When you first think of the world “brand,” what comes to mind? Chances are, it will be the popular global brands that we are all familiar with. If you are building your own business, the idea of being a brand might be something you associate with huge corporations; it might not be something you are aspiring to. However, effective branding is crucial to all businesses, no matter their size. 

Branding isn’t just about internationally recognised logos or taglines, it’s about a well-thought out, cohesive look and business plan. It shows customers who you are. It helps them to immediately be able to identify you amongst the crowd. Furthermore, it is the experience your customers have when they connect with your business. 

If you still aren’t sure, let me give you 3 reasons why you need to build a brand and not a business. 


1. It is more than just a business to you 

Your business started with a vision and a passion. Whether it was something you dreamt of for years or you had a sudden “lightbulb moment,” the idea excited you. Your clients don’t need to be reminded of every tiny (or huge) sacrifice you made to get your business started or the number of hours you put it or different roles you fulfill, but if you build a brand, instead of a business, all of that devotion and hard work will shine through. There’s no wonder people often call their business their “baby.” It’s no small feat getting it started or keeping it on the right track. 

By building a brand and not an anonymous business, you can let your passion shine through and draw customers to you. The look of your website, your social media posts, your interactions should all pull together to show your clients your story and the reason behind your brand.


build a brand not a business


2. It is more than just a business to your clients 

Working with a company that really engages with its clients is like a breath of fresh air. Take a moment to think about businesses that have made you smile. It can be something as small as receiving a beautifully packaged parcel in the post when we are used to just getting things thrown into a plastic postage envelope; or a handwritten note to say thank you for purchasing their goods; or when you visit a website that thrills your heart because it’s everything you were looking for or aspire to be. That is branding. 

When clients feel like they really know you or understand your brand, they will want to keep coming back for more. Build your brand loyalty by building a brand that your clients are excited to engage with. 


3. Be your authentic self 

“Start by knowing what you want and who you are, build credibility around it and deliver it online in a compelling way.” Krista Neher 

Authenticity is key in branding. You have to love your brand. You have to be passionate about your brand. There is no end to business strategies that can help you get ahead of the game and succeed, but if your business isn’t authentic, it won’t have any heart and soul. It doesn’t mean that you aren’t excited about what you’re doing or that your business didn’t start from an amazing vision, but if that isn’t reflected, how will your clients know it is there? 

A business can have all the right components – great business plan, professional, easy to navigate website, desirable products or services, headshot with formal bio, but it can miss the mark. In the same way, an overly fussy approach can muddy the waters and make it difficult for clients to properly engage with the business. Great branding is about capturing the essence of your business and of you, and distilling it down to create an authentic and engaging platform. Every part of the business should reflect your branding ethos, and it’s that authenticity that your clients will fall in love with. 


build a brand not a business


If this strikes a chord with you and you would like to know more about how to build a brand and not just a business, I would love to get alongside you and walk you through it. As an entrepreneur myself, I have had to go through the process of developing my brand’s vision and putting it together. When you visit my website or Instagram, you get the full experience of what the Petra Gatto brand is. 

My passion for inspiring female entrepreneurs to build their brand has led me to offer mentoring services. I help you to stand out in the digital world and guide you in every area of marketing and promoting your business. My first love is photography. In addition to my Portraits of YOU, I have combined my passion for photography with branding. My Personal Branding Photography can help to take your brand to the next level, and show your clients who you are and what your story is. 

I look forward to helping you engage with your clients in a more authentic way and build your brand way beyond your business goals!


Ready to build your brand? Get in touch for a chat with zero obligations to book, you can pick a day and time here that suits you. I cannot wait to hear from you!

3 Reasons Why You Need to Build a Brand and Not a Business

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I'm petra gatek

Personal Branding Photographer 
& Mentor. Empowering women to build their brand online with confidence.


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