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Cracking the Branding Code: Building a Brand with Lasting Impact / Branding for small businesses (What is Branding Part 1)

Updated: Mar 22

Have you ever wondered what makes a brand truly great? Branding for small businesses can be challenging. Many people think branding is just about a fancy logo and some cool colors (and while those are important!), they only represent the surface. This blog post dives deep into the two sides of the branding coin: external visual identity and internal brand identity.


Watch the video:





Photo of a business owner thinking about branding
What exactly is a Brand?

External Visual Identity: The Face of branding for small businesses


Think of your brand as a person. The logo is like your face, but it's not the whole story. Your external visual identity encompasses all the visual elements that create a cohesive and consistent image. This includes:


  • Logo (The Face): Memorable and instantly recognizable.

  • Color Palette (Skin Tone): Elicits specific emotions and reflects your brand personality.

  • Fonts (Penmanship): Communicates your brand's voice and tone.

  • Patterns (Jewelry and Accessories): Adds visual interest and reinforces your brand identity.

  • Style Guide (A Consistent Dress Style): Ensures all visual elements work together seamlessly.



A Brand is like a person. Visual Identity diagram
External Branding and Visual Identity


These elements are great and necessary, but they mean nothing without a solid internal brand identity. It would be like an attractive person with a nasty attitude.


Internal Brand Identity: The Heart and Soul of Your Brand


Your Internal Brand Identity is the Heart and Mind of your Business. It consists of the Who, What, Where, Why, and How's that make your Business unique, valuable, and scalable:


  • Who is your business? What are your values and mission?

  • Who do you serve? Who is your ideal customer?

  • What problem(s) do you solve? How do you make your customers' lives better?

  • Where are your customers looking for solutions? What platforms do they use?

  • Why should they choose you instead of the competition? What makes you unique and valuable?

  • How will you measure success and growth? What are your key performance indicators (KPIs)?



A Brand is like a person. Internal Brand Identity diagram


The Winning Formula: Bringing it All Together


The most powerful brands strategically combine a strong internal brand identity with a stunning and effective external visual identity. When these two forces work together, they create a magnetic brand that attracts your ideal customers, fosters loyalty, and leaves an eternal impact.


Ready to Build Your Brand?


What do you think makes a great brand? Share your thoughts in the comments below! If you'd like to learn more about crafting a magnetic brand with lasting impact, Let's Talk.


Have a blessed day!

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