Branding Beyond the Logo

Branding Beyond the Logo

How Authentic Storytelling Can Transform Your Mainstreet

Why is branding so important for our mainstreets? At the Mainstreet SA conference, I had the opportunity to reflect on how branding goes beyond logos or websites—it’s about telling the unique stories of each business and its community. During Kerry Daly & Jason Dunstone’s presentation, they spoke about Camberwell Junction and how they helped the business precinct develop a strong, authentic brand - which then helps the businesses along that precinct to thrive - which is something we can all learn from.

Why Branding Matters for Mainstreets:

Your brand is your story, and every small business on your mainstreet has a unique one to tell. At Makers & Merchants Barossa, I saw businesses struggle to stand out until they invested in their brand identities. When we helped these businesses start to tell their authentic stories, they didn’t just attract customers—they connected with their communities.

As Kerry and Jason  noted, the businesses that invest in authentic branding - such as Camberwell Junction - build lasting relationships with their customers and the mainstreet as a whole. It’s this connection that keeps people coming back.

The Elements of a Strong Brand Identity:

1. Values and Mission: What do you stand for? Insights into Camberwell Junction showed that when businesses lead with their core values, they attract loyal customers.
2. Storytelling: Tell your story in a way that resonates with your customers. Businesses on Norwood Parade and Unley Road, for example, have embraced their unique narratives, drawing in both locals and tourists.
3. Visual Identity: A brand is more than just a logo, but visuals matter too. Think about how your brand looks and feels to your audience.

Building a Community Brand:

When each business on your mainstreet has a strong brand identity, the whole street benefits. During the conference, Louise Custance, Landscape Architect and Kangaroo Island Director for L/NEA, highlighted how even small design changes to the streetscape can reflect the unique identity of the community and help businesses thrive. By using local and recyclable materials, Louise was able to meet the needs of the local community as well as inspire and share the identity of the town for visiting tourists.

Branding is an essential tool for creating vibrant mainstreets. It’s about more than just looks—it’s about telling the story of your business and its place in the community.

Shelley

Are you a small business looking to refine your brand? Think about your story—how can you use it to connect with your customers and your community? Together, we can create mainstreets full of character and life.

Check out our Brand Identity toolkit: https://www.theregionalcollective.com.au/brand-identity