Disclaimer: The articles published here on the City of Eau Claire Economic Development Division website are meant to be a helpful starting point as you explore doing business in our community. They’re not the final word on rules, requirements, or what’s best for your unique situation. We always recommend checking in with legal, financial, or other professionals for advice tailored to your business.
Getting a new business off the ground comes with a long to-do list—finding a location, sorting out licenses, figuring out financing, and everything in between. One thing you can’t let get pushed aside early on is branding. And we don’t just mean choosing a clever name or designing a nice-looking logo. We’re talking about the full experience you’re creating for your customers from the moment they discover you.
In Eau Claire, where community connections run deep, a well-crafted brand can help you stand out and build lasting relationships that set you up for success from day one. Whether it’s designing a cozy café or launching an online shop or curating a boutique storefront, your brand sets the tone for everything.
Let’s walk through what it takes to build a brand and how to do it well from the beginning.
Start with Your Why
Before you dive into fonts, color palettes, or logo sketches, hit pause and ask yourself a bigger question: Why are you starting this business?
Is it to fill a gap in the Eau Claire market? To turn a creative passion into your full-time gig? Or maybe you’re just ready to build something of your own after years of working for someone else?
Whatever your reason, your “why” is the foundation of your brand. It shapes your decisions, influences your messaging, and keeps you grounded when things get hectic. When you’re clear on your purpose, it’s easier to communicate your story in a way that resonates.
Next, don’t just keep it in your head; write it down. Post it somewhere you’ll see it often. Revisit it whenever you’re making branding choices or planning your next move. That sense of purpose will shine through in everything from your social media captions to how you greet customers in your space.
Your brand is a reflection of your story, your values, and your goals. And starting with that story helps you build something both meaningful and memorable.
Design Your Logo & Visual Identity
Now let’s talk about the visuals. Your logo is usually the first impression people get of your business. It shows up everywhere—your website, storefront, packaging, business cards, social media, and more. A well-designed logo signals professionalism and makes your brand instantly recognizable even if you’re just getting started.
But your brand’s look and feel goes far beyond a single image. Think about the colors, fonts, and visual style that reflect your personality and values. Are you going for playful and bold? Sleek and modern? Rustic and handcrafted? These elements help shape how people perceive your business.
If design isn’t your thing, Eau Claire has plenty of talented local graphic designers, freelancers, and creative agencies ready to help. Or you could connect with design students or recent grads from our three universities, UW-Eau Claire, UW-Stout, and CVTC, who are building their portfolios and eager to collaborate.
Once you land on a visual identity that feels right, stick with it. Use the same look across your signage, website, social platforms, packaging, and even your interior space. Consistency builds recognition and trust. Good design doesn’t have to be flashy either. It just needs to be clear, cohesive, and true to who you are.
Find Your Tone of Voice
Your visuals may draw people in, but your voice is what keeps them engaged.
Your brand’s tone of voice is the personality behind the words you use to communicate with customers. Do you want to sound casual and upbeat? Calm and professional? Witty and a little offbeat? Whatever tone fits your business, the key is consistency. The way you speak on your website, in social media posts, over email, or in person should all feel like it’s coming from the same place. A consistent tone makes your business feel familiar and relatable.
If you’re not sure where to start, imagine you’re sitting with a friend at a coffee shop, explaining what your business is all about. What words do you naturally use? How do you describe what makes your business different? That casual, authentic voice is often a great starting point.
Also consider what your tone shouldn’t sound like. If your brand is all about making people feel at home, avoid language that feels stiff or overly formal. On the flip side, if you offer professional services like legal or financial support, your tone can still be friendly, but it should also convey reliability and expertise.
Even the little details—like your voicemail greeting or email signature—should reflect your voice. It’s often those small touches that leave the biggest impression. People connect with brands that feel real. Nailing your voice helps them feel like they know you and want to keep coming back.
Deliver on Your Brand Promise
At the end of the day, your brand isn’t just what you say; it’s what you do.
A catchy tagline or polished website might grab attention, but it’s your day-to-day actions that shape people’s perception of your business. So, if your brand promises top-notch customer service, that should come through in every conversation, every follow-up, every return policy. If you say you’re eco-friendly, your practices should back that up, whether it’s through compostable packaging, local sourcing, or waste reduction.
The follow-through is what earns trust. And in Eau Claire, where people love supporting local and aren’t shy about sharing their experiences, follow-through really matters. Customers will notice if your social media vibe doesn’t match your in-store experience. They’ll remember how quickly you responded to a message, how you made them feel when they walked in, or how you handled an issue.
Behind-the-scenes choices count too. Are you treating your staff with the same care you give your customers? Are your operations aligned with the values your brand promotes? Every decision reflects your brand whether it’s visible or not.
Consistency between your words and actions is what builds loyalty. When people see that your business walks the talk, they’re not just more likely to support you—they’re more likely to recommend you too. And that’s how brands grow, not just through marketing but through genuine, everyday moments.
Remember Customer Experience is Everything
Think of customer experience as your brand in motion. Every interaction—from the first Google search to the final checkout and everything in between—shapes how someone feels about your business.
Are your online listings easy to find? Is your website clear and helpful? Do customers feel welcomed the moment they walk through the door? These touchpoints are opportunities to show people what your brand is all about. Whether you want your business to feel smooth and professional, cozy and personal, or vibrant and fun, those qualities should shine through in every part of the experience. That includes your signage, your emails, your checkout process, how you handle feedback, and even your return policy.
A great experience doesn’t have to be perfect either. It just needs to feel intentional. Small things, like remembering a regular customer’s name or including a handwritten thank-you note, go a long way—specially here in Eau Claire, where people value personal connections and community.
And don’t be afraid to ask how you’re doing. Invite feedback, listen closely, and make changes when needed. When customers feel heard, they feel valued—and that’s something they won’t forget.
Ultimately, people might not always remember exactly what they bought from you, but they’ll remember how you made them feel. If you can deliver a great experience consistently, you’ll create a brand that people trust, talk about, and come back to again and again.
Final Thoughts
Although you can whip together a logo and website fairly quickly these days, building a brand isn’t something you knock out in a weekend. It’s something that grows and evolves along with your business, and it’s okay if you don’t have it all figured out on day one. Start with your story, stay true to your values, and build from there.
And remember, Eau Claire has an incredible network of creatives, small business owners, and community partners who are here to support you from design help and business mentoring to word-of-mouth encouragement. You’ve got the tools. Now, go build a brand that’s great!
Source: Article Cover Illustration by Freepik
About The Author
Kendall Williams
City of Eau Claire Economic Development Division
Kendall’s role is to champion local businesses at every stage of their journey. Whether it’s helping new entrepreneurs find the right location, supporting existing businesses as they grow, managing the City’s loan programs, or providing data to guide smart decisions, she’s all about making Eau Claire a place where businesses can thrive.
