Is It Time to Rebrand? Our Creative Team Weighs In.
At Express Strategic Services, branding is one of our favorite things to talk about, and with good reason! It’s how your business shows up in the world, how people recognize you, and how they begin to trust you. We recently sat down with two of our creative powerhouses - Alison, our incredibly talented Creative Art Designer, and Kalley, our brilliant Creative Director - to answer a few of the most common branding questions we hear from small business owners.
First up is one we hear often: what's the difference between a logo and a full brand identity? Alison nailed it when she said, “A logo without a brand identity is like having wheels without a car. It might roll, but it won’t be very pretty - or functional.” Your logo is just one piece of the puzzle. A full brand identity includes your fonts, colors, patterns, icons, photo direction, and the overall “feel” of your business. It creates consistency, tells your story, and makes your brand instantly recognizable (and memorable).
Next, we asked Kalley how you know when it’s time to rebrand. Her answer? “Usually it’s when your brand no longer reflects where you’re headed. Maybe your visuals feel outdated, maybe you’ve added new services or grown into a new market, or maybe you’re just ready for a fresh start. A rebrand often signals a mindset shift, or a new season of growth, and your visuals should reflect that.” She also pointed out something many long-time business owners realize too late: if you don’t have proper logo files or consistent branding, a rebrand can solve a lot of hidden problems.
When asked about their favorite brand trends right now, we got two polarizing answers (of course!) Kalley is loving the clean, elevated feel of “quiet luxury” - think soft tones, elegant typography, and timeless design. It’s polished without being flashy. Alison, our walking human doodle, is head over heels for hand-drawn illustrations. “They’re so fun and full of personality. I love how they make a brand feel approachable and totally unique.”
Whether you’re building a brand from the ground up or feeling the itch to refresh what you already have, we’re here to help. Our creative team is passionate about helping small businesses design brands that feel intentional, beautiful, and true to who you are.
If you’re ready to create something that actually feels like you - or need help figuring out where to start - reach out to us here. We’d love to chat with you and help bring your brand to life.
