Building a Brand That Stands Out

Branding isn’t your logo—it’s the gut feeling people have about your business. In this conversation, Mike (Gen X, branding/web guy) and Liz (Gen Z, social strategist) dig into what brand really means for small businesses and how to make yours memorable without a Fortune 500 budget.

You’ll learn

• Brand ≠ logo: Voice, values, experience, and how you communicate are the brand; visuals support it.
• Experiential branding in the wild: Why Red Bull and Liquid Death resonate—and what small businesses can borrow.
• Local proof: How places like Marietta Coffee Co. lean into space and vibe to attract the right people.
• Make it stick: The role of repetition and consistency (those 7–12 “brand hits”).
• Stand out vs. fit in: When to choose industry norms and when to intentionally disrupt (colors, tone, presence).
• Refresh or rebrand?: Signs you need a visual tune-up vs. a ground-up reset.
• Test, don’t guess: Getting feedback from ideal customers (and weighting input wisely).
• Storytelling that converts: Show life before and after your brand—the simple “status quo → transformation” arc.

Quick wins you can do this week

• Commit to consistency: Pick a primary + secondary color palette and apply it everywhere (site, socials, slides, signage).
• Tighten your introduction: Craft a repeatable 1-line pitch/tagline you actually use at networking events.
• Audit your touchpoints: Invoices, emails, proposals—do they reflect your voice (casual vs. formal, playful vs. polished)?
• Logo toolkit check: Ensure you’re using related logo variations (horizontal/stacked/mono), not unrelated marks.