5 Small Business Brands We Love (and Why We Do)

Branding Isn't for Big Business

It's for everyone. Branding isn't some overly complicated thing. It's your voice, your visuals, your fonts, colors, logo, and the experience you offer all in one package. Your branding follows you everywhere you go, from storefront to social media. It's you, and it's a way to be and stay recognized by your customers and potential customers.

Many small businesses think they don't need a brand, but I am going to challenge that thinking. You named your business, didn't you? And when you named it, you probably thought about it for a while. You went through fifty thousand ideas before landing on the name you liked best. That's branding, friend. You started it.

Now we're going to look at some small(er) businesses that have fantastic branding and why we think they're pretty amazing.

Brand 1: Comrad Socks

What They Do:Comrad makes stylish, premium compression socks. Wellness and function, and they made it look pretty cool.

Why We Love It:

• Clear, clever messaging: "Socks with Benefits"? That’s a fun play on words, and very clear. It instantly tells you they’re not just socks.

• Aesthetic that sells: From the soft gradients to the clean layout, everything feels fresh, modern, and intentionally minimal. It looks like wellness with a little glow-up.

• To the point: The site doesn’t waste your time. It gets to the point, telling you what they do, who it's for, why it matters, with a strong CTA up front (call to action).

What You Can Learn: Your visuals should match your value. You don’t need 18 paragraphs of explanation when your headline, design, and tone say it all. Lead with clarity, back it up with confidence.

Brand 2: Cotopaxi

What They Do: Cotopaxi creates ethically made outdoor gear and apparel, with sustainability and social impact at the heart of the brand. Oh yeah, I am a Cotopaxi consumer!

Why We Love It:

• Mission-forward: From the second you land on the page, you know Cotopaxi has a purpose. There's an invitation right at the top asking you to "explore our mission."

• Strong storytelling through visuals: The imagery is aspirational. It invites you into a lifestyle of movement, nature, adventure, and intention. You are getting brought into Cotopaxi's worldview, and it's quite lovely!

• Brand voice with a backbone: Their copy is confident and upbeat. It's action-oriented and makes it clear their mission is still at the forefront.

What You Can Learn: Lead with your values. If your business stands for something, say it loud and make it part of the experience. Customers do buy alignment, identity, and a worldview they want to be a part of.

Brand 3: Bookshop.org

What They Do: Bookshop.org is an online bookstore that supports local, independent bookstores with every purchase.

Why We Love It:

• The mission is in the model: That top stat, “$38,945,113.99 raised for local bookstores”, is impressive and builds trust right away. Their impact is clearly signaled from the start.

• Wholesome and playful visuals: Friendly fonts, charming illustrations, and an experience that feels joyful and fun.

• Values-aligned messaging: “Come Make Friends with the Crayons” is inviting, playful, and ties into the featured book while still feeling on-brand for Bookshop as a whole.

What You Can Learn: Lead with your values, and keep it fun. A serious mission may not need serious branding. If your audience thrives on an experience that makes them smile, lean into it.

Brand 4: Death Wish Coffee

What They Do: Death Wish Coffee makes some seriously strong coffee and builds a brand experience that’s intense, irreverent, and loyal.

Why We Love It:

• A brand with a skull: Everything leans into their identity. You know what you're getting, and it's not a beige morning mug. It's caffeinated rebellion.

• A punchy voice: “Resurrected from the archives” is dramatic, and it fits with their almost gothy vibe. They managed to tell the story of a mug in one sentence.

• Mission and merch are one: They don't just sell coffee, they're selling you a lifestyle. The merchandise, blog, limited drops, etc. are all designed to make their fans feel like part of the coffee cult. This time, it's a good cult.

What You Can Learn: Pick a lane. Floor it. Strong branding may not appeal to everyone. If you know your audience, talk to them. Even if it's irreverent, they'll listen.

What These Brands Have in Common

What does a sock company, a mountain gear brand, a bookstore platform, and a death-metal-esque coffee cult have in common? A lot. If you're a small business, you should take note.

1. They Know Who They Are. None of these brands try to be anyone but themselves. They picked their voice, experience, and a target audience. They commit to their identity, and it shows.

2. The Visuals Match. Cotopaxi's nature shots, Death Wish's battle cry, and Bookshop's dancing crayons all match the messages they are getting across to their audience.

3. The Messaging is Clear. It might be a bit irreverent, heartwarming, mission-driven, or bold. Either way, the copy connects with the audience. It's not what they are selling, but how they are talking about it.

4. They Build Trust. Across every platform and touchpoint, these brands are showing up the same way. They are consistent with visuals, messaging, copy, and the experience they're inviting their audience to have.

5. They Sell More Than a Product. None of these brands sell just coffee, just backpacks (Cotopaxi is awesome. Not sponsored. Seriously, I love Cotopaxi.), just socks, or just books. They are selling a lifestyle, a mission, a belief, or an overall experience. A brand that stands for something makes people want to join in.

If any of these brands got your wheels turning or had you giving your logo the side-eye, then you need a checklist. Download our free Brand Glow-Up Checklist to find out if you're a branded pro, or if your brand needs a bit of a glow-up.