When Christopher Doyle started working in branding and design 22 years ago, he quickly learned that branding is at the heart of all business. Now, with ten years of experience at his own agency Christopher Doyle & Co, our guest finds this simple mantra still rings true: brand should be at the core of every decision you make for your business. Having worked with big brands such as Hay and Auto (previously known as Autopilot), Christopher was also a key player in the Dropshipzone rebranding.
Just like changing your wardrobe, sometimes brands feel dated and need to be refreshed. 60 years ago, brand identity was set in stone. There was an emphasis on permanence, and while brands these days have to move with the times (and ever-evolving media), you don’t always need to start from a blank slate. When you look at a successful brand’s identity, they often retain elements from over 60 years ago that are transformed in a way the modern consumer understands.
During the Dropshipzone rebranding process, Christopher and John sat down and workshopped every aspect of the brand. They acted as if they had never seen the brand before, asking questions like who is this for, who needs to use this brand, what target audiences are there, where is the brand going to live, and what we want audiences to think and feel. It’s important not to overlook the small stuff, from the checkout process to email marketing. Materials were ready by November, so it was hard for the Dropshipzone team to stay patient across peak trading season, but the results were worth it.
The bigger the challenge, the more satisfying the win. Though Christopher notes that for him, the most exciting part of the journey is actually being able to talk to the team and get their thoughts, whether on the rebrand directly or on the direction it will take the business.
Whether you’re a small business just starting to establish your brand or a seasoned pro considering a brand refresh, this episode will give you insight into the rebranding process and why it’s important.
Key takeaways:
- Today’s guest Christopher Doyle has worked in brand and design for over 20 years, and established Christopher Doyle & Co in 2012.
- Christopher worked closely with the Dropshipzone team to create a fresh new brand identity. They workshopped questions about the brand as if they’d never seen it before: who is the brand for and how do we want them to feel?
- Branding is the heart of all business, and should be at the core of every business decision you make.
- Brand identity used to be set in stone. These days, media is evolving so fast that brands have to move with the times.
- The key to good branding is consistency: brands like Nike and Apple are constantly reinventing themselves, but they are instantly recognisable thanks to the consistency of their branding, right down to the copywriting.
- Every little thing matters regarding branding, from your checkout processes to your email marketing. That’s why even if you’re a small business or on a tight budget, you can find something to solidify your brand image.
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