Branding for Small Business – Beyond the Logo

Let’s be real—when you think of branding, what comes to mind?

A logo? A color palette? A Canva template you spent three hours tweaking?

That’s totally fair. But branding is so much more than that.

In this episode of The Growth Addicts Podcast, I sat down with branding expert Emmelie Coulson to chat about what branding really means for small business owners. And spoiler alert: it goes way deeper than visuals.

If you feel like you’re doing all the right things on Instagram but still hearing crickets, this might be the piece you’re missing.

What is Branding, Really?

Branding is how people feel when they interact with your business. It’s the gut reaction they have when they land on your Instagram, read your bio, or open an email from you.

As Emmelie said:

“Your brand isn’t what you say it is. It’s what people say it is when you’re not in the room.”

Mic drop.

Your brand is your business's reputation. It’s built over time through consistency, clarity, and connection.

Why Your Brand Matters More Than Ever

Instagram marketing for small businesses is noisy. And I mean NOISY. If you want to get more sales on Instagram, your branding needs to do some heavy lifting for you.

A strong brand helps you:

• Attract dream clients (without cold pitching every day)

• Get better engagement (thanks, algorithm!)

• Turn followers into buyers (because they trust you)

• Feel more confident showing up online (no more second-guessing every post)

  
  

Basically? A strong brand = less shouting, more magnetism.

What Branding Is Not

Let’s clear something up:

• It’s not your logo.

• It’s not your color palette.

• It’s definitely not copying what someone else is doing because it looks good.

  
  

And the best part? You don’t need a £2,000 rebrand to fix your brand.

When I first started, I thought branding meant making everything beige and calling it a vibe. It took me way too long to realize that what really matters is how my audience feels when they interact with me—not whether my Reels covers match.

5 Ways to Strengthen Your Brand (Without a Full Rebrand)

Here’s what to focus on instead:

1. Clarify Your Message

What do you want to be known for? Who are you talking to? What problem are you solving? If your message is foggy, your content will be too.

2. Create Visual Consistency

You don’t need to be a designer. Pick two to three colors, one to two fonts, and use them everywhere. Canva templates are your friend here. Visual consistency = trust.

3. Show Up With Personality

People buy from people. Even if you sell products, your audience wants to know you.

Not into selfies or talking on Stories yet? Try this:

• Share your workspace.

• Use voiceover on a B-roll video.

• Talk about what lights you up behind the scenes.

  
  

Your vibe builds your tribe. (Sorry, I had to.)

4. Think About the Experience

Your brand is in the little things:

• How you reply to DMs.

• The tone of your captions.

• The way your email sign-off makes someone smile.

  
  

Ask yourself: does every touchpoint reflect what I want to be known for?

5. Get Outside Feedback

You’re way too close to your own brand to see the gaps. Ask your audience:

“What three words come to mind when you think of my business?”

You’ll either be pleasantly surprised or know what needs tweaking.

A Branding Shift (No Rebrand Required)

Emmelie shared the story of a client who came to her feeling stuck. The logo was fine, the colors were pretty… but it just wasn’t clicking. She wasn’t attracting the right people, and when leads came in, they didn’t convert.

Rather than starting from scratch, Emmelie helped her realign with her brand's soul. They clarified her message, reworked her Instagram bio, and adjusted the tone of her captions.

No new logo. No dramatic overhaul.

But her energy shifted. She showed up with confidence. Suddenly? Dream clients started sliding into her DMs saying,

“I’ve been following you forever and now I just know I want to work with you.”

That’s the power of alignment—not aesthetics.

Want to Build a Brand That Connects and Converts?

This topic is what we dive into inside the Get Seen Get Sales mentor group.

Because let’s be honest—posting pretty content with no plan is exhausting.

Inside GSGS, we focus on:

• Writing captions that convert.

• Instagram content planning that saves hours.

• Branding and messaging that actually attracts paying clients.

  
  

You don’t need a whole new logo—you need a strategy that reflects you.

30 Free Content Prompts to Build Your Brand on Instagram

Not sure what to post that reflects your personality and sells your stuff?

Struggling with social media? Let me help!

👉 Sign up for my newsletter and get weekly small business tips straight to your inbox & grab 30 Content Prompts FREE.

If You Liked This Blog, Check Out:

Why Your Instagram Content Isn’t Converting (And How to Fix It)

If you're looking for branding inspiration or thinking about elevating your own brand identity, I highly recommend checking out Emmelie’s work. Her designs are bold, beautiful, and deeply rooted in storytelling—not just trends. You can explore her portfolio and services on her website here https://www.emmeliecoulson.co.uk/, or follow her on Instagram at @emmeliecoulson.design for a behind-the-scenes look at her creative process, client transformations, and branding tips you’ll actually want to save.

One Last Thing…

Try one of the five branding tips in this blog and tag me on Instagram @amandahughes.uk—I’d love to see how you bring your brand to life.

Or better yet, DM me your three brand words. I’ll tell you if you’re giving beige confusion or magnetic clarity—LOL.

About Me

👋 Hey, I’m Amanda! Social Media Mentor, Apple Top 30 Podcaster & Amazon #1 Bestselling Author.

I help small business owners like you get seen & get sales on social media, without the overwhelm.

With 10+ years of experience running small businesses, I know what it’s like to juggle marketing, sales, and all the things. That’s why I’m obsessed with making social media simple, fun, and profitable for business owners just like you.

📩 Grab my* FREE 30 Content Prompts here for instant content ideas!

📲 Let’s connect on Instagram → @amandahughes.uk