Questions we get asked.

Start with the mood a person’s name gives the brand. It can feel personable, or carry a little heritage. Then ask how much you want to be its face. If your name is on the door, you’d better be comfortable showing up in the social posts.

A rebrand is one of your best marketing opportunities. Make it count. Tell your community how you’re changing and growing for the better, with one simple reason at the centre: serving your clients or customers better. The new brand should be a reflection of that.

Find a writer whose work already has the voice you’re after. Asking someone to write in a completely different way makes everything harder. AI can help identify the DNA of that voice, but it needs good references, clear instructions and plenty of refinement. It’s harder than a prompt.

A camel is a horse designed by committee. Agree on what the brand needs to do for the business, then judge it against that. You don’t all have to share the same taste. You’re making a brand for your customers, not yourselves.

Don’t solve the problem for them. Help them understand what the problem is.

If your website has never brought in business, that doesn’t tell us whether websites work. It may tell us yours hasn’t. Give it a fair shot with a site that reflects how good your business is, then judge what it can do.

Absolutely. It happens all the time. Start with a Venn diagram: what do the audiences have in common, and what’s different? That overlap helps you work out what one brand can hold together, and where a separate brand might make more sense.

People don’t like being tricked. AI imagery can work when you’re open about what it is and it suits your audience. Stock can work beautifully with good curation. But original photography is usually our first choice. Making something harder to replicate often gives it more value.

Start with brand equity: what people already associate with the name. Is that reputation good, bad, or a little complicated? Then ask who you want to keep and who you want to attract. A name change can help you move forward, but it can also leave loyal customers behind. Understand what you’re buying before deciding what to keep.

Telling them is a start. Giving them a reason to believe you’re good at it is the bigger unlock. Share a project, a result, or a little press that shows your experience. A service list tells people what you offer. The stories behind it help them picture what you could do for them.

Absolutely. Clients often come to us thinking about customers, then realize their brand needs to attract talent, too. Pay and benefits matter. So does feeling proud to say, “Look at this place I work for.” A brand can help people see a business they want to be part of. The experience inside needs to live up to it.

Generally, yes. People want to know. See what your competitors share, then ask whether being more open could be an advantage. If pricing is straightforward, show it. If it depends on a dozen things, offer a useful range or explain what changes the cost. You don’t need one neat number to help someone understand what they might spend.

Show the caliber of problems you solve, even when you can’t show the client’s name. An anonymous case study can explain the challenge, your approach, and what changed, within what you’re allowed to share. Industry pages help people recognize themselves, too. A famous client list is one kind of proof. Your experience is another.

We’d usually advise against building the name around a search term. Your business may grow beyond that service or location, and a useful keyword today can become an awkward limitation tomorrow. Let your website explain what you do and where you do it. Give the name room to become something bigger.

Absolutely. Serious doesn’t have to mean humorless. The question is whether the character feels right for your audience and gives them something distinctive to remember. There are plenty of ways to make it appropriate. If everyone else in your industry looks the same, a mascot could be a pretty useful advantage.

Good luck. Okay, a little more help: make the business case. What risk are you trying to reduce? What opportunity could the change open up? Help leadership agree on the outcome you’re after before discussing how it should look. “We need to look prettier” is a much harder thing to get everyone behind.

First, how long has it been? Give yourself enough time and data before blowing everything up. Then look at what else might be getting in the way. The rebrand may have removed one obstacle while pricing, the offer, the website, or the sales process still needs work. Check the whole path before deciding the new identity is the problem.

The legal questions are their own conversation. Creatively, don’t let a copycat take over your day. Keep making your business better. If your brand still feels right, stay focused. If it’s been around a while and you’re ready for something new, that can be an opportunity, too. You led the market once. Maybe it’s time to lead it again.

A tagline is a tool. It can explain what you do, communicate your value, or give people an idea to rally around. It doesn’t have to audition for an advertising award. If it helps someone understand your business better, it’s doing a job. Start there, then decide whether it belongs next to the logo.