Why branding should be your first business investment

You have a great product or service. You are passionate about your business and can’t wait to share it with the world. But you might be missing a key component to success: a solid brand identity.


A brand identity encompasses all of the visuals associated with your business: your logo, color palette, font choice, and imagery. While having a quality product or service is the most important part of a successful business, your brand identity is crucial in giving the right first impression to potential customers.

Often the first time a potential customer encounters your businesses is in a visual way.

They’re viewing your website, your business card, your Instagram account, etc. What impression are you making on this platform? Is that impression intentional?

Small businesses often miss the importance of branding, thinking their product or service will speak for itself. The truth is that people don’t have a lot of time and there are far too many similar products and services out there to choose from. If they don’t see a brand they want to identify themselves with, they move on to the next similar product or service.

This concept is called “tribal marketing”. When a person chooses to buy a certain product, they are making the decision to be associated with that brand. There are Apple people and there are Windows people. There are Jeep people and Tesla people. There are Nike people and Lululemon people. The psychology is that what you purchase is an extension of who you are. You are choosing to join the Pottery Barn tribe because deep down you feel like that brand aligns with your values.

So, you have to ask yourself this question: Is my brand speaking to my ideal tribe?

Let’s look at an example. Say you’re a lawyer and you want your business to be perceived as professional and trustworthy. But your logo was designed by your sixteen-year-old niece (bless her heart) and your website was designed 10 years ago. When a potential customer comes across your website, they quickly move on to the next option on their google search. You might be a great lawyer, but the impression you gave off was amateur and dated.

This may sound a little harsh, but it’s the truth, friends...image matters.

Having the right brand identity can either give your customer/client the right impression about your business or the wrong impression.

Some good news is that first impressions don’t have to be lasting impressions. If you’ve already launched your business without a brand identity that speaks to your target market, your brand image can be overhauled. A new brand identity can bring a fresh wind to your business.

If you’re ready to take your business or organization to the next level, investing in your brand identity is a great first step.

I highly encourage you to seek out a professional graphic designer who’s passionate about creating a brand identity that speaks to your target market. That way, you can get back to doing what you do best and leave the branding to someone who does design best.

When someone comes across your business or organization, what words do you want to come to their mind? Do you feel like your current brand identity supports that? Leave your answers in the comments below.