It’s easy to imagine that Nike and Apple sprang into the world fully-formed, with branding intact. Actually, committing to branding in the early days of a business isn’t necessarily optimal - a new business is like a new baby, it can take a while for its true personality to emerge.
For most businesses, branding evolves over time as entrepreneurs progress through stages like:
Procrastination – Those early days spent “working on a logo”, an understandable avoidance technique as you grapple with the overwhelm of building your foundations.
Naivety – driving your business branding down blind alleys because you haven’t yet worked out the business of your business.
Bungling – Piecing together something functional, clunky, and lacking the finesse that would make you swell with pride.
Clarity – That “aha” moment when you identify your niche, ideal clients, and goals—an essential breakthrough paving the way to a meaningful branding experience.
Refinement – The joy of engaging an expert to craft a cohesive brand that delights, while you focus on what you’re good at: running your business.
Many interior design businesses stall at stage 3 - they can’t see their unique appeal and worry about appearing distinctive in case they scare clients off. However, being vague doesn’t equal keeping their options open, they’re actually missing out on attracting ideal clients by transmitting a richly targeted message.
I recently spoke with Bootcamp graduate Rachel Jones, who has just moved from stage 4 to stage 5 with newfound clarity. Rachel reflects, “The competitor research we did together on Bootcamp was so valuable. It helped me see my strengths and gave me the confidence to move forward with the branding process.”
Having previously commissioned branding without satisfaction, Rachel credits the Bootcamp experience with helping her pinpoint her unique style and value. “This time, I knew exactly what I wanted.”
Armed with this knowledge, Rachel was ready for a fresh start with Natalie Murray of The Edge Brands who she met via a local networking group. She really appreciated Natalie’s structured process. “The brief included colours, styles, my company’s mission, and even questions like, ‘How do I want my clients to feel?’, things I’d never considered.”
Natalie created three mood boards, each showcasing different facets of Rachel’s personality and style. Rachel felt empowered to choose elements that resonated and ready to let go of others. “It wasn’t just a logo,” she explains. “It was a whole identity, from colours to website layouts. Everything felt cohesive and exciting.”
Seeing her brand take shape was an emotional moment for Rachel. “When I saw it all together, I felt so motivated. I couldn’t wait to show it to clients!” This branding isn’t just a new look—it reflects her values, style, and the unique offering she brings.
Rachel’s advice to those considering a rebrand? “Know who you are, who your ideal client is, and what you want to offer.” Branding isn’t about trends; it’s about highlighting the unique value each designer brings to their clients.
Natalie echoes Rachel’s advice “If you are unsure who you are, how can you create a strategic brand that reflects you, your business and your clients? Spend time working on your differences, why you do what you do and researching your clients. Without this information, your brand will fall flat and ultimately not support you in your marketing efforts.
Guest blog written by Julia Begbie from Recipe For A Room
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