Let’s clear something up: your brand isn’t just your logo.

It’s how people recognise you, remember you – and decide whether to trust you. And for a lot of small businesses, that’s the bit that gets missed.

When you’re building a business, branding often gets pushed down the list. Understandably so – you’ve got invoices to send, clients to win, fires to put out. Canva becomes your best friend, your logo lives on a sticky note and your Instagram grid is an eclectic mix of memes, offers and the office dog. It happens.

But the danger? You don’t look like the business you actually are.

Looking the part matters. 

Inconsistent visuals, vague messaging or outdated design can make you seem less professional than you really are – and that can cost you sales, partnerships and credibility. It’s not about being flashy. It’s about being clear, consistent and recognisable.

As Creative Operations Director at the Wrapped Brand Agency, I’ve worked with startups and scale-ups that knew their product inside out – but didn’t know how to package it in a way their audience could connect with.

Here’s what small businesses get wrong most often:

• Thinking branding is “just a look” – not a strategy.
• Chopping and changing styles with every campaign.
• Letting marketing be led by what’s easy, not what’s effective.
• Assuming they have to go it alone.

So where do you start?

If your brand feels a bit all over the place, try this:

• Choose two core fonts and stick to them. It sounds small, but consistency builds trust.
• Create a tone of voice guide. How do you want to sound? Friendly, expert, straight-talking? Make sure that’s reflected in everything you write.
• Audit your visuals. Line up your last 10 posts or documents – do they feel like they’re from the same company?
• Focus on your audience, not just your offer. Good branding speaks to them, not just about you.

The good news? You don’t need a huge budget or in-house team to fix things.

For businesses that don’t have an in-house team, support is out there. Whether that’s a freelancer you trust, someone on your team with an eye for design, or a service like WrappedUp – a monthly subscription that gives you flexible access to design, content and creative help. The important thing is to find support that fits the way you work.

Branding is no longer a ‘nice to have’.

In a crowded market, how you show up matters. Whether you’re pitching for funding, launching a new service or simply trying to look consistent online, your brand sets the tone before you say a word. So, if you’re serious about growth, invest in how you’re seen. You don’t have to go big – you just have to get it right.