Brand & Identity

Research, then positioning, then the logo. In that order.

Usually 4 to 6 weeks

In plain words

A brand is what people say about you when you are not in the room. Identity is the part you design: name, logo, colours, type and voice. We design it last, after we know who it is for and what it promises.

What it looks like

Clearby started as a cleaning business with no name and a clear rule: same standard, every visit. We named it, drew a mark with one red dot for the detail that shows somebody cared, and wrote a guide so every van, uniform and invoice says the same thing.

What you get

Customer personas from interviews and your data
Positioning: who you are for and what you promise, in one sentence
Naming when needed, checked against trademarks, domains and handles
Logo, colour, type and voice
A brand guide your team and suppliers can follow

The words, explained

What a persona is

A persona is a short, specific description of one type of customer: what they need, what worries them, what makes them say yes. Not a demographic, a person you could recognise.

For example"Women 30 to 45" is a demographic. "Sarah, two kids, works Saturdays, books the cleaner from her phone at 10pm and needs to trust a stranger with her house key" is a persona. Only the second tells you what to put on the website.

Every word on your website is written for someone real.

What positioning means

Positioning is the one sentence that says who you are for, what you promise and why you instead of the business down the road. Every later decision is checked against it.

For exampleA mortgage broker positioned as "the mate who actually knows property" stopped competing on rates and started being recommended at barbecues.

Your price, your website and your team all tell the same story.

What a brand guide is for

A brand guide is the rulebook: which logo goes where, the exact colours, the fonts, how you write. It lets anyone produce something that looks like you without asking.

For exampleThe signwriter, the uniform supplier and the person who makes your Instagram posts all work from the same PDF. Nothing comes back in the wrong green.

The brand survives without us, and without you checking everything.

Next: Social Identity

Your brand, set up where customers already scroll