Branding is All The Little Things

Recently, I was exploring Substack to see what it could do, and I found something pretty cool.

When you’ve scheduled a post, you’re able to export a graphic version of it (either the whole post or the headline) in a variety of different layouts and designs. This graphic can then be used to promote your article on social media, newsletters, etc.

This kind of thing is exactly what brands should be doing.

Often, when we think of branding, we think of a logo, or perhaps we might even think about a certain set of colours, or a particular product.

But a brand is so much more than that.

A brand is made up of all the little things that people interact with; the small touchpoints throughout your marketing, website, app, product, and more.

Makin’ It Easy

That article export on Substack is a relatively small feature, but it signals to users that the platform they’re investing time and work into actively wants to help them promote their work.

And yes, it’s easy for an author to make the same graphic in something like Canva, but by putting the option directly in the app itself, Substack is reducing one layer of friction authors often face when promoting their work.

It’s a small layer, but it’s a layer nonetheless.

In a world where many brands are out here doing the bare minimum, paying attention to the little things can set you apart from the competition.