What is Branding? How Small Business Owners Can Stand Out Online - Ep #52
Learn what branding really means and how small business owners can stand out online, attract clients and build trust with a clear, consistent brand.
If you run a small business, you’ve probably felt this fear:
“There are so many people doing what I do… how do I stand out?”
Before you try posting more, shouting louder, or lowering your prices, the real issue is simpler: you don’t have a clear brand yet.
In this podcast episode, I chat with graphic designer and branding expert Lorraine Luby about what a brand really is and how to make it work for your small business.
Listen or read the summary below and learn:
What makes a brand memorable
How to stand out without loud colours
How to uncover your real USP (unique selling point)
What to invest in first when you're on a budget
About Lorraine:
Lorraine Luby is a Graphic Designer, receiving a BDes(Hons) in Visual Communications from NCAD, Dublin, in 2007. Her branding studio, Luuuby Creative was launched in 2021. She helps independent businesses get seen and trusted by the right people. Through thoughtful, custom logo and brand design, Lorraine gives her clients the confidence and tools to grow — making sure everything feels aligned with their audience and message. Because branding is more than a logo!
Contact Lorraine:
Website: www.luuubycreative.ie
Instagram: https://www.instagram.com/luuubycreative/
LISTEN TO THE FULL PODCAST EPISODE:
EPISODE SUMMARY:
If you’re like most small business owners I work with, branding can feel confusing. You might think a “brand” is just a logo and a few colours you like. Read the summary or listen to the full podast episode and fnd out what a brand really is and how to make yours work harder for your business.
What is Branding
Brand and graphic designer Lorraine Luby puts it beautifully: “A brand is a feeling, the vibe someone gets from you before they read a word.”
Your brand tells people if you’re:
safe
trustworthy
fun
friendly
professional
high-end or budget-friendly
And this happens instantly.
That’s why branding matters.
It’s the feeling your business gives people the second they find you. It helps people recognise you and trust you.
How Branding Shows Up in Your Business
Branding touches every part of your business:
your website
your logo and colours
your social posts
your photos
your tone of voice
how you dress
your office or shop
your packaging
your print materials
your podcast and videos
your client experience
even how you show up at a workshop or presentation
Branding is every touchpoint your audience sees, feels, or hears. When all of these pieces tell the same story, your business becomes recognisable and trustworthy.
Consistency builds trust. Trust builds clients.
Join the Community
How to Stand Out
You don’t need loud colours, fancy graphics, or over-the-top visuals. You stand out when your brand is intentional:
message is clear
visuals and colour scheme are consistent
tone of voice feels like you
brand reflects your personality and your values
website matches your personality
That’s what makes a small business memorable.
A brand doesn’t stand out because it screams.
It stands out because it feels clear, personal, and consistent.
How a Designer Helps You Find Your Unique Message
A lot of women worry: “There are so many designers/coaches/photographers… what makes me special?”
Lorraine explains that your unique value rarely comes from the brief. It comes out in the conversation, the vulnerable things you say when you feel safe and you share from your heart:
“I want clients to feel cared for.”
“I help women feel confident.”
“I want people to feel safe working with me.”
“I want women to have better work-life balance.”
“I help small business owners work smarter.”
“I help small business owners grow a business with calm and ease.”
This is the soul of your brand. This is what clients remember and buy from. This is what makes your brand unique.
Stop giving the “polished” version of your story and start sharing the truth, the messy, emotional, deeply human reason behind your work.
That’s your real USP. That’s what people buy from.
Not the perfect copy… but the real you.
What You Receive When You Invest in Branding
A complete brand identity usually includes:
Primary logo
Alternative logos (landscape, vertical, icon)
Black/white/colour versions
Brand colour codes
Typography styles
Photography direction
Brand guidelines
Branding Saves You Time, Money, and Energy
When your branding is clear, everything gets easier:
You make faster decisions because you’re not guessing.
You stop reinventing your visuals each time you post.
Anyone you outsource to knows exactly what to do.
Your audience recognises you instantly.
Lorraine said something I totaly agree with branding reduces mental load. You don’t start from scratch every time, you follow your brand’s guidelines.
What If You’re Just Starting or On a Budget?
If you’re new, you don’t need a full brand immediately. Start simple with choosing your fonts and 2 main colours (background colour + accent colour) and stick to them across all platforms.
Once, you proved your offer is working and you’re clear about:
who you help
how you help them
what your business stands for
Then your investment in professional branding will actually pay off.
A Strong Brand Gives You
confidence
clarity
consistency
recognition
ease
better-fit clients
a business that feels grounded and aligned
A strong brand doesn’t just make your business look good.
It makes your business easier. It helps you attract the right clients faster. And it helps your audience feel something the moment they meet you.
Branding helps your small business stand out not by being loud — but by being you.