Paula Fargo

Your Brand Is More Than Your Logo

There’s a reason they call it “brand experience.”

Published

14 hours ago

March 20, 2026

Paula Fargo

PHOTO: ISTOCKPHOTO

MANY SIGNSHOPS PUT all their brand energy into a great logo — and stop there.

But your brand is the full experience people have when they interact with your business. It’s the tone of your emails, the look of your website, the feel of your waiting area, even how your team answers the phone.

When all those things are aligned, your shop feels cohesive and trustworthy. When they’re not, it can feel messy or forgettable.

Do a Brand Mini-Audit

Ask yourself:

Does our shop look the way we want to be perceived?
Are our email templates, invoices and signage consistent?
Does our social media match our tone in person?

If not, start small. Align one piece at a time.

AI Pro Tip of the Month:

Use ChatGPT to write a short brand guide. Prompt: “Create a mini brand style guide for a sign shop that wants to be seen as professional, helpful, and modern.” It can help define your tone, colors and messaging quickly.

Paula Fargo

Paula Fargo is the former owner of Curry Printing (Baltimore) and has recently hung up her shingle as a business consultant specializing in helping other print and signshop owners with process, productivity and profitability improvement.

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