What Is a Brand, Really? (And Why It’s More Than Just a Logo)
When people hear the word “brand,” they often picture a logo, a color palette, or maybe a catchy slogan. Those things matter, of course. But they’re not the whole story — and for small business owners, especially, they’re not where the story should end.
It’s easy to think of branding as something that happens later in the business process. Most will see it as a valuable tactic for when sales grows, or once you have a bigger budget — once you’ve “figured things out.” But in reality, your brand already exists. Whether you're intentional about it or not, your business is telling a story every time someone interacts with it.
Your brand isn’t just how you look. It’s how you make people feel. It’s the experience someone has when they walk into your storefront, scroll through your social media, or talk to you in the field. It’s the tone of your voice, the values you represent, and the way you treat your customers when no one’s watching. It’s your ethos: the beliefs and energy that people associate with your business, whether they’ve worked with you once or a dozen times.
In that way, your brand is less like a badge and more like a reputation. It’s your business’s character.
Take Carhartt, for example. Based right here in Metro Detroit, Carhartt didn’t build its reputation by designing flashy logos or trying to compete with trendy streetwear brands. It earned trust through reliability. Durability. Hard work. It became known for clothing that stood up to tough jobs and reflected the grit of the people wearing it: construction crews, auto techs, landscapers, factory workers. Today, it’s also made its way into high fashion circles, but even then, its identity hasn’t changed. Carhartt still stands for something. And people can feel it when they see the insignia or hear the name.
The Enduring Power of Carhartt Comes From More Than Style: How a hard-wearing industrial brand lures laborers, rappers and fashionistas alike (AdWeek, April 4, 2024)
Another good example is Patagonia. Its brand isn’t just about outdoor gear. It’s about sustainability, activism, and a bigger purpose. That identity shows up in everything from product design to social impact efforts. As a result, their customers aren’t just buying jackets, they’re buying into a set of values that align with their own.
That’s what good branding does. It connects. It resonates. It builds loyalty in a way that marketing gimmicks never will.
At Labrador Media Group, we work with small businesses that want to build something lasting with a brand that reflects who they are and what they stand for. We help uncover the story that’s already there and give it structure, voice, and clarity so it can do what it’s meant to do: make people feel something.
Because the truth is, you don’t need a massive following or a massive budget to build a brand. You just need a clear identity, a consistent message, and the courage to show up as yourself.
If you're ready to put intention behind your brand and shape how your community experiences your business, we’d love to help. Let’s talk.
