Why Branding Is So Much More Than a Logo

Recently, I had the fortunate opportunity to speak to a group of over 100 people at my Quality Contacts networking group at Riverworks in downtown Buffalo. I was invited to showcase my portfolio and, more importantly, talk about a topic I care deeply about: branding.

One of the first things I shared with the group is that branding is so much more than a logo. Sure, your brand includes your visual identity — fonts, colors, logo marks, photography, and the overall vibe of your website or social media presence. These are the things people often think of first because they’re visible. But underneath all of that is something much deeper.

Your brand is the heart and soul of your business. It’s your name, your values, your voice. It’s the way you write emails, the way you greet people, the way you handle mistakes. It’s how people feel when they interact with your business — and more importantly, how they remember you.

Branding is essentially about creating a specific impression in people’s minds. That impression should reflect what makes your business special, trustworthy, and worth choosing. Whether you’re a one-woman creative studio (hi!) or running a multi-person team, your brand is the foundation that holds everything together.

I believe that building a strong brand — whether it’s for your business or your personal identity — is essential. A strong brand helps you stand out in a crowded marketplace. It attracts the right people. It builds trust before you’ve even had a conversation. And maybe most importantly, it gives you clarity and confidence as a business owner.

When I work with my clients, I don’t just start by designing a logo or picking a color palette. I begin with a deep dive into their business: What do they stand for? Who are they trying to reach? What’s the story that brought them here? I ask a lot of questions (and listen closely), because the best branding comes from authenticity. It comes from knowing who you are and being brave enough to show that clearly to the world.

If you’re curious about how this all comes together in my work, you can read more about my process here.

And if you’re feeling like your current brand doesn’t fully represent who you are or where you’re going — I’d love to talk. Branding isn’t just about looking good. It’s about feeling aligned and being seen.