Brand Aesthetics for Small Business Owners



Your brand is your number one selling tool. You can attract customers or drive away customers based on your brand’s aesthetics—the look, the feel, the memorability factor.

The Look.

Most customers judge a book by its cover. As a small business owner it’s important that your brand is visually appealing. When a brand is visually appealing it has an effortless way of attracting customers. Whether you’re creating a new brand or giving your existing brand a makeover, a great look starts with a great color concept, a sleek logo, and nicely designed marketing materials (website, infographics, business cards, etc.). Everything about your brand’s “look” communicates a message, its colors, logo shape and even the font-type of your brand’s text communicates a message. Branding is about creating patterns to convey your brand’s look. Does your brand’s look match the quality of services/products you offer? If not, no worries, re-branding is a great way to signal an improvement to customers. Think of how you feel when you visit an established business and see the words “Under New Management,” chances are as a consumer you may feel that new management means new improvements.

The Feel.

How do customers feel when they come across your brand, what vibe does it give off? Creating the right brand personality can prove profitable. Identifying your brand’s personality is best when it is based off analytical data (Google analytics, keyword data, demographics, etc.) instead of hunches. Effective brand personalities match that of their target audience. Your brand’s personality is best expressed through your content. For example, if your target audience are senior citizens, you must write content that peaks their interest. In this case you may want to strike a tone of trust and compassion. When creating content such as blog posts, social media content, and even emails; it’s important to consider your brand’s tone and personality.

The Positioning.

Brand positioning is important because it provides a clear distinction between you and your competitor. How you position your brand determines your brand’s reputation. Take the positioning and the reputations of these two successful shoe brands as great examples:


For every shoe a customer buys, Toms donates a pair to someone in need. Toms’ brand reputation is one of philanthropy and compassion.

TOMS   One for One

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Nike utilizes imagery of high-performing athletes to convey its message of brand superiority. Nike has successfully created a brand reputation as the primary choice for athletic shoes.

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The Memorability Factor.

It’s not about who buys from you today, but who remembers you tomorrow. A key part of making your brand memorable is ensuring the look, the feel, and the positioning are all in sync.

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Krystal Glass is the CEO of Krystal Glass Communications– a communications firm specializing in small business marketing among other things.