The Layers of a Brand
*We all know you’re just here for the donuts, scroll down to the bottom to continue on my little rabbit trail.*
I’m always a little floored when I think about how many people in my close inner circle are fellow entrepreneurs. From massage therapists and hairstylists to photographers and writers, I can swap “How’s business going?” stories in just about any social setting I’m in. Recently in one of these settings, a friend asked me a very simple question that I went on to answer in a very complicated way:
“What is a brand?"
Now of course I know what a brand is, but I had a hard time putting it into words in that context because when I think of a brand/branding, images pop into my head vs. words. A beautifully-designed brand guide, a mood board, a logo set. Someone greeting their customer with a smile or pointing to their menu.
A brand isn’t one piece of your business. It’s the full picture of how people experience you, from the first glance at your website to the way they feel long after working with you.
A strong brand is layered. Like a delicious parfait. Each layer plays its part, and when they all stack together, your business feels cohesive, memorable, and trustworthy.
Let’s break it down layer-by-layer:
Layer One: Visual Identity
This is where most people start, and for good reason. Your logo, colors, and fonts create the first impression. They set the tone and tell people right away if your business is playful, polished, bold, or calming. It’s not about picking pretty colors. It’s about creating visuals that reflect who you are and attract the right people.
Layer Two: Voice
Words matter just as much as visuals. The way you talk about your business, whether it’s casual, professional, cheeky, or warm, creates consistency and builds trust. A strong brand voice makes your emails, website, and social posts sound unmistakably like you.
Layer Three: Values
This is where real connection starts to happen. Your values show people what matters to you and what you stand for. When those values come through clearly, your brand attracts clients who not only want your product or service, but also feel aligned with the way you do business.
Layer Four: Experience
Think of this as the “in real life” test. Your brand isn’t just what you say, it’s what people actually experience when they interact with you. From your customer service to your onboarding process, every touchpoint should feel aligned with the promise your brand is making.
Layer Five: Reputation
This final layer is the echo of all the others. It’s what people say about you after they’ve worked with you, and it’s often the most powerful piece of your brand. You can’t fully control it, but you can influence it by showing up consistently and delivering on your promises.
Putting It All Together
When all five layers work together, your brand becomes more than just a logo or a tagline. It becomes the full story of who you are, how you show up, and why people should trust you. That’s what turns first impressions into lasting impact.
If you’ve been thinking about your brand as just a logo, consider this your nudge to start building the layers. Because a strong, layered brand isn’t just nice to have. It’s what helps the right people find you, remember you, and choose you.
PS: Here’s the secret link to that donut shop I mentioned in my e-newsletter 😉
