I had just graduated with a BFA in Graphic Design, full of ambition to make a significant impact. My friends and I were eager to launch startups, develop products, and create apps—anything we could dream up. While a few succeeded, most of us struggled to get our ideas off the ground.

As I began freelancing for small businesses and service providers, I noticed a recurring challenge: despite offering valuable services, these businesses couldn’t achieve long-term sustainability. The common problem wasn’t the quality of their work but their inability to connect meaningfully with their target customers. When they communicated, they focused solely on what they did, rather than why it mattered to their audience.

Early branding work for RISD Alum, AM Design Collective

The Power of Brand Strategy for Small Businesses

I realized that successful businesses shared a key trait: they resonated with their customers by telling an authentic brand story. Brand strategy for small businesses involves more than just logos and colors; it’s about conveying why you started the business, what you stand for, and how your services align with the aspirations of your customers. When you communicate these elements effectively, customers don’t just see a company offering a service—they see a partner who understands their challenges and shares their values.

For service-based businesses, this connection is crucial. Unlike product-based companies, service providers are selling their expertise, skills, and trust. The right brand strategy makes potential clients feel confident that you understand their needs and can help them achieve their goals. This kind of brand alignment transforms a transaction into a meaningful partnership.

Sample of our strategic approach for

Why Design for Service-Based Businesses Needs to Go Beyond the Surface

As I refined my approach, I noticed a common mistake: many entrepreneurs and designers prioritize the look of their brand over its meaning. They focus on visual styles, fonts, and colors without considering how these elements contribute to the larger brand strategy. For service-based businesses, design should be more than just eye-catching; it needs to support the brand’s story, evoke the right emotions, and communicate the business's values.

Effective design for service-based businesses goes deeper by using visual elements that align with the customers' aspirations and experiences. For example, carefully chosen color schemes can evoke trust and professionalism, while typography can suggest a sense of expertise or approachability. These visual cues, when thoughtfully selected, enhance the overall brand strategy and help establish an emotional connection with the audience.

A holistic strategy lies at the heart of our work for Made By Us

Building Brand Resonance Through Holistic Strategy

The key to building brand resonance lies in a holistic approach that combines strategic messaging with intentional design. By presenting a brand story that resonates with the audience’s values and aspirations, small businesses can create a bond where customers feel seen and understood. When the design reinforces this narrative, it strengthens the impact and helps businesses differentiate themselves in competitive markets.

In my work, I help small businesses and service providers communicate in the language of their customers—both visually and textually. The goal is to show not just what they do, but why they do it and how it can positively change their customers’ lives. Instead of positioning the business as a hero coming to the rescue, the focus is on helping customers become the heroes of their own stories.

Conclusion

Too many great ideas fail because they lack a cohesive brand strategy or use design elements that don’t resonate with the target audience. By focusing on brand strategy for small businesses and designing for service-based businesses, I aim to change that. The more authentically a business can communicate its story and values through strategic design, the stronger the connection it can build with its audience. This connection is what drives meaningful impact and long-term success.

In summary, the path to building a successful brand for small and service-based businesses lies in combining an authentic brand strategy with design elements that truly resonate with the target audience.