Erin Terpstra

Let’s talk branding—because if you’re running a small business, you’ve probably heard that it’s kind of a big deal. And yet, for a lot of business owners, branding feels like this vague, overwhelming concept. Do you just need a cute logo? A nice color palette? A secret handshake? (Okay, maybe not that last one.)

The truth is, your brand identity is one of the most powerful tools in your business. It’s what makes you recognizable, memorable, and—most importantly—trustworthy. So, let’s break down the basics of branding and how you can build a visual identity that actually works for your business.

What is a Brand Identity (And Why Does It Matter)?

Your brand identity is the collection of visual and design elements that represent your business. It’s how people recognize you at a glance and get an immediate vibe about what you do. Think of it as your business’s outfit and personality—if your brand showed up at a party, how would it look? How would it introduce itself?

A solid brand identity helps you: 

The Key Elements of a Strong Brand Identity

So, what goes into building a visual identity that actually works? Let’s break it down:

1. Your Logo (Not Just a Pretty Picture)

Your logo is like the face of your brand—it’s the first thing people recognize. But a good logo is more than just a nice design. It should be:

• Simple (because complicated logos don’t scale well)
• Memorable (so people actually recognize it)
• Versatile (so it looks good on a website, a business card, or the side of a truck)

2. Your Color Palette (Because First Impressions Matter)

Color psychology is real, and the colors you choose say a lot about your brand. Are you bold and energetic? Calm and sophisticated? Fun and playful? Your color palette sets the tone and helps customers feel something when they see your brand.

Pro tip: Stick to 3-5 core colors that work together and use them consistently across everything.

3. Your Fonts (Yes, Fonts Matter)

Your font choices might seem minor, but they play a huge role in how people perceive your brand. A sleek sans-serif font gives a modern, clean feel. A script font feels elegant or playful. The key? Choose fonts that match your brand’s personality and are actually easy to read (no one wants to squint at your website, trust me).

4. Your Imagery & Graphics (The Visual Storytelling Part)

From website photos to social media graphics, your visuals should tell a story that aligns with your brand. Ask yourself:

• Do your photos match your brand’s mood? (Bright and airy? Dark and moody?)
• Are your graphics clean and cohesive?
• Do your visuals reinforce the message you want to send?

5. Your Brand Voice (Because Branding Isn’t Just Visual)

Branding isn’t just about how your business looks—it’s also about how it sounds. Are you friendly and conversational? Professional and polished? A little quirky and fun?

Your brand voice should be consistent across your website, social media, emails, and anywhere you communicate with customers. Because mixed signals? Not a great look.

How to Keep Your Brand Identity Consistent

A strong brand identity isn’t just something you create once and forget about. To make it work, you need to use it consistently across everything you do. That means:

• Sticking to your brand colors, fonts, and logo on all marketing materials
• Using your brand voice in emails, social posts, and website copy
• Making sure everything you put out looks and feels like you

A great way to do this? Create a simple brand style guide to keep everything in check. (And if you don’t know where to start, hi, I can help! )

Final Thoughts

Your brand identity is what helps your business go from “just another company” to a business people actually remember, trust, and want to work with. It’s worth investing time (and, let’s be real, maybe a little professional help) to get it right.

If you’re ready to build a brand that truly reflects your business—and attracts the right people—let’s chat! I’d love to help bring your vision to life. Let’s connect!

Photo by Patrik Michalicka on Unsplash