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Building a Brand For Your Small Business

Michigan Creative
Lansing branding


 Not Just the Logo:

According to the American Marketing Association, brand is “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” With this definition in mind, a business can not simply consider a cool logo as their entire branding image, brands are a way of defining your business to yourself, your team, and external audiences.

A successful brand is rarely about design; it is comprised of your company’s beliefs, values, and narrows down into what is known as your company culture.


As a small business, you do not ever want to mimic the appearance of big brands or chain businesses.  Big businesses have constraints placed upon them that limit their interactions and ‘business personality’, something that smaller businesses are free from. This freedom allows a small business to be bolder and more daring with their branding decision.

 Branding is Necessary:

A small business may be placed within one local establishment, but smaller businesses are no longer confined within those smaller markets. When an online presence is combined with a small business,  you are placing your business onto a global platform that is accessible to everyone, virtually around the world. Access to this larger market drives a need for your business to stick out; without a brand, you lack an identity, a presence, and a purpose for your customers to connect and respond with.

The Next Steps: How to begin the branding process, the information needed and what you should bring to the table as a small business.


  • What your Brand says about your Business: 
    • …Or at the very least, what you’d like your brand to mean. You have to determine the characteristics and values you want your brand to represent, in order to reach out to your desired audiences.
  • Grow community and build customer relationships:
    • The ways we connect with our audience have only increased, as social media becomes more widespread. Your business can spend small amounts on advertising, if your focus on community interaction is strong enough. This type of engagement makes the expenses on advertising worth your while!
  • Figure out how your brand communicates:
    • How should your employees interact with your customers, from the customer service department all the way to social media channels. Make a solid  first and lasting impression on  your customers, cause them to want more.
  • Your Brand’s Appearance:
    • Are there certain color schemes you’d prefer to be associated with your brand, fonts, and even sentence structures? These are all important aspects to consider while determining your brand’s appearance, as well as the logo that perfectly represents everything you value as a business.


These are just a few of the steps to consider when you decide to brand your business. If you’re interested in finding out the numerous ways Michigan Creative can help you with the branding process, be sure to visit us, by filling out the form below!