What's in a brand? Do I really need a 'brand' anyway, I'm just a small business doing my thing, right?
Well actually, having a brand is a really important part of your business planning. Having a brand does not mean you need to become a big marketing machine or present yourself in ways that are dishonest or feel uncomfortable to you. In fact, it's exactly the opposite: if you're clear on your brand, you should feel super comfortable with how you are presenting your services and talents to the world and how people are finding out about you.
Essentially, having a clear brand does two things: it helps you be really clear on what you do and what makes your business unique, and it helps your potential clients/customers understand who you are and why they should choose your business over another. All important stuff, right?
I'll go into more detail about that some other time, but for today I wanted to link to this great short article on Medium, written by the Creative Director at IDEO (a well-known design consulting firm). It's called Tension: The secret sauce of brand building. The example used is a bank, sure, but every business, no matter how big or small, should think about that advice.