What’s in a name? That which we call a rose by any other name would smell as sweet – or would it?
Brand Power – Demonstrated.
It’s not often in the design world that you get to see direct results. Sure – we know our service works! We know that customers choose based on design. We know that a well branded business enables you to be easily recognised and remembered by your target client.
I’ve taken the opportunity to use my own business as a case study for others – to prove it works.
The Old Me
I now shudder when I think about our previous name and branding. “Inkblot Design Studio”, ugh! How wrong it was for the type of business I run, and how wrong for the clients I get!
When your business image doesn’t match your business’ personality – you have a brand problem that needs to be solved.
As a graphic design and branding firm, it felt completely hypocritical for me to feel the way I did about my old branding and name. Particularly when coaching clients through the branding process!
Where is the Passion?
Another thing our old branding lacked was the brilliant passion that shone through the whole customer service experience.
When you aren’t passionate about the image of your business – you aren’t proud either. This has a significant effect on how bold you are in your actions for your business.
A striking business card on thick stock with an embossed logo mark on the front is going to get you going far more than something you printed out at home!
Just Do It
It got to the point that it was a “now or never” scenario. The studio had been alive and kicking for just over a year. It was like it had self-actualised over that year.
Since I was so unsatisfied with the name and branding – why not change it? Why not give the business the vibrancy and passion it deserved? Why not hand some of this energy to our clients, and make them see the quality of the service they were receiving reflected in our branded materials?
I didn’t want to wait any longer… I didn’t want to continue trading with the way I felt.
This is where The Golden Goose Design Studio was born.
The New Me
The Golden Goose was like plastic surgery gone right! From ugly duckling to gorgeous swan (or goose!).
From the decision to change the business name til the launch was less than 2 months. This included a complete name change, new business branding, new business newsletter, blog, website, complete new set of branded business materials and a complete overhaul of everything from business cards to the studio’s terms and conditions.
When I decided to rename and rebrand my business I hadn’t in a million years dreamed of the work that would fall into my lap the following month.
By accurately reflecting my business’ personality in both the name and the branding – I had completely changed people’s perspective of the business and were suddenly landing the better contracts that we were targeting.
Not only had I changed other’s view on the business, but I had also changed mine. It now has the capacity to be the business I always knew it was.
Have you ever renamed or rebranded your business? What affect did it have? Or is it still holding you back?
Leah Klugt, The Golden Goose