Branding

Your brand is what people say about you when you're not in the room. A good logo helps, but branding goes deeper: it's the feeling someone gets when they land on your site, read your content, or hear your name from a friend.

I write about the branding decisions that matter for small businesses. Not abstract theory about brand archetypes, but the practical stuff: how your visual identity affects trust, why consistency beats creativity, and what separates a forgettable business from one people actually refer.

After designing brand systems for businesses across the US and Europe, I've seen what works and what's a waste of money. These articles give you the honest version.