Lab Notes Article 15 You don't need a $5,000 branding package to look professional. You need clarity on what actually matters, strategic choices, and relentless consistency. Most small businesses get this backwards--they spend thousands on design and nothing on the thinking that makes design effective. Branding isn't your logo. It isn't your color palette. It isn't your fonts or your website design. Those are expressions of your brand. Your brand is the promise you make, the