yourself for growth. A strong, professional brand gives you the confidence to show up and market your business more effectively. It makes you instantly recognizable and helps build trust with your ideal clients.
If you’ve been stuck in a cycle of DIY branding that no longer serves you, let’s change that. My advice? Go bold. Don’t be afraid to stand out, use vibrant colours, and create a brand that truly reflects your passion and purpose. I’d love to help you take that next step.
Final Thoughts: Branding Beyond the Logo
A logo is just the beginning. Your branding should reflect your values, attract the right audience, and help you build trust and recognition.
By thinking beyond the logo and creating a full visual identity, you’ll create a brand that lasts.
Want to learn more about branding? Check out my other blog posts or website for expert insights and design services.
Branding is your chance to show the world who you are—so why not make it unforgettable?
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