Is your brand up to scratch?

Startup Branding and PR

Your brand identity speaks louder than anything in your business. It sums up everything that your business stands for and is a direct window for your potential customers to work out what you do, how you do it and whether your product or service is right for them.

Yes, people do judge a book by its cover—especially when the digital age allows them to research and evaluate before you get the opportunity to even say hello to them.

Your brand identity creates a perception. It reflects a mood, how much you’re going to charge and even whether you’re approachable or not. Not only is the design of your logo important, but so is every other communicating aspect of your business that is client facing.

The perception of a brand

As an example, let’s look at the below skincare company. The ‘Skin Drink’ logo is clean and allows the consumer to easily identify the business and its products. While this is fantastic, what about the overall brand?

Take these 4 x magazine ads. They all have the same information contained on the page – but they all convey completely different messages.

See how you can easily change the perception of your brand by changing the graphical elements? 



Image 1.  Edgy & rough, yet the colours and composition balance it out with style.



Image 2. Arty & free - composed by a relaxed feminine character.



Image 3.  Bright & tropical, creating a fun yet clean image.



Image 4.  Flirty & elegant. Sunny and floral, evoking emotion.

The typical Skin Drink client would be:

- Female aged 21 – 45.

- Enjoy going out / nightlife

- They have an expendable income

- Value looking and feeling great

If you were the brand manager of Skin Drink, what image would you choose?


Helping to choose your ‘image’

Think about your business and how your brand identity sums up what you do and how you do it. Put your best foot forward and reach out to your potential clients. What do they look like? What do they do? What do they need from you? How can you help them?

You don’t need to be a multi-million dollar business to have a great brand. Align your brand with your target market and don’t be afraid to change it up. Logos and designs evolve, just like we do.







Lauren Hutchin

Founder/ business manager at

Throughout Lauren’s sales and marketing career, she quickly learned that marketing was not what you’re taught and definitely not what you thought you knew. She discovered a simple business strategy that enabled fast and organic business growth—without a huge marketing budget. My Marketing Friend is all about being accessible to any start-up or small business. Their cost effective packages allow the opportunity for any business to thrive by passing on secret industry knowledge and experience.

My Marketing Friend

Marketing and communications


Anonymous asks

Comments (1)

Jef Lippiatt

Jef Lippiatt, Owner at Startup Chucktown

Well written and helpful examples.