Frequently Asked Questions
Everything you’ve ever wondered about branding (and a few things you haven’t yet)
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Branding is more than just a logo – it’s the whole vibe of your business. It’s how people recognise you, remember you, and relate to you. Done well, it sets the tone, builds trust, and makes you stand out in a sea of sameness. It’s your business’s personality, reputation, and promise, all rolled into one tidy (and hopefully brilliant) package.
A good branding agency gives you clarity, direction, and the confidence to show up in the right way. We help you get your message straight, your visuals sharp, and your presence consistent. That means your business looks the part, speaks the part, and attracts the right opportunities. Think of us as the sat nav for your brand journey – we help you get there quicker, smarter, and with fewer wrong turns.
Start with the big questions: Who are you? Who are you here for? What makes you different? Then think about your mission, values, tone of voice, and how you want people to feel when they come across your brand. And don’t forget the practical stuff – where you’re showing up, how often, and what resources you’ve got to play with.
It’s not just a pretty picture – here’s how it flows:
Discovery – We get under the skin of your business.
Concepts – Initial ideas take shape (usually with a splash of tea and creativity).
Development – Refining the chosen concept with feedback loops.
Finalisation – We create a full logo suite (colour, mono, reversed etc.) in all the right formats.
Brand Identity – Colours, fonts, image styles and all the guidelines you’ll need to stay consistent.
Through a strong set of brand guidelines and a little discipline. We give you the tools (and templates, if needed) to keep everything looking and sounding aligned – from your Instagram feed to your email footer. And if we’re managing things for you, we’ll keep it tight across the board.
A massive one. People remember stories, not sales pitches. When your brand has a clear narrative – where you came from, what you believe in, who you help – it sticks. It builds trust and emotional connection. Storytelling turns your business into something people want to root for (and buy from).
We look at the shifts – not just in how your brand looks, but in how it’s performing. Are you getting better engagement? Are people recognising and remembering you? Are the right customers finding you? Branding isn’t always a straight line to sales, but it’s a strong foundation that amplifies everything else you do. We’ll help you track the right brand metrics – awareness, sentiment, consistency and perception.
We do – because great brands aren’t set-and-forget. Our Brand Management support is there to keep things consistent, fresh and aligned as your business grows. Here’s what we can cover:
Visual consistency check-ins (making sure things still look sharp and cohesive)
Content and campaign reviews (keeping messaging on-brand)
Design support for new materials (sales decks, social graphics, presentations)
Quarterly strategy sessions (to assess and evolve your brand direction)
Guidance for new team members (so everyone’s singing from the same hymn sheet)
Think of it as your brand’s personal trainer – keeping everything in shape and fit for purpose.
Popular Questions
Design Geekery for Non-designers –What you actually need to know, from file formats, vectors & other faff –explained without the jargon.
Branding is about defining who you are –your values, mission, and identity. Marketing is about promoting that identity to your audience. Think of branding as the foundation and marketing as the strategy to build upon it.
Core elements include:
Name: The identifier of your business.
Logo: A visual symbol representing your brand.
Colour Palette: Colours that reflect your brand's personality.
Typography: Fonts that convey your brand's tone.
Voice and Messaging: The language and tone used in communications.
Imagery: Photos and graphics that align with your brand's look and feel.
Begin by defining your mission, values, and target audience. Develop a unique value proposition that sets you apart. Then, create visual elements like a logo and select colors and fonts that reflect your brand's personality. Ensure consistency across all platforms.
or get a free copy of –branding 3x3 - How to build your brand in simple & relatable steps, written by our Chief Brew Maker, Clare
Brand identity is the collection of all brand elements that a company creates to portray the right image to its consumer. It includes your logo, colour palette, typography, and overall style that distinguishes your brand in the minds of your customers.
Brand identity is how you want your brand to be perceived, while brand image is how your audience actually perceives it. Aligning the two is crucial for brand success.
Yes, a brand strategy provides a clear roadmap for how your brand will meet its goals. It outlines your brand's purpose, values, messaging, and how you communicate with your audience, ensuring consistency and direction.
You wouldn't build a house without foundations so don;t build a brand without a strategy.
A vector file uses mathematical equations to create images, allowing them to be scaled without losing quality. This is essential for logos, which need to look sharp at any size, from stamps to billboards.
It's possible, but not always straightforward. Converting a JPEG to vector requires tracing the image, which can be time-consuming and may not capture all details accurately. It's best to have the original vector file from your designer.
Not always. Print requires high-resolution images in CMYK colour mode, while web uses lower-resolution images in RGB. It's best to create separate files optimised for each medium to ensure quality and colour accuracy.
Vector images are built using mathematical paths—think logos, icons, and illustrations. They can be scaled up or down without losing quality, making them perfect for print. Bitmap (or raster) images are made of pixels—ideal for detailed photos but can become blurry when enlarged.
Digital images are often saved at screen resolution (72 DPI) in RGB color mode, suitable for web use. Print requires higher resolution (300 DPI) and CMYK colour mode. Upscaling a low-res image doesn't add detail—it just magnifies the pixels, leading to a blurry print or as we say 'look like lego'.
For print, use:
PDF: Preserves layout and fonts; widely accepted.
TIFF: High-quality images with lossless compression.
EPS: Ideal for vector graphics like logos or accreditations.
These formats ensure your print materials look sharp and professional.
For web and digital:
JPEG: Great for photos; balances quality and file size.
PNG: Supports transparency; ideal for logos and graphics.
SVG: Scalable vector format; perfect for icons and illustrations.
These formats ensure quick loading times and crisp visuals online.
RGB (Red, Green, Blue) is used for digital screens. CMYK (Cyan, Magenta, Yellow, Black) is used for printing. Colours can look different when converted between these modes, so it's important to design in the correct colour space for your intended medium.
DPI stands for Dots Per Inch. Higher DPI means more detail. For print, 300 DPI is standard to ensure images are sharp and clear. Using lower DPI can result in blurry or pixelated prints.
On screens, images are displayed at lower resolutions, so a low-res logo might look fine. However, printing requires higher resolution. If your logo isn't a vector file, it can appear blurry or pixelated when printed.