Why is Branding Important? – Why Your Business Needs a Strong Brand

Why is Branding Important? – Why Your Business Needs a Strong Brand

Finding time to work on your own brand is hard, I know.

Here Are Some Reasons Why You Might Not be Working on Your Brand.

  • It’s important but not ‘urgent’. A nice to have, not a must-have. You’re not ready … yet – it can wait.
  • You’re too busy working on your clients’ work – that’s what you do, and that’s more important.
  • You feel like it’s a luxury or an indulgence and fail to understand the importance of branding. So, you don’t put your client’s work down and do something for your own brand.
  • Your brand is OK; it can wait.

The thing is if you don’t ever find the time to work on your website, brand, or whatever it might be, or keep squeezing it in and doing it in a haphazard fashion, you’ve only at best got yourself a business and at worst – bought yourself a job.

Why is Branding Important and How to Find Time to work on it

Over the last 12 months, I’ve been struggling to complete my website. Squeezing it in has been so difficult, and my thoughts have been mostly with my clients, but I realised more and more that if I don’t make time to work ON my business – I’ll be less likely to have a business at all. One of the most common complaints I hear from my clients and colleagues is a lack of time to focus on their branding and marketing. That’s why I wanted to talk about it here.

I have brilliant designer friends who do AMAZING work, one has no website, and the other has an old website – too busy doing client work to spend time working on their own portfolio! I have associates whose brand really doesn’t reflect them – and they know this – and they know that if they had a brand and a website that reflects them better and more clearly depicts what they do – it would help them raise their prices to achieve what they’re really worth. I know so many business owners that are just full up doing what they do – creating, teaching, coaching – changing people’s lives – that they just let their marketing and branding slip by the wayside until they can get around to it.

  • They’d rather be doing ‘what they do’ than marketing on their own stuff.
  • They’re also avoiding it because they’re not too sure where to start.
  • And mostly, they just don’t have time to think about it right now. Maybe next week, or next month.

I get it; I honestly prefer working on my clients’ work rather than marketing my own. The trouble is, without focusing on your own branding, you’re really only as good as your last job or last project. You’re not building equity, and you’re missing out on a whole lot of opportunities.

So how do you put your own work on the to-do list and actually get it done without feeling guilty that you should be working on your clients’ work or just being too darn tired to find the time?

How do you shift your thinking from running your business to building your brand?

The answer is to learn how to build your brand while running your business – integrate it into your weekly pattern of activities because building your brand is part of building your business.

The Importance of Branding and How it Differs from


I think we all want to know we are building something for the future. If you’re always living from client to client – hand to mouth, you’re not building on the work and developing a brand that can one day support you.

There comes a time when you’d like to sit back and reap the rewards from all the hard work you’ve done from your face to face with clients and constantly delivering quality results for them. 

If you can carve out the time now to build your brand, the rewards will pay off in the future.

Running a Business looks like this…

  • Full days just keeping your clients happy, no time to even think about your branding or marketing.
  • Squeezing in new business development, with a haphazard approach to marketing and sales, hustling to get your next contract. Living off word of mouth and hoping that the next client will come along at the right time.
  • Days of endless doing, struggling through the day to day task of keeping up. Living off a to-do list and being relieved when you’ve just got through it – but never really feeling like you’re ahead of it.
  • Keeping people happy. Accepting what comes along because you don’t have the time to think and forward plan to select the kind of clients you’d like to work with.

Building a brand looks like this …

With a bit of time and focus on developing a brand that speaks to your clients, you would understand the importance of branding to a business and instead have yourself and your business in this position…

  • Developing a pipeline and flow of leads that are attracted to your brand, not just to you.
  • Crafting your future. Enjoying your work, knowing you’re building something for the future that will keep you engaged, inspired and making a contribution. Taking the time to rest and step back to assess how your business is supporting you and where it’s taking you.
  • Making the time to plan and foresee the kind of work you’d like and sending out the right type of messages to attract them. Allowing for flow days where you are crafting, shaping and growing your brand.
  • Enjoying your work more as you allow time to let fresh ideas flow for your own business as well as your clients.

Your brand will work for you when you put the time into working on it. That makes branding important to a business.

Read this article about the brand plan to establish your business as a brand.


5 Simple Tips to Give Yourself Some Space to Build Your Own Brand.

  1. Put yourself in the ‘WIP’ list as you would a client. Treat yourself like a client and put yourself first!
  2. Value yourself and your brand as much as you do your clients. 
  3. Think about the future, what a strong brand will mean for you, your family, your lifestyle.
  4. Don’t push things ahead that relate to your own brand or marketing on your to-do list more than twice.
  5. Make it enjoyable, rewarding and fun. Make space and feel good about building your future!

We’re offering a free Strategy Session to kick start the process.

If you’d like some honest and impartial advice on your brand, email us here


It’s time to re-think the way we do business

It’s time to re-think the way we do business

Part of what we do here at ECD is to help business owners RE-THINK their business approach and never has it been so important to consider re-thinking the way you do business right now. As we navigate our way through one of the most challenging times in history, we are being FORCED into doing things differently, and do them QUICKLY, neither of which a lot of us are particularly fond of, or good at. To do things differently, you need to THINK differently – and for some, this comes more easily than others.

WE ARE BEING CHALLENGED …To think quickly and act boldly.
WE ARE BEING ASKED TO THINK … in a way we’ve never been taught how to
WE ARE BEING FORCED to change the way we act and that means we have to SHIFT the way we work.

What used to happen in a MONTH, can quite easily happen in a DAY – and now change is upon us almost HOURLY! We can help you NAVIGATE THE CHANGE that is upon us

If you’re ahead of the game (or up to speed with technology) you’ve probably already set up your lines of digital communication, are ready to work remotely and possibly even planning your digital marketing strategy to keep your business going. Still, many are not – and that’s not surprising, it can be a scary world out there in the digital space if you’re used to working a more traditional environment.

Here’s what we’ve been told to do … Or need to do.

    A lot of us have been told to stay at home. Of course over the past few years there’s been a big shift to working from home – many people are already successfully leading a lifestyle living and working from anywhere. Now there’s a real need for it, but for some, it may not be a walk in the park. Do you know how to set up your business to work from home?
    From large corporations to individual business operators, we’ve all been asked to begin ‘social distancing’. So with less and less time in collective groups, we need to re-think how we COMMUNICATE with each other. We all need to stay in touch one way or another, what’s your plan?
    Of course, we’re in business to make money, and with a massive flow-on effect happening, no-one is immune from the financial fallout heading our way. With so many unpredictable changes being thrown upon us, how do you navigate the changes and make the right decisions? What’s your strategy to market yourself, your business – make money?


We’ve got a few solutions that can help right now


Digital technology is here to stay, but in times of crisis, it has proven to be essential. We can help you explore your options to improve your technology to overcome all three challenges – working remotely, digital marketing and communicating effectively.


The plans we had may not be quite as relevant in the next few months, so it’s super important to stay on top of what your customers need RIGHT NOW. We can help you find those opportunities that might not be immediately apparent to you by exploring new avenues for your business.


Changing the way we think, means thinking outside the square and taking problems head-on. We’ll help you shake up your creative brainpower and tackle your challenges with innovative solutions and strategic thinking.


And of course, building up some resilience is always useful, so making sure you’re set up to manage the ups and downs, both personally and professionally. Everyone could use a bit of a boost right now.

It’s only natural to be worried about the unknown days and weeks and months ahead, and it can be hard trying to figure out our next best steps alone.

That’s why we’re offering a free Strategy Session to help you figure it out!

If you would like to engage in a free Strategy Session email us here

5 ways to approach marketing your brand now

5 ways to approach marketing your brand now

Many people I speak to have been sitting politely on the sidelines, feeling uncomfortable about joining in trying to be respectful by not marketing or make a lot of noise in this time. But in reality, now is the time when your customers need you most.

Businesses are here to help, or at least they should be. I have been hugely grateful for the businesses that have kept going right now – and I want to know that businesses and brands are going to survive this time and keep going so I can continue to enjoy their products and services. So marketing is NOT bad right now, it’s needed, and it’s good – if it’s done mindfully.

5 ways to approach marketing your brand right now
1. Listen and show you are there.

Right now there is a lot of uncertainty around the future, you can start by letting people know you’re there, in whatever capacity you are there. Even if you’re not working in the same way, or to the same level, just by communicating your status and sharing your situation you give comfort and a level of safety and knowledge to your customers. I’d encourage you right now to think about your core customers and remind yourself what valuable service or products you are offering and how much they need you right now.

2. Stay in touch.

No matter how small your ‘LIST’ is, it’s a great time to talk to them – open up the lines of communication and let them know you’re there and that you’re listening to their needs. It’s a great time to strengthen bonds and build loyalty, even by offering small acts of support and kindness. We’re all people doing business with people – and right now we need people who care.

3. Be open
One thing I am enjoying is seeing the true nature of brands and the people carrying on their work at home and doing it naturally and authentically. I’ve seen previous Coles ads and never felt any connection, but when I see Curtis Stone in his own kitchen with a slightly dodgy camera and lighting – I feel much more connected and appreciate and enjoy watching him cook a nice meal. Bottom line – I feel better about Coles!

4. Be real
I enjoy seeing top politicians, professors, actors, artists and businesspeople share their knowledge and skills from their lounge room on their sofa or sitting at their kitchen table – giving us a peek into their lives. We see the reality of who they are without the polish and often pretence that can creep into our delivery and this is true too for brands. We see that we are all human, that we are all here to the best we can and appreciate that no-one or nothing is perfect.

5. You don’t have to be perfect
Sometimes we let that fear of being perfect or polished prevent us from putting messages and communication into the world when in reality, it’s exactly what people want. Now is the perfect time to share your story, deliver your gifts and offer your services. People want them. People need them. And now it’s perfectly acceptable to have a less than perfect delivery! An authentic brand, just like an authentic person, is judged on who you are when no-one is looking. As an authentic brand with nothing to hide, now is the time to open up and share that true authenticity to the world as best you can so people can connect with you more.

If you’d like to learn or find out anything specific about how you can continue to strengthen and build your brand – even through a crisis – please contact us, we’d be delighted to have a conversation with you or answer any questions. We’re here to help you keep your brand strong.

If you would like to engage in a free Strategy Session email us here

If you want to learn more about branding, check out our article about Why is branding important

Importance of Brand Authenticity – Why do Authentic Brands Work?

Importance of Brand Authenticity – Why do Authentic Brands Work?

In my role as a brand consultant and creator, I take particular care and pride in developing authentic brands that are authentic and real. We go to great depths to get to know our clients, their work and offering so we can create a brand that truly aligns with them and ensure brand authenticity.I love to see a client connecting with their new brand and enjoying the success that comes with authentic branding of a business. They feel proud to share it. They enjoy getting it out there and even sales and marketing become more enjoyable – who would have thought!!!

Why is Brand Authenticity Important?

If your brand is not telling the story of who you are and what you do, you’re losing an opportunity for attracting and retaining more of the right type of clients and customers to your business so you’re probably not enjoying the process of trying to get people to understand who you are and what you do. It’s a frustrating feeling when you know your products or services are so much better than your brand portrays.

How an Authentic Brand Works

Authentic branding delivers a true reflection of who you are and what you do which means what your customer’s experience is true, consistent and real.

Authentic Branding Will…………….

… Reflect your true value and attract the right type of people – those that will happily pay what its worth. Whether you’re selling products worth $5 or $50,000, having a brand that reflects their true value is paramount.

… speak in your voice, deliver your real personality and begin a conversation with the people that need you.

… give your customers immediate clarity on what the brand stands for, what the product or service is and whether it’s for them.

… make a stronger connection with your clients by delivering a bigger vision, your values, your story.

… build stronger trust by delivering what you say you will. When you get what you expect, you’re more likely to buy again.

… make your job of marketing and sales easier and more enjoyable. At the heart of any good marketing is authenticity in a business brand!

… help you feel more confident in what and how you’re selling your products or service because it feels right and true and accurate.

… enable you to be yourself every day and do what comes naturally to you – authentic marketing doesn’t involve pretending to be something you’re not.

… help you focus on what you’re good at in your business and allow the brand to speak for itself.

… remove that embarrassing feeling you might get when you have to share a website that just doesn’t look or feel right.

Building Authenticity in a Business Brand Requires………

Building authentic brands requires honesty and clarity – and like any good brand – time. To achieve brand authenticity, you can start by asking your trusted colleagues what words come to mind when they look at your brand – and see if they align with the kind of words you’d be proud of.

If you would like more information or assistance with your Brand we are here to help you with this, email me at  [email protected]

8 Reasons for Rebranding. Why it Might be Time to Rebrand?

8 Reasons for Rebranding. Why it Might be Time to Rebrand?

Embarking on a rebrand is not something you want to do every day, but sometimes it is something that is left on the back burner for too long and not addressed – for various reasons! However, there are specific reasons for rebranding that should seriously make you consider rebranding.

If you’ve got that nagging feeling that maybe it’s time to consider refreshing your brand. I’ve identified eight good reasons that may apply to you. These are situations I find businesses in and they all constitute a valid consideration for a time to rebrand in your business.

It’s probably worth pointing out here that re-addressing your branding may not necessarily mean re-creating your whole identity or changing your brand massively. It may mean you just need to develop your brand, manage it better or be more creative in your approach to activation.


8 Reasons for Rebranding

  1. You’re Managing Growth or Change
  2. You’re Getting Left Behind
  3. You Don’t Like Marketing
  4. You Hate Your Website
  5. You’re Feeling Wishy Washy
  6. Or Feeling Overwhelmed
  7. You Are Ready to Go Pro
  8. Or You’ve Lost Your Way


Hopefully, this is you and your business is thriving and growing so much that your brand needs to keep up! Maybe your business is considering branching out into a new demographic. Or perhaps you’re looking at offering new or better products or services. Make sure your brand 100% reflects your product or service. If you’ve experienced some solid growth, perhaps quickly, it’s important to put time into ensuring your brand keeps up with you. If you’re looking at adding new products or shifting direction, don’t forget to take the time to check in with your brand and make sure it reflects your direction, price and quality. You put a lot of heart and soul into what you do so don’t let your brand hold you back.

Our in-depth Brand Clarity Process will uncover essential insights from your customers or clients as to where your true value lies. You’ll get the information you need to take your next growth steps with confidence.


Today, the rate of change is phenomenal. What is current one year is almost certainly not going to be as relevant 12 months later – or even less. It is critical, therefore, to allow time and space in your business to step back and assess if your brand is staying up to date. That might mean your visual identity, your approach to marketing, your methods and systems or your adoption of new technology.

The Brand Transformation Process ensures a step-by-step analysis of where you are now, where you want to go and introduce you to new approaches that you can adopt at your own pace without getting overwhelmed by taking on too much change at one time!


If you’re one of those people that would rather focus on doing the work more than selling your work, you might be in danger of getting left behind and overtaken by people who have stronger marketing, a louder voice and a stronger brand. When you’re committed to your craft, you might be spending more time DOING your work than PROMOTING it.

Your brand might be letting you down and not showing the world your amazing story, your talent or your ideas. I especially enjoy supporting people in this area because I know – as a creative – what it feels like to just want to get on with doing great work. And it’s the people that are doing the great work that needs to be seen the most. Sometimes it’s the people with the loudest marketing voice that are not doing such great work. That’s not the way it should be.

If you’re one of those people that avoids marketing at all costs, then chances are your brand might be a wee bit neglected. The Brand Transformation Process will help you build confidence in your marketing approach and deliver your business and brand to the people that need you most.


Are you embarrassed and ashamed to send people to your site because it’s letting you down? You might have had it built by a friend of a friend and realise that now it’s less than capable of doing what you need, or maybe it’s letting you down completely.

We get a small window of opportunity to make a mark in the digital world, and if you don’t have a clear-cut message and a professional brand, you most likely and sending your prospective customers away before you get a chance to have your say. The Brand Transformation Process gives you the clarity in your brand to enable you to build a website that depicts you 100%, so you can connect with and convert your ideal client into your brand advocate.


If you’re a little tongue-tied when it comes to delivering your elevator pitch, you’re certainly not alone. I know what it feels like to shudder when that dreaded ‘what do you do’ question comes your way. And it’s not that you’re not good at what you do; it’s just that you’re not clear on how to deliver it at the right time. And a brand is evolving, I get that – but you do need to be able to say something that gets you noticed and remembered by the people that are looking for you. Clarity is the key here – and it’s not something that’s easily found by mulling it around in your head.

Our clarity phase in The Brand Transformation Process will help you nail your brand essence and give you that elusive confidence you’re seeking to get your message out there.


If you’ve been seeking for some time to pull your brand story together and you feel like you’re ripped into pieces trying to be organised and get consistency, step back and see what’s right in front of you. When you have lots of ideas and feel passionate about what you do, it’s easy to try to be all things to all people and end up being nothing to nobody. That’s not a nice place to be. Take the time and pick up the courage to ask for some professional help and you will fast-track and streamline your efforts, so you can get on with what you’re good at.

The Brand Transformation Process allows you to see your business and your brand from a higher perspective, giving you fresh insight, simplified processes and a less stressful day!


Maybe you jumped into business some time ago and put together a brand that got you off the ground but is not taking you any further. Remember to take time to tune in with your brand once your business takes off and re-invest resources into your brand it ensure it reflects your business now. A professionally designed brand will always stand out above one created by an amateur or a friend.

We have tiered The Brand Transformation process to cater for different stages of business development. Any tier will deliver a professional, targeted brand that will up-level you and your business and your team – taking a huge step forward towards your vision.


Maybe your business is going ok, or maybe it’s firing! but you have kind of lost interest in things. If your heart’s not in the business any more, you might just need to rekindle the passion you once had. Or maybe point your brand in a new direction. A rebrand can help.

The Brand Transformation Process will take you back to uncover the spark that lies beneath what you do and help you rekindle it with renewed vigour and direction. Taking a step back and seeing your business with fresh eyes will allow you to re-address the spark that was there when you set up your business and re-engage with your brand again.

If any of these resonate with you, I’d be delighted to discuss your options, they might be simpler than you think!

If you’d like some honest and impartial advice on your brand email us here.

Find out more about brand development from our article about Brand Visual Identity.

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