Small decisions. Small structures.
Particles buzzing around that you don’t always notice, but they’re there.

And when it comes to branding.
They matter more than almost anything else.

Take a small independent café.
Fifteen customers walk through the door.
All fifteen experience it differently.
And yet, those fifteen people are what shape your brand.

Because a brand isn’t what you say it is.
It’s what people say about you when you’re not in the room.
How do they describe you?
Are they clear on what you do?
Do they feel excited about buying a product, ordering a drink, pressing play on the podcast?

And the thing is, you’re always shaping that story.
Often in the tiniest ways.

Going back to the café.
Where do you put the cutlery?
Do people have to get up and collect it themselves?
Is it already on the table?
Placed neatly at each setting?
Or handed over with the plate?

Each choice feels minor.
Almost forgettable.
But that’s one particle.
One Lego piece.
One fraction that builds the bigger picture of how your brand feels.

This is where creativity really lives.
Not just in the visuals, but in the decisions.

Everything you do is strategic, whether you call it that or not.
The staff you hire.
Do they smile?
Do they give a little extra?
Do they take time to speak to someone with care?

The fonts you choose.
The materials you touch.
The tone of your copy.
The flow from homepage to checkout.
All of it quietly signals who you are, and who you’re for.

So when you get asked to do a logo for someone, work out if they're needing more than just a a logo.
Branding isn’t just logos, fonts, or nice colours.
That’s the surface.

Branding is the experience.
The feeling.
The accumulation of tiny decisions made with intention.

And here’s the part people forget.
Every single one of us plays a role in that experience.
We make someone’s day, or we don’t.
We contribute to a brand, a moment, a memory.

Low self-esteem or high.
Job title or none.
Front of house or behind the scenes.
We’re all operating with the same power.
The power to shape how something is felt.