How to Brand Your Business (Without Getting It Wrong)

Updated July 2025

Many small businesses in have branding that doesn't work. Not because they don't care (it’s quite the opposite), but because they think branding is finished when they have their logo and a few matching colours.

I've been designing brands for 15 years now, and I've seen how the right approach can completely change a business. It's not complicated, but there are some key things you need to get right.

What Actually Is Branding?

Branding isn't your logo. It's not your website colours or your chosen fonts. It's what people think and feel when they interact with your business. When someone mentions your company name, what comes to mind? That's your brand. Your brand is the feeling people get when they interact with your business. Period.

Why This Matters More in Brisbane

Just like many large cities, Brisbane's small business scene is competitive. There are over 180,000 small businesses here, and many are competing for the same customers. Without clear branding, you blend into the background.

The Real Steps to Build Your Brand

Start With Strategy (This Is Where the Magic Happens). Before you think about visuals, you need to nail down the fundamentals:

Who exactly are you trying to reach? Be specific about your ideal client.
What makes you different from your competitors? If you can't answer this clearly, your customers can't either.
What do you want people to think when they hear your business name?
I begin every project with my clients working through these questions. It's actually most clients' favourite part of the process because everything becomes clearer once you have this strategic foundation.

Design That Actually Works

Your visual identity should make sense for your business and audience.

You need:

A logo that works at different sizes and locations (digital and print)
Colors that reflect your brand personality
Fonts that are easy to read and complement your brand
Professional photography that shows your real business
Graphics and iconography that look cohesive and consistent

Keep it simple. Overly complicated designs confuse people and don't reproduce well.

Be Consistent (This Is Where Most People Fail)

Your Instagram shouldn't look like it's run by a different company than your website. Your business cards shouldn't be a completely different style from your email signature.

This is where I see a lot of businesses go wrong with Canva templates. They'll use one template for their social media posts, a different one for their flyers, and something completely different for their presentations. Each template might look good on its own, but together they create a confusing mess that doesn't build recognition.

Pick your look and stick with it. Everywhere. Every time.

Actually Use Your Brand

This sounds obvious, but many businesses create brand guidelines then never actually implement them consistently. Your brand needs to show up on everything from your invoices to your e-mail signature.

When we work with clients, we always provide a complete brand guide that shows exactly how to use your brand elements. This saves you time and removes the guesswork when you're creating new materials or working with other suppliers.

Finding a Designer Who Gets It

Some designers will show you a pretty portfolio and talk about their "creative process." That's all well and good, but what you also need is someone who asks business questions, not just design questions.

Good questions a designer should ask:

Who's your biggest competitor and why are you better?
What's your biggest business challenge right now?
Where do you see yourself in three years?
What's your budget for marketing this year?

If they skip straight to asking about your favourite colours, run.

Also, be realistic about cost. Good branding isn't cheap, but it's an investment, not an expense. Budget at least $5,000 for proper work. Yes, your nephew can make you a logo for $50, but you get what you pay for.

The Mistakes I See Over and Over

Copying everyone else in your industry: It's tempting to follow what others in your industry are doing, but differentiation is what helps you stand out. Find your unique angle and express it through your brand.

Changing everything constantly: Consistency builds recognition over time. While it's natural to want to try new design trends, frequent changes can confuse your audience and weaken brand recognition.

Trying to appeal to everyone: Broad targeting often leads to weak messaging. When you try to speak to everyone, you end up connecting with no one. Define your ideal client and speak directly to them.

Using poor quality photos: Professional photography makes a significant difference in how your brand is perceived. Invest in good images of your actual business, team, and work rather than relying on generic stock photos.

Common Questions People Ask Me

How much should I spend on branding? This can range anywhere from $5,000 to $15,000 depending on what you need. It's not a small investment, but it’s worth it in the long run.

How long does it take? Usually 4-6 weeks if you're organised and responsive.

Can I do it myself? You can try, but most people don't have the skills or objectivity to do it well. It's similar to doing your own legal work or accounting. Possible, but probably not the best use of your time.

When should I rebrand? When your current brand is actively hurting your business. If you're embarrassed to hand out your business card, that's a sign. Learn more about our branding packages here.

What Happens When You Get It Right

Good branding doesn't just make you look professional. It makes everything else easier.

Your marketing works better because you have a clear message. Your sales conversations go smoother because people already trust you. Your prices can be higher because you're not competing on price alone.

Most importantly, you stop feeling like you're shouting into the void hoping someone will notice you.

Ready to Sort Out Your Brand?

If you're tired of being invisible in a crowded market, let's talk.

At So Swell Studio, we help small businesses create brands that actually work. Not just pretty designs, but strategic thinking that translates into real business results. We've been doing this for 15 years, we understand businesses here in Brisbane and beyond.

Book a call or fill in our enquiry form. Let's make your business impossible to ignore.

About So Swell Studio

So Swell Studio is a Brisbane based graphic design studio helping ambitious businesses grow through branding and website design that feels effortless and intentional. With over 15 years of experience, we’ve worked with everyone from startups to established companies to create brands that connect with the right audience.

We believe good design isn’t about following trends, it’s about creating something timeless that works hard for your business.

Visit soswellstudio.com.au to find out more or book your discovery call.

How to Brand Your Business (Without Getting It Wrong)