When people hear the word brand, they often think first about the visual pieces. The logo. The colors. The fonts. Those things matter. They help people recognize your business and create consistency from one application to another. But recognition is only part of the job. People also need to understand what your business stands for,…

Last week, we talked about building a strong Unique Selling Proposition. A good USP helps answer some very important questions: What do you provide?Who do you provide it to?What problem do you help solve?What makes your approach different?Why does that difference matter? That gives you a strong foundation. But one statement cannot do every job….

Most small businesses are pretty good at explaining what they do. They can list their services. They can tell you what they sell. They can describe their experience. They can explain how long they have been in business. But when you ask: “Why should a customer choose you?” the answer often gets much harder. That…

Years ago, I had a client order a new pull-up banner for a trade show booth. As they were setting up for the show, he called me. The logo on the banner was the wrong color blue. I went racing down to the convention center expecting to find a production problem. Instead, I found something…

Your logo may look perfectly fine online and still be the wrong file for print, signage, apparel, or other applications. Understanding the difference between common logo file types can help you avoid blurry graphics, white boxes, production delays, and vendor headaches – while making sure your brand always puts its best foot forward.

A strong brand is built through more than one big decision. It grows through the consistent use of your logo, colors, message, voice, and customer experience.
Because people buy from people they know, like, and trust, every brand decision matters.