A Small Business' New Look: Aligning Brand with Business Vision

In this post, we are continuing on with the topic we sent out recently: “Brand Evolution: Strategic Support Tailored for Every Business Phase". We started by addressing the question of website content, so in this post we’re coming to you with a case study in brand visual design.

Early in the year, you’re likely thinking about the tactics that support your business growth in the year ahead. Are you taking your brand into account? Whether that’s a rebrand, or simply a more robust approach with your current brand, we always like to remind business owners that branding is not simply a nice-to-have, but an integral part of how you do business.

From “Just Okay” to Outstanding: A Nutritionist’s Brand Makeover

A functional nutritionist came to us when she no longer felt connected to her logo and that it wasn’t working for her business. When we delved deeper into her story, we learned that her original logo had been created by a friend (for free). The brand palette was based on her personal favorite colors, which she never felt that confident about to begin with. She didn’t think her logo communicated anything about her business; it was just the “least worst option” among all of the options that were presented to her. 

Now, let’s talk about visual branding for a minute because a logo is not a brand.

The purpose of visual branding is to communicate the business’s identity—what it stands for and who it serves. The problem here was that this business’s visual brand needed to be seen as a way to communicate the brand’s identity to its audience rather than be a reflection of the personal preferences of the business owner, who is ultimately an audience of one.

This client needed to revisit her audience to understand who they were and what they wanted, and why she was in this business for them. Once we had articulated her brand identity, we could then express it visually using colors, graphic elements, and a logo that would appeal to her target audience, reflecting her business values and offerings in a compelling way. Today, she has a logo and visual brand that truly reflects what she offers and instills confidence in her audience, making it easier to attract the right clients to her business.