Welcome back to Stylist Soul Tribe Conversations! Today, we’re diving into one of the most important aspects of any successful business: branding. I sat down with branding expert Micah Vetter, owner and creative director of Vetter Design Co., to talk about how we can create a brand that genuinely resonates with our audience. Micah specializes in helping entrepreneurs define their unique position in the market and build visual systems that communicate their story authentically. Her approach to branding goes beyond logos and colors—it's about using visual identity to capture the soul of a business.
Why Branding Is More Than Just Logos and Colors
We often think of branding as something purely visual, but Micah teaches us that branding is so much more. According to her, the core of branding is understanding who you are, what your business stands for, and how you want to make your clients feel. She explains that when we build a brand from a place of authenticity, we naturally attract the right people—our dream clients.
"Branding is really about storytelling," Micah says. "It’s knowing exactly what you want to communicate and then finding a way to do that visually."
The Power of Authenticity in Branding
Micah and I discussed how important it is to align your brand with your core values. If you try to create a brand that looks like everyone else’s, it won’t resonate deeply with anyone. Micah emphasizes that people can tell when a brand is inauthentic. This is why she starts every branding project by understanding her client’s goals and values before diving into the design process.
The Beauty Industry’s Branding Challenges
As salon owners and beauty professionals, we often see similar aesthetics in our industry—neutral colors, minimal designs, and a lot of the same branding trends. Micah points out that while these trends can be beautiful, they can also lead to oversaturation. She challenges us to think outside the box and find ways to express our unique style and mission.
“There’s nothing wrong with neutral tones, but think about how you can add warmth or something personal to make your brand feel distinct,” Micah advises.
Understanding Your Audience is Key
One of the biggest takeaways from my conversation with Micah is the importance of understanding your audience. We can’t create a powerful brand without knowing who we’re trying to reach. Micah encourages business owners to think about their ideal client beyond just demographics. Who is this person? What do they value? How do they spend their time?
Once you have a clear picture of your target market, you can start to shape your brand’s personality, tone, and design to attract that person.
Balancing Personal Identity with Business Branding
Micah and I also tackled a common question in the beauty industry: Where do we draw the line between our personal identity and our business brand? Micah believes that, while the brand may reflect elements of who you are, it’s still essential to treat your business as a separate entity with its own personality and values.
“Your brand is a person, but it’s not you,” Micah explains. “It’s important to recognize where you overlap and where you might need to separate.”
Practical Tips for Crafting a Compelling Brand
Micah shared a few practical tips for building a brand that feels cohesive and authentic:
Start with your goals: Think about what you want to achieve with your business, and let that inform your branding decisions.
Think beyond colors: Fonts, icons, and graphic elements can add personality to your brand and make it stand out.
Consider the “personality” of your brand: Is it fun, warm, professional, edgy? Defining this helps you create a more cohesive brand.
Invest in brand guidelines: If you’re working with a designer, ask for brand guidelines. This will give you a roadmap for implementing your brand consistently.
Micah’s Exciting News: Rebranding and Expanding Her Services
In the episode, Micah shared that she’s rebranding her own business and expanding her services. Starting in 2025, Vetter Design Co. will offer social media management in addition to branding, helping clients implement their new brand identities confidently. This service is designed for business owners who want support in maintaining their brand voice and aesthetic across social media platforms. We’re thrilled to see where this new chapter takes her!
Take Control of Your Business Narrative
Micah reminded us that branding is a powerful way to control how people perceive your business. By taking the time to craft a thoughtful, cohesive brand, we can shape our narrative and attract the clients who resonate most with what we offer.
If you’re ready to rethink your brand, gain clarity, and take control of your business narrative, this episode is for you!
Connect with Micah Vetter
If you’d like to learn more about Micah’s work or explore her branding services, check out her links below:
Instagram: @vetterdesign.co
Website: Vetter Design Co.
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