Designing Success Across Industries: 5 Custom Branding Case Studies
There are so many things you can invest in. So, why should you invest in custom branding? Is it something you can skip or take a shortcut on? Will it make a difference in your business goals and bottom line? Would that money be better pocketed as profit or turned into potentially more profit later? If you’ve wondered about any of these things as you research your options for custom branding and rebranding, we’re not surprised!
In our 10 years as a boutique brand design and website agency, we’ve seen our clients invest in their brands for a variety of reasons. But, they all have one common goal: growing their long-term bottom line.
Meet five of our clients and learn what motivated them to go all in on their brands (and see the results!) We share the reasons for branding for an event/hospitality brand, a CPA firm, a healthcare clinic, a real estate brokerage, and a florist. All real clients we’ve worked with! We’ll also talk through the various angles on custom branding and the many objections we’ve heard over the years, so keep reading until the end!
5 reasons why our clients invest in custom branding
01. Brand to sell a higher price point, luxury service
The number one reason our clients hire us is because they are in the process of raising prices or breaking into the luxury market.
Are you trying to be selective with your volume and do less work at a higher price point?
Do you want to be competitive at a higher cost and raise your margins?
How your product or service is positioned changes how premium it will be perceived.
When our wedding planner client Ellen Robinson came to us for branding and website design, she already had decades of experience within the luxury market. She had worked on exceptionally large-scale events on the East Coast and was ready, from day one of launching her business, to continue booking at this level. The only issue? Her name wasn’t known outside of fellow vendors and past couples — she had spent her career working under another company’s name. And, now that she was starting her own company, she needed her branding and website to immediately sell the high price point and caliber of services she was already so skilled at.
She was ready to go all in on her brand, and from the first time we spoke with her, she just “got it” on the importance of a strong, custom brand to compete for a premium market.
So, we did just that. With our brand in a day package, we created a brand that screams luxury and fits perfectly alongside her work. I mean, just take a look at her event style alongside the custom monogram and color palette we curated and it just looks like it was meant to go together. Because it was!
Take one look at Ellen’s work and you can see how important it was to align the look and feel of the branding and website to the level of work she was already doing. Her high-end work is now beautifully framed up in an elevated way!
The way you share your work matters. Make sure you’re prioritizing an elevated approach to your products and services with a high-end vibe.
Tip: If you’re competing with lower-priced alternatives, having a brand that looks as high-end as your target price tag is paramount.
02. Brand to break stereotypes and be an industry disruptor
Another reason clients come to us is they want to stand out. They know the value of being perceived as innovative and they want the branding to indicate their out-of-the-box, quality approach.
Are there objections for you to overcome when selling your product or service, so you need something that positions you uniquely?
Does what you offer surpass the industry norm, but right now, it looks like nothing special and what your competitors offer?
Clear branding can convey what makes your offer compelling.
One of our favorite projects was working with Aaron Roberts, an accountant. Accounting gets a bad rap as dull, but we saw it as an opportunity to differentiate Aaron’s unique approach. Aaron came to us with a fresh business model that throws old-school, hourly billing out the window, allowing him to serve as a strategic guide who makes accounting accessible.
Here’s a look at what we created for Aaron. It’s preppy and not what you’d expect for an accountant in the best way possible. It immediately indicates that this accountant is doing something interesting and innovative and catches your interest.
The logo has some hidden meanings:
A reverse arrow in the “R”: Roberts CPA allows small businesses to get back to doing what they love by clearing up the numbers, and helping their clients find success with an upward trajectory.
The broken square in the box: Aaron breaks the typical accounting mold by providing ongoing support, clear communication, and strategic planning, as well as against the norm of hourly-based billing models.
Here’s what Aaron had to say:
“The branding matches the quality service I hope to provide. It also helped refine my approach to business moving forward. It's worth the investment!”
— Aaron Roberts
Tip: If what you sell might be misunderstood or confuse your potential customers, then standing out is even more critical!
03. Brand to infuse the business with personality and stand out from competitors
Another reason clients come to us is that what they do is more than a job to them — what they sell is uniquely theirs to share with the world in some way. It’s something they want to feel proud of and inspired by what they are building daily. But often, their current branding lacks personality and isn’t helping them stand out.
Have you hit a point in business where your brand feels stagnant, so you’re looking to make your business feel fresh and exciting?
Have you purchased an existing business and want to reinvigorate it to reflect your vision?
When you know you need to bring in new customers and an outdated brand isn’t helping draw them in, it’s time for a new approach.
This was the case for our podiatrist client Alison from City Step Podiatry. She had recently bought an existing practice. She and her staff were getting rave reviews about the in-office experience, but the company name, logo, and aesthetic were outdated and didn’t match the fresh energy she brought to her patients. Particularly as she expanded services with innovative therapies and an integrative approach, the brand just wasn’t in step with where she was headed and she knew it would hold the practice back.
We helped select a name and designed a brand that captured the energetic vibe of her practice, and would appeal to both existing patients who had been going to the practice for years as well as new patients who were coming to find solutions for their active and athletic lifestyles.
By working with us on a custom brand, not only did we capture the personality Alison was already creating in the practice, but we layered real meaning to the brand to help her stand out from competitors who were using cliche, generic symbols for their practices.
C —
To make the business name more memorable, we’ve created an iconic ‘C’ icon to represent this Chicago-based, city brand.
Steps —
The steps go up in the shape of a ‘C’, representing helping patients stride toward their goals for an active life.
Skyline —
From the side, the lines look like the silhouettes of skyscrapers, a nod to the convenient urban location.
Tip: Make sure your brand is a vehicle to help you reach future goals and doesn’t take you away from them with something outdated.
04. Brand to increase name recognition and market share
A big reason clients work with us is because they are thinking long-term about where they will take their business and how they will continue to get their name out there in the years to come.
How far set back will you be a year or two from now if you don’t prepare for your future brand growth now?
Is your name as known as it could be within your industry and market?
Success isn’t just short-term and if you’re serious about building your business for the long run it’s important to think about what you can do to make your business more memorable.
When our real estate agent client Heather Spencer came to us, we were so impressed that she wasn't just banking on the credentials or awareness around the current brokerage group that she was a part of. They had branding and a logo already — but she was committed to getting her name out there on another level.
She had the foresight to understand that not only can market conditions change, but that she might have a future opportunity to create her firm. So, she invested in building her brand (and did it very smartly, we might add, by using dual branding with her then firm on her materials while keeping the focus on making sure people knew her name and recommended her).
Now, she has her real estate brokerage, is growing her team, and is continuing to grow the brand equity and brand recognition she was already gaining while at the other firm — because she had the foresight to invest ahead of time in her brand!
We have loved seeing how this client has leveraged her custom branding anywhere and everywhere! Here are just a few places she’s used her branding consistently, which has made her business more memorable. Her consistency in her brand use (not to mention all the amazing real estate deals she closes) makes her a star client!
Ideas for where to use your brand:
Social media graphics
Billboards
Client welcome packets
Brochures
Business cards
Yard signs
Email signatures
Pullovers and apparel
Mugs and coffee tumblers
And more!
Tip: Increase brand memorability by using your brand consistently everywhere you can!
05. Brand to be a design-forward business and attract ideal clients who will pay more for stylish service
Clients also come to us because they realize their love of style and buying patterns. We all have paid more and will likely continue to pay more for a stylish brand. Whether it's the packaging, the actual product, or a sleek-looking service, these are all more high-end offers than their more accessible competitors.
Are you appealing to style-conscious buyers who are used to discerning between what they spend their disposable income on?
Are you in a visually driven industry and need to build a design-forward business? It’s crucial to be competitive.
When our florist client Kim of Swoon Floral Design came to us, she understood that one of her biggest competitive advantages was her sense of color and her design eye. She had beautiful, innovative floral design work, but her current branding and site were clashing with that and didn't work alongside the variety of her creative projects.
Her industry is also really saturated. Profit margins are especially tough right now, with the cost per stem having shot up in recent years, and needing to charge a fee inclusive of labor, materials, and design services makes the landscape even more competitive.
That's why it was so important that for Kim in particular we designed a brand that was design-forward and communicated what a stylish, exclusive service she offers couples.
The brand design shifts the first impression of Kim's work when you land on her website or social media feed. While her work itself was already exceptional it feels different framed up in this way.
Tip: Make sure your product or service itself isn’t just visually appealing but the way you frame it up with your site design, branding, and packaging.
The Transformative Power of Custom Branding
As we've explored in this blog post, our experiences with various clients across different industries have underscored the transformative power of investing in custom branding.
From Ellen Robinson, the seasoned wedding planner who needed to create brand recognition for the caliber of services she was already so skilled at, to Aaron Roberts, the modern accountant changing up industry norms, each client embarked on their branding journey with a clear objective: to carve out a distinctive identity that resonates with their target audience.
Through their stories, we've seen how custom branding can help achieve a range of business goals, whether it's commanding higher prices, challenging stereotypes, infusing personality into a brand, increasing market share, or appealing to a style-conscious audience.
So, if you're weighing the importance of custom branding for your own business, remember that the success stories of our clients demonstrate that custom branding is not merely a superficial endeavor, but a strategic investment in the future growth and sustainability of a business.
Common objections to custom branding
Should I just get a cheap logo from Canva, Etsy, Creative Market, or 99 Designs? Why shouldn’t I get an inexpensive logo?
We meet a lot of business owners who come to us after they have already purchased a premade logo from one of these platforms, and they all say the same thing: It’s not working for them. It's tempting to grab a logo that claims it’s “FREE” or “just $5,” but we often hear it ends up costing our clients much more. They are left with stacks of business cards or even products with a lackluster logo and don’t feel confident in how their business is showing up. By trying to move fast in the short term, they ended up stalling their progress in the long term. Read more in our article all about the myth of cheap logos.
How can I save money on a logo? Can I skip the custom brand and just get a logo?
Our custom branding process always delivers your custom logo design in the context of a complete visual system for your company. This includes an in-depth research process which results in a custom logo and full brand board. We even create a custom site design mockup showing how we recommend your brand look online. At the end, you’ll have a complete visual toolkit, and we’ll even sit down with you to talk site strategy or connect with your developer to make sure you’re all set.
Why does custom branding take too long? How long does a custom logo design take?
Our 4-6 week creative process for our signature custom branding has three stages: research, design, and implementation. We need to take the time to understand your business before we translate it into visuals. Once we understand your business goals, we tailor a design solution to speak directly to your ideal client.
How much of a brand’s success is due to the website and copywriting vs. the branding and the logo? Do you design custom websites and do copywriting too?
Everything flows from brand strategy, including your brand visuals and logo, as well as your website and copywriting. All of these elements work together to communicate with your audience. We offer custom website design to our branding clients, which includes everything from page layouts and content placement to competitor analysis, recommended technical integrations, and SEO. We provide prompts to help you write your own copy and provide recommendations on copywriters if you’d rather go that route. Learn more about our process for custom branding and websites here.
What if I already have a logo? I don’t think it’s as strong as it could be, but I don’t know how to make the decision to start a rebrand.
We recommend listening to your gut AND exploring a few key indicators that it might be time for a change. You’ll want to consider how well your current brand aligns with your future goals. As your business expands, diversifies, or targets new markets, your brand might struggle to keep up. If your current brand image feels disconnected from your aspirations for where you see your company in the future, it might be a sign that it's time for a rebrand. Read more in our article on 2 clear signs it’s time for a rebrand.
Let’s talk custom branding! Book a free consult
Our clients' experiences across various industries underscores the impact of custom branding on business success. From establishing a luxury appeal to challenging industry norms, infusing personality, increasing market share, and attracting ideal clientele, these case studies exemplify the power of strategic branding. Ready to embark on your own custom branding journey?
We want to help you stand out and be remembered with a timeless, custom-crafted brand. We offer multiple phases to support your brand’s growth. After branding, you have the option to continue working with us on your website plan and build, as well as a variety of graphics, templates, signage, and collateral. Book a call with Kathryn to discuss if custom branding is right for your business.