How to let your brand guide everything (even the music you play)

A 7 minute read to build a more consistent and memorable small business

Why letting your brand guide everything is important

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Once upon a time, there was just one bar of soap. One soft drink. A single café in town.

You didn’t have to overthink it—you just grabbed what was there.

But over the last hundred years, that’s changed. Now there are ten cafés within walking distance, hundreds of different soaps, and way too many soft drinks. Don’t get me started on the kombucha.

That’s where brand comes in. Because when customers are overwhelmed with choice, brand is how they decide.

It started as a simple mark of ownership—literally branded onto cattle. Then it became a trademark, a logo on packaging, a typeface on ads. But today, brand isn’t just surface polish. It’s the glue that holds everything together—from your business card to your booking flow to the playlist humming through the speakers.

Done well, brand turns your small business into the business people remember.

Big businesses I’ve worked with—like Coca-Cola and Woolworths—get this instinctively. But what’s more exciting is how many small businesses in Australia are starting to get it too. Partly thanks to social media and better access to tools, but mostly because people with taste want to build something that lasts—not just chase quick wins.

I’ve seen it first-hand working with brands like NOMAD Bouldering and Baloney’s Deli. They don’t just have a logo—they’ve got a point of view that shows up everywhere, from the vibe in-store to the tone on socials. That’s when brand becomes more than a look—it becomes a feeling people come back for.

You know the feeling. Walking into a place where everything just clicks. It feels intentional. Thought through. And there’s data behind it too. A recent study from Marq found that businesses with consistent branding across platforms saw, on average, a 23% lift in revenue.

So if you’re not making decisions through the lens of your brand, you’re missing the chance to make everything tighter, clearer, more memorable—and more you.

Letting your brand inform every choice is a genuine game changer.

There’s a quote I always come back to—from Jane Wentworth in Branding: In Five and a Half Steps:

That’s exactly what I mean when I say your brand should guide everything—even the music you play.

If you're curious, I’d definitely recommend grabbing the book. If not, read on—here are my five practical steps to help you make smarter business decisions through brand.

Three upfront Pro tips

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1. Anchor everything to one clear concept: From your logo to your lighting to the music playing in the background—every decision gets easier (and more on point) when you’re clear on the feeling you want your brand to create. Ask yourself: What should my business feel like? Start there, and let that guide everything else.
2. Consistency beats creativity: Be tight. You don’t need to reinvent the wheel every time. Just show up the same way—on socials, in-store, on your packaging. That’s how people start to recognise you. Chopping and changing constantly not only takes more effort—it actually makes you feel less interesting to customers. 
3. Sweat the small stuff: A $2 standing espresso. A graffiti wall. A cheeky line on your thank-you card. These little details make a big difference, they are what people remember, talk about—and they only work when they’re true to your brand’s personality. Do them well, and you’ll stand out without even trying.

BONUS TIP 🎁: Once you’ve nailed your brand concept, vibe, and tone of voice—feed it into an AI tool like ChatGPT or Claude.  A.I. is a helpful tool to keep your brand consistent. Lean into it for writing or editing social posts, signage, website copy, or anything else you want sounding on-brand without starting from scratch.

A little introduction

Hi, I’m Zac Kelly.

I’m the founder of Unjumble and a freelance strategist with a background in media, branding, and advertising. I’ve worked with the big names...your Coca-Colas, Volkswagens and Woolworths...but these days, I enjoy spending my time helping small businesses.

Outside of work, you can find me running trails in the Blue Mountains—or digging through crates for a good record. I recently picked up a retro Technics SL-1200MK5 turntable (if you know, you know) and have since fallen deep down the rabbit hole of building a fully time-era-consistent (1995-2005ish) Japanese sound system. Silver and black to match the 1200. I’m now trawling eBay and Facebook Marketplace for the perfect amps, speakers, and who knows what else.

This article takes that same kind of nerdy obsession—and applies it to branding.

Because when you let your brand guide every decision, it doesn’t just make your business feel better. In today's highly competitive world, I’d put top dollar on it driving better results too.

Let’s get into it.

Step-by-Step Pro Guide: How to let your brand guide everything

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1. Start with one clear concept: What should your business feel like?

Before you design a logo, post on Instagram, or pick a paint colour—ask yourself: 

What’s the feeling you want people to associate with your business?

This should be your north star. 

A single, powerful idea that drives everything else. Not a paragraph. Not a mission statement. Just a feeling or sentence you can come back to again and again. You can of course get into detail with big corporate identity or brand style guides, but I find having a sentence that evokes the feeling a simple tool to come back to. Especially if you don’t have a budget to spare. 

If you already have the rest don’t worry, use this moment to redefine and develop a sense of clarity around your brand.

For example, with the small businesses I work on we define them clearly:

• NOMAD Bouldering Gym: A gritty, inclusive climbing community built for people who want to try hard and train harder.
• Baloney’s Deli: A loud, punchy, New York-inspired sandwich bar run by George, who doesn’t do things half-arsed.
• Wheeler’s Produce: Still family-run. Still hands-on. Five generations in, we grow fresh Aussie red capsicums the honest way and we’re proud of that.

So get a napkin, take five minutes and write down what the feeling is that you want people to associate with your business? Stick it to the wall. If a decision doesn’t fit that feeling, question it.

2. Bring the feeling (vibe) to life—through your space

Your physical space says a lot.

Whether it’s a retail store, office, studio, coffee shop or warehouse, it should feel like your brand the moment someone walks in. They should even get the vibe from out front. 

I am talking music, lighting, scents, signage, furniture, and how your team shows up. All of it matters. If NOMAD Bouldering gym played elevator music, it’d feel weird. If Baloney’s had grey walls and laminated menus, you’d walk straight past.

What does this look like in practice? 

• NOMAD Bouldering Gym: Walk up to the warehouse and you’re greeted by a giant commissioned graffiti piece and the thump of Boiler Room-style sets echoing from inside. Big roller doors are flung open, plants spill out the front, and inside it’s all corrugated iron benches, raw concrete, wood-topped surfaces, and more graffiti sprawled across the walls. It’s gritty, a bit unkempt—but still clean. The staff wear a mix of singlets and NOMAD gear, and the whole place feels like it was built for climbers who like to train hard and keep it real.
• Baloney’s Deli: Feels like stepping back in time—in the best way. Retro wall features, second-hand furniture lovingly restored, jazzy New York tunes playing in the background. You get a proper hit of coffee when you walk in, mixed with the smell of hot sandwiches. George, the owner, is usually behind the till, ready with a chat. The uniforms are bold, bright, and unapologetically Baloney’s—big red brand colours, crisp shirts, and a statement apron to match.

Whether you're customer-facing or not, here’s a quick checklist to brand your environment:

• What do people see when they first walk in? Think entryway, signage, lighting, front desk, chairs, layout, and visual tone.
• What do they hear? Background music or total silence? Does it create the right mood for your customers or clients?
• What do they smell? Is there food, coffee, product scents—or something a bit clinical? (Note this might not be as important for some B2B style businesses).
• How do your team or staff greet people? Casual and chatty? Straight to business? Tone should match the rest of the experience.
• Do the physical details align? Menus, printed collateral, uniforms, packaging — even your bathroom signage. Small details make a big impact when they’re intentional.

Your space, whatever it is, shouldn’t feel generic.

3. Get your tone of voice right and keep it consistent

Your tone of voice is how your brand communicates. How you come across from laid back to serious, from funny to professional.

Your brand’s tone isn’t just for Instagram captions. It should show up everywhere you write—from your website to your DMs.

Are you witty and a bit dry? Warm and chatty? Bold and straight-talking? Whatever your style, lock it in and stay consistent. The goal is to sound like the same person across every channel—ideally someone your customers would actually want to chat to.

How does this look? 

• NOMAD Bouldering: Uses a laid-back, casual tone that reflects the crew on the floor and the community that climbs there—friendly, real, and never too serious.
• Baloney’s Deli: The tone of voice blends George’s inviting personality with classic big New York deli energy—think chatty, cheeky, and just a bit “I’m walkin’ here!”

Baloney’s Deli doesn’t sound like NOMAD Bouldering—and that’s exactly how it should be.

This should show up consistently across all your business touchpoints. Here’s a little checklist to go through and ensure your tone of voice is consistent…

• Website – homepage, about page, service descriptions
• Google Business Profile – intro blurb, responses to reviews
• Instagram, TikTok, Facebook – captions, comments, bio
• LinkedIn – your business page, founder updates
• Emails – welcome emails, newsletters, automated replies
• Proposals & presentations – intro sections, cover notes
• Chat or DMs – whether it’s a quick reply or automated message
• Signage – All your in-store menu’s, signage, and posters
• Advertising – All your external pieces from online to street posters  

4. It goes without saying align the boring stuff (because it all adds up)

I’ll keep this section short. It’s easy to brand the obvious things—your sign, your menu, your ads. But the really tight brands take it a step further.

Invoices. Email footers. Out-of-office replies. Booking confirmations. Delivery packaging. Loyalty cards. Review requests. All of it is important and most of your competitors aren’t thinking about it.

Want to stand out? Make your receipts, forms, and follow-ups feel on brand.

A cheeky PS line on your invoice. A thank-you card that actually sounds like you wrote it. A “Sorry we missed you!” delivery slip that doesn’t feel robotic. These details make people smile—and make you stick in their minds. A running supplement store recently left me a little note on a card with my order, hand written, wishing me good luck with the training…I have since gone on not to run for two weeks, but that is beside the point.

5. Have a little fun. Think of the small things like $2 standing espressos.

I have the most fun with the little details.

Because often, it’s those brand-led touches that truly set a business apart. The kind of stuff your competitors can’t copy—because they don’t have your story, your voice, or your personality.

• NOMAD Bouldering Gym: We brought graffiti into both gym locations, including a massive piece out the front in Annandale—supporting local artists and creating a raw, expressive look that their cleaner, more sterile competitors wouldn’t pull off naturally. Not only that—they consistently double down on their inclusive community commitment with things like Women’s Night, Low Sensory Hours, and more.
• Baloney’s Deli: We cooked up the idea for a $2 standing espresso bar to bring that New York-Italian deli energy to life—quick, punchy, and a little unexpected. George, the owner, is a massive Anthony Bourdain fan, so they’re also exploring a Bourdain-themed birthday party with live jazz and sandwiches flying out the door.

Ask yourself: What small detail could we offer that aligns with our brand and the feeling we want people to walk away with?

I was recentley on a trip up North and saw a small business, Southern Gold Coast Lawyers, with the word “Accident” printed upside down on their shopfront. Subtle, funny, and 100% on brand.

These things might seem small, but they’re what make your business stand out, feel distinct, and stick in people’s minds.

And honestly? It’s where the fun is.

Thanks for reading.

Cheers,

Zac

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