At Concetti, we know that brand strategy for small businesses is more than a logo. It’s a complete brand identity that reflects who you are, what you offer, and the experience you create for your clients.
To help small business owners see what’s possible when you go beyond visuals, we sat down with our Brand Strategist, Lucas, to talk about what brand strategy really means, why clarity is everything, and how branding and interiors come together to create unforgettable experiences.
What inspired you to pursue brand strategy and what does it mean to you today?
It actually started in high school. A friend convinced me to take a graphic design elective, and I instantly became obsessed. Design gave structure to chaos. It was a way to tell stories, solve problems, and make meaning through creativity.
Today, that’s still what drives me. I see brand strategy as the art of making sense of who someone is and translating that into something tangible – a brand that looks, feels, and acts consistently across every touchpoint.
How do you define “brand” when working with small business owners who may be focused on just a logo or visual identity?
Many small business owners start with “a logo” and think that’s their brand, but it’s really just one piece of the puzzle.
At Concetti, we define brand holistically: it’s how you look, speak, and show up both internally and externally. It’s the way your team interacts with clients, the way your space feels, and how your story lives through every detail. Your brand should feel the same whether someone’s scrolling your social media or walking into your office.
Walk us through Concetti’s branding process. How do you help clients uncover their brand’s essence before it becomes something visual?
Our branding process starts by uncovering the heart of the business – your superpower. What makes you special? Who do you serve? How do you want to be experienced?
From there, we explore how that essence translates visually and verbally. We help business owners see their brand as its own entity, something that reflects them but also exists independently. That separation often gives them permission to say, “My business is of me, but it’s not me,” which brings so much clarity before we ever pick a color or typeface.
What’s your favorite part of collaborating with the interior design team on branded spaces?
I love interdisciplinary collaboration. The best ideas happen when different perspectives come together to solve a challenge.
Working with our interior team means blending spatial design with brand storytelling and asking, “How should someone feel in this space?” Whether we’re integrating a brand pattern into the walls or thinking about the flow of a user experience, we’re ensuring the physical environment feels like an extension of the brand.
It’s where brand strategy and interior design truly intersect – creating spaces that not only look beautiful but feel like your brand at every touchpoint. Because you shouldn’t experience a business one way online and another way in person.
Many small business owners feel overwhelmed by branding. Where do you suggest they start?
Start with reflection. Before any visuals or taglines, you need to know who you are, what you do, and why it matters.
Ask yourself: What’s my superpower? How do I want to share it with the world? Once you define that, every branding decision from colors to copy becomes a lot simpler. If it aligns with your vision, it’s right. If it doesn’t, it’s not. It’s that clarity that gives branding direction and confidence.
Can you share a project where brand strategy really shaped the end result, visually or experientially?
One that stands out is Revived Living, a holistic wellness brand. Through our process, we helped owner Sam Schmuck uncover the essence of her brand (“the calm within the chaos”) and clarify her audiences. Once we understood who she served and how her offerings supported them, everything clicked. The visuals, the tone, the flow of her space all became a reflection of that clarity. The result wasn’t just beautiful design, it was a brand experience that truly felt like her.
What excites you most about the future of branding at Concetti?
The possibilities are endless.
We get to help businesses express who they are not only through visuals but through the function and feel of their environments. Every brand we work with is different, every story unique. Getting to connect with passionate people, uncover their superpowers, and turn that into something that moves their business forward… that’s the best part.
Ready to see how your brand strategy could come to life?
Whether you’re just getting started or looking to elevate your brand identity, our team can help you uncover your superpower and express it through every touchpoint.