The Truth About Branding for Small Businesses


Does it feel weird to be at a storytelling site when you’re looking for branding?

It shouldn’t, since branding — good branding — tells a story.

Branding campaigns, as generally practiced today for small companies, focus too much on the visual and too little on the message or story.  Yes, your website and everything else needs to reflect who you are. But who are you?  What’t your story?  YOUR story.

A redesigned logo or website or brochure is a good thing.

But they aren’t sufficient to make an impact on sales.  Unless A) it tells your story and B) the story it tells is reflected in the customer experience that follows it.

Let’s face it, when you think “We need to improve our branding” what you really mean is your website, brochures, etc., need to better reflect who you are, now.  Right??

Okay, then, a visual upgrade, right?  Probably.  (This is how most branding is thought of — a new website design or new logo.)

But a visual update isn’t enough without an updated message that better reflects who you are, now.  After all, your visual update needs to be based on an updated “who you are”, right??

And, an updated message and your cool, new look won’t be enough unless you use storytelling techniques to gain attention and create engagement.

Who you are now needs to be clearly and authentically communicated.  But I believe a faster, better, less expensive way to accomplish this is with storytelling, not branding.

Good storytelling presents authenticity (who you are) in narrative form.

It. Talks. To. People.  In words. In video. In testimonials. In customer support policies. In everything you do.  Branding?  Not so much.

It takes SO MUCH MORE than a visual face lift to increase sales. It takes story! 

Here’s what I mean:

Here’s what I do:

I find your story in and among all the things you’re saying about who you are and what you do.  Rediscover your story, actually, is more accurate. Your story launched your business.  It’s just gotten lost a bit since. Then we both work at making sure the entire customer experience reflects your story. And then I help you tell it.  Clearly.  In ways and in places your customers expect to learn about what you sell.

This is what I do.  It’s at the core of what I’ve done for the past 30+ years for small businesses in a wide range of industries, from the University of Phoenix and Jacoby & Meyers to many, many amazing companies you’ve never heard of.

It’s the thing that’s likely missing from that new website or new brochure or new email or new anything that doesn’t work.  Because you’re one click away from losing each prospect, and if they don’t know and feel why you’re different – if they don’t “get” your story – they don’t stick around.

If you’d just like to talk to someone about what’s going on with your marketing, let’s start a conversation.

Send me an email or call 480-948-0029.


Breathe power in to your stories!

Write to or call Hamilton on (480) 948-0029 today.