Small businesses often do their branding on an ad hoc basis - naming, marketing collateral, advertising, messaging are often looked at piece by piece.
All this means that your brand doesn’t feel cohesive enough.
How to combat that? Pick up a pen and write down what your brand sounds like, what it looks like, and how you want it to make people feel.
And then follow it up - make sure your staff know exactly what your brand stands for and looks like.