Cloud Cartel’s Guide to Branding for Small Business

By | Branding, Design

Small businesses depend on their brands to attract customers and achieve long-term profitability, but many are confused about what a brand is and, more importantly, why they should have one.

It’s clear that being a small business is not a disadvantage when it comes to branding. In fact, many larger companies will deliberately position some of the brands in their portfolio as being “small brands” because of the positive associations that customers have with them. Customers like small brands because of their association with uniqueness, eco-friendliness, and quality, among a range of other things.

What Is A Brand?

Although most entrepreneurs understand the importance of branding, many do not fully grasp what a brand actually is. A brand is more than a logo, a theme or a slogan: it’s a way of communicating the story of your company, one that should contain important information about your values and purpose. Customers want to align themselves with brands that they feel reflect their own values, whatever they happen to be.

Effective branding is a tool for gaining customer loyalty and advocacy. When customers believe in what you’re doing and love your products, they instinctively return for more and share their excitement with the people around them. As a consequence, you gain new customers for free through word-of-mouth.

How To Build A Brand

Brand development can be a complicated process, but by using the following principles, you can get on the road to a fabulous, instantly-recognisable corporate image.

Create A Story

Customers not only want to know what you sell but why you’re selling it. The best brands give customers something that they can believe in, whether it’s a noble purpose, a desire to do something different from the competition or to improve people’s lives.

Be Bold And Follow Your Beliefs

Firms rarely achieve greatness through timidity. Instead, they boldly go out into the world and stand up for what they believe in. Companies that can do this generate an air of authenticity, demanding respect from customers, even those who may not believe in their core mission.

Stop Repeating Yourself

Although repetition can help cement ideas in customers’ heads, it can also get boring. Ideally, you want to create marketing content – especially digital content – which reflects your values but from different angles.

Create Long-Term Relationships With Customers

It’s much easier to retain and sell to an existing customer than it is to find a new one. The longer you keep a customer, the greater the trust, and the more likely they are to advocate your business to other people.

Stop Mimicking The Big Brands

If you’re branding in Perth, then there’s a lot of competition from established companies. Rather than go toe-to-toe with them and mimic their marketing approaches, do something different. Customers are looking for companies that can stand on their own as unique offerings, giving them something that they want. Independent brands often seem more authentic and bespoke than those of the larger chains.

The future of branding is personal and authentic. As customers become more savvy, branding needs to mature.


Simple Steps to a Successful Brand Building Process

By | Branding

There is one major thing that your company owns that makes you lovable – your brand. As a new company on the market, you need to be able to carve out a brand image and reputation that people are going to want to buy from. Whether you offer a product on the shelf or a service you can provide, people prefer to buy products from brands that are familiar.

How do you get familiar? You build a brand.

A brand is not just a logo or a set of snazzy colours. You’re already in an uphill race by being a small business in a big ocean of large businesses. You’re going to be in competition with everyone from day one because these larger companies already have their names set, their customers loyalty and a marketing budget that’s bigger than yours. You need to be different; standing out from the crowd is your new job. Building your brand isn’t going to be an overnight process, not when building it up can take months – depending on how tenacious your marketing team is, of course! Your customer’s perception of your business is going to define your brand, so the real question that you need to ask yourself is this:

How on earth do I get started?

Well, you’re in luck. Below, you’re going to find some steps to building the best brand you’ve ever imagined. Good luck!

The Who

Not just a band, you need to know who you are aiming your product towards. You cannot build a wall without a location of where to get started, right? Your brand needs a starting point, and your starting point is who your target audience is. You can’t be everything to everyone, but you can know who you can be everything to. Always keep your brand message tailored to exactly who you are trying to reach. Create a brand that they can relate to, and you’ll be successful!

The Why

You need a mission statement; a written exclamation about what you are passionate about and make that your reason for pushing your brand. You can’t build your brand without letting people know what you are about, and your mission statement defines this about you. Your entire visual brand should also reflect what your mission statement is.

The What

So, you know you’re starting as a small fish in a big pond, and you’re going to have a lot of competition out there. Imitation may be the sincerest form of flattery, but that doesn’t mean that you should ever imitate exactly what the big brands in your industry are doing. The whole idea of building a trusted brand is to differentiate from the competition and convince the customer base you are targeting to choose you over them. This means research!

Look into what the competition are doing and instead of copying the ideas, beat them out. You have the chance to really create an effective brand name, and you can then work out how you look better to your customers over them.

The How

Next, you need to figure out how you’re going to look better than the rest. You’ve done the research, you know your audience and you have your mission. You now need to outline all your qualities and benefits that you offer over the other competition out there. The way to show them what they are missing out on is to show them how you plan to win their business and then retain it afterwards, too. This doesn’t mean just listing all your features on your products, it means showing customers how you plan to provide an improvement. Customers buy products based on solutions to their problem; if you can show them that your solution is better than the other brands, you’ll win the business.

The Where

Your brand needs a website, a logo and a tagline. These three things together are what is going to set you apart from the rest, and visuals of your brand are vital for success. Your logo will appear on everything, and if you want people to know who you are, you need it to be easy to interpret. Invest your money here, because once you pay a good brand development company for their service, you’re going to see the difference.


Building your brand doesn’t have to be as hard as you think. All you need to do is follow the steps and you will be able to enjoy customer loyalty and company growth that you didn’t anticipate.

The Fundamentals – Creating The Perfect Brand Strategy

By | Branding

Planning is a given when it comes to starting up a business, but far too many people overlook just how crucial it is to have a brand strategy to accompany your business. It’s one of the most technical and challenging aspects to overcome, but it’s also one of the most important because it helps to define your brand, it gives your company a personality and it maps the road for the future of your growth.

Your brand’s identity is no doubt one of the most crucial components in your success, and it’s often described with a few components:

Your Mission – Without a mission, your company lacks a purpose that your audience can identify with. What do you intend to deliver? What do you want your audience to experience? These are the sorts of questions to ask when looking for your mission.

Being Consistent – A consistent business is one that sticks in the minds of consumers. If you’re not being a consistent business, then you’re not going to last and you’ll be outlived by your competitors.

Your Message – In addition to having a mission, you also need to give a message. Your message needs to connect with your audience and create an emotional connection so that your audience is more likely to go with your brand than another.

These four fundamentals will help you create the perfect branding strategy. With these points in mind, we can then move on to the next steps.

The importance of branding

Creating a strong brand is vital to help secure more customers. It’s the centre of attention and your business will flaunt it whenever promotions and marketing are involved. It will be the cumulation of all your research into your consumers as well as defining your own company, and eventually becomes the image that you want to portray to your audience.

Focusing on the right audience

A vital component in creating your brand strategy is focusing on the right audience. This is one of the basics of developing a brand strategy, but also a foundation of your business that needs to be determined early on. With this in mind, you can focus your resources and time on appealing to an audience that is more likely to convert into sales.

Determining your goals

Another important thing to keep in mind is your goals. Your brand strategy needs to consist of a number of different components, but they should all work towards your overall goal. What is it that you want to do with your company? How do you want to appear to your audience? And what kind of narrative do you want to set for your audience?

Realising your purpose

Throughout the process of creating a branding strategy, you’ll start to discover the kind of identity that you want to portray to your audience. You’ll realise that everything from the packaging materials you use to the appearance of your advertisements will speak volume about your purpose, and this will help you align our business goals and help create the ideal branding strategy.

Branding Basics: How to Create a Catchy Slogan for your Brand

By | Branding

We all know the phrases Redbull gives you wings, Nike’s Just Do It,  or M&M’s Melts in your mouth, not in your hands right? But what is it about these brands that make it so easy to recall? And more importantly how can you create something just as memorable for your own brand?

Your brand’s slogan is in many ways like a mini mission statement. It plays a part in defining your business and in some ways reflects your personality. Together with the visual representation of your logo, it’s what grabs a consumer’s attention and shapes your brand identity.

In order for your slogan to be memorable it needs to be meaningful. And after seeing or hearing it a few times, it will naturally reinforce recognition of your brand and stick in your customer’s mind.

Easy said than done right? Being creative isn’t everyone’s cup of tea, which is where we come in of course, but if you do want to get your creative juices flowing – here are some handy thought starters when developing the perfect slogan for your brand.

Keep it short and simple

Be catchy but don’t over complicate things. Saying everything you want in a few words is harder than you think, but the shorter your slogan the better it will sound, and it will ultimately be easier to remember. Take a look at some of the most popular slogans and you’ll see none are more than 10 words long.   

Differentiate yourself

What makes you stand out from your competitors? There’s no point saying something your competition can also back up. What is it about you that sets you apart?

Be positive

There’s no room for negative Nancy in your slogan, so keep the language upbeat to inject a good feeling about you. Remember your slogan will reflect your brand, so if you start off on a negative note what does that say about you?

Tug on the emotions

People become emotionally attached to products and it’s their emotions that will drive their desire for your brand. Keep the focus of your slogan on your audience and the benefits to them not your company. It will create a stronger brand association and consumers will be able to resonate with your brand more.

Timeless trumps trends

What’s popular now may not be in a year’s time, so while it may be tempting to choose language that is current, it’s not likely to be as effective over time. It goes back to the point about keeping it simple. It’s what the best brands do, and it’s why their slogans have stood the test of time.

To top it off, make sure your slogan represents your target audience and complements the rest of your branding, most importantly your logo.

Regardless of your industry or how big your business is, every brand can benefit from a catchy slogan.



Ready to start brainstorming ideas for your brand slogan? Let the creative time at Cloud Cartel give you a hand. Get in touch today for a free consultation.

Time for a Refresh? Why you Should Update your Logo Design

By | Branding

Is your brand feeling a little stale? Getting tired of your look? Not attracting much attention? Then it might be time to consider a brand refresh.

Just like you would update your own look to stay on trend, so too should you maintain the look of your brand. One easy and impactful way to do this – without diving head first into a complete brand overhaul, is to review your logo design.

Your logo is the face of your business, it’s what gives a consumer instant recognition of who you are, and a glimpse into what you’re about. If you were to look at your logo right now what kind of impression do you think it gives? Is it sexy enough to attract attention from potential customers, and to maintain a sense of connection with your existing customer base? If you’re unsure, here are 5 signs your logo is in need of a facelift.

Your logo is out of touch

How long ago was it since you first had your logo designed? It may have looked cool once upon a time, but if it’s been a while or if it’s never been designed professionally, then your logo is showing its age. Little tweaks and adjustments to your existing logo can bring it back to life and make it current again.

Take Coca-Cola for example. As iconic and recognisable as the brand is, the Coca-Cola logo has evolved since it was originally developed in 1886, to keep it modern and in line with the company’s marketing campaigns. The essence of the logo has remained the same throughout its time (except for a bizarre swirly redesign in 1890), which goes to show you don’t have to make drastic changes to your logo in order to stay relevant.

Your logo doesn’t represent where your brand is now

Has your business evolved? Do you find yourself talking to new audiences or your personality shifting? Your logo is an important aspect of your brand identity, as it helps convey who you are. So if it’s not all gelling together you should definitely get a professional designer to zero in on your logo design.

Is your logo too complex?

It’s the simplest of logos that tend to be the most effective. If your logo is confusing to understand (remember most of us are visual people), and it’s full of different elements that just don’t seem to make any sense, scale it back. Get to the core of the nature of your business and make sure your logo reflects this. These days designers are placing more emphasis on how logos appear online, on apps and smartphones, which is why simplicity is key.

How does your logo fare across different platforms?

No doubt the way you market and advertise your business has changed over time. You’re probably investing more in digital marketing and finding new ways to attract and retain customers. Underpinning all of this is the use of your logo and how it looks across varying platforms.

If your logo was designed some time ago, it’s highly likely it didn’t take into account the various ways you may be applying it now. A logo redesign can take all of this into consideration and enhance the look of your logo for maximum appeal.

Are you competing with new players in the market?

Sometimes all it takes is a fresh new competitor to come in, rustle some feathers and make you look second rate. If that’s the case you need to step up your game and show them whose boss. A simple refresh can make you look good as new and create a lasting impression.

Whether it’s a minor logo refresh or a complete redesign, updating your logo is key to lifting brand awareness and staying relevant with today’s modern market. And if designed professionally, your logo will prove to have a longer shelf life than the time before.

Want us to throw some ideas around for your logo redesign? Get in touch with our team who can design a logo that works for you.


brand identity

Developing your brand identity: 5 tips for designing the perfect logo

By | Branding

A brand is more than just your logo, but let’s not discount it as a cleverly designed logo is essential to creating a strong brand identity for your business.

Everyday we’re exposed to an infinite number of logos that are subconsciously creating positive or negative associations in our mind about the brand. You literally only have a couple of seconds to capture someone’s attention with your logo. And it’s generally the first thing consumers will see or hear about you, which is why you shouldn’t gloss over logo design as part of your brand development.

When it comes to starting out your business and designing a logo, or rebranding an existing logo, here are 5 key things you should chat about with your design team that will help create a lasting logo for your brand.

Strive for simplicity

Simplicity is key to creating an effective logo, and you’ll notice the most iconic and recognisable logos out there are clean and simple. Think Nike, Coca-Cola and Apple. Logos that are stripped back are easily recognisable, which in turn sticks in your mind. Having a simple logo also creates flexibility when you start applying it across various platforms and applications.

Be different

Having a logo that is unique from what you would typically expect within your industry will make your brand stand out against your competition. Your logo doesn’t need to explain what you do (so forego overused icons that don’t really add much pizzazz), it just needs to capture attention and be memorable (but also relevant at the same time). Why follow the sheep when you can lead the pack?

Withstand the ages

Create a logo that is timeless. Just because something is ‘all the hype’ right now doesn’t mean you should make it part of your logo. You don’t want a logo that will look out-dated in a few years’ time, otherwise you’ll forever be refreshing your logo design. The best logos haven’t really changed much over time – which comes back to simplicity, and if designed correctly, neither should yours.

Having a logo that is unique from what you would typically expect within your industry will make your brand stand out against your competition.

Make it adaptable

Think about all the different touch points your logo will be used across print, online and outdoor. Understanding how you intend to use your logo and how it will appear in mono, one colour, reversed out or enlarged will all guide the overall design.

Keep it relevant

This comes down to your target audience. You want a logo that is going to attract the type of customers you’re after, so it makes obvious sense to design a logo that will resonate with them. Are you a serious or fun brand – and how do you project that brand personality into your logo design? Your logo colour can say a lot about you, and this is where choice of colours and font types are a critical consideration in brand development.

Want a professionally designed logo to make your new business stand out from the crowd? Contact the guys who know all about creating great brands.

How to Develop an Effective Brand Strategy for Your Business

By | Branding

Creating an effective brand strategy is one of the most important things a business can do. A strong brand promotes recognition, builds trust with the consumer, and ultimately drives long-term success. It also differentiates you from the competition, helping you to stand out in your industry.

No matter how great your product or service is, it won’t sell without brand awareness – people need to know that you exist, and that will take more than an eye-catching logo. You’ll need to create a brand strategy backed by research and monitor your results with the help of a local brand agency.

Assess Your Situation

The first step to any marketing strategy is to conduct a situation analysis. Before you design a logo, pick a colour scheme, or come up with a catchy slogan, you’ll need to have a clear understand the following things about your business.

  • Mission: What are the goals of your business? Why did it start? You should be able to sum up your brand mission in one sentence.
  • Audience: Who are your current customers? Who are your ideal customers? Create brand personas to guide your brand strategy.
  • Tone of Voice: Like people, brands have personalities. If your brand was a person, what words would you use to describe them? Active, laid-back, happy, or serious? Deciding on a tonality strengthens your brand identity and shapes the way consumers feel about you.
  • Competition: Understanding your competitors can help you identify your unique selling proposition (USP). What does your business offer that the others don’t?

Create a Consistent Brand Identity

One of the keys to successful brand development is consistency. If you want to create brand awareness that sticks with customers, it needs to be easily recognizable.

Your design choices should be consistent across the board to create a solid brand identity – the logo, website, product packaging, and any other aspects of your business should be visually similar to create familiarity with your customers. A consistent design also helps improve your brand’s credibility – people trust a business that appears professional.

Consult a Brand Agency

Once you’ve developed a brand strategy, how do you know if that strategy is effective? If you need help with branding in Perth, consulting a brand agency can give you a new perspective on your brand development process.

In addition to coming up with creative executions, an agency can monitor your brand awareness, consumer impressions, clicks, and conversions by using performance tracking analytics tools. If your brand isn’t performing as well as you’d like, the agency can help you revise your strategy.

Before you go looking for help with branding in Perth, make sure you have a good idea of what you want out of your brand agency. Know your budget, look through creative portfolios to see if they can give you the look that you want, and choose an agency that you have a natural chemistry with.

The Key to Long-Term Success

Brand development isn’t a way to increase sales overnight – it’s about shaping the way customers perceive your business and building lasting brand loyalty. The goal of a brand development is to build a relationship with consumers so that when they see your logo, they instantly know who you are and the values you stand for.

Get Chunky Graphic

How the cookie got its crunch: The power of a strong brand identity

By | Branding, Cartel Related, Design

If you’re a small business owner you may think branding is only for big businesses with big budgets. Wrong. A strong brand identity can make your business (big or small) stand out and create a unique impression on all who lay eyes on you.

Why bother with brand development?

You care about the reputation of your business right? Branding is all about the impression you create. It’s what you stand for and what makes you so special from the competition. Through your brand, people establish an emotional connection. The way you look, the way you sound in person and in your marketing, what people say about you – good or bad, these things all play a part in how effective your branding is.

Brand building blocks

A strong visual identity is the backbone to your brand. Many small businesses have mediocre logos and don’t spend time creating the face of their business. If you get your logo right you’re well on your way, but brand development isn’t just about your logo. Yes, pretty visuals will attract attention, but you also need a strong brand voice to complement it. What is your persona and what kind of messages will you communicate? Once you’ve clearly defined your brand you can apply your values across all your business touch points. The result – a picture perfect brand identity that will help your business grow.

Get Chunky Logo

Brand Spotlight – Get Chunky

At Cloud Cartel, we’ve helped countless of small businesses launch successful brands, none more so than Perth’s most delectable New York style cookie joint – Get Chunky.

Within less than 6 months, this home based cookie company went from selling their product at a small market stall at Fremantle Markets, to recently opening a store in Mt Lawley, including a pop up cookie cart at Westfield Whitford City. The secret to their success and foodie media frenzy? It all began with a big idea that came alive through carefully crafted branding.

Following extensive market research, we went about establishing the brand positioning, personality, all of the creative elements and messaging to tell the Get Chunky story in its own unique way.

With a strong brand identity in place, Get Chunky was launched via social media at Freo markets and became such a hit they were selling out within 2 hours. Fast forward to their new permanent home in Mt Lawley – business is booming and brand awareness is at an all time high.

To find out more about the Get Chunky brand story and how brand development can benefit your business, give the brand gurus at Cloud Cartel a hola!

Where Get Chunky was featured:

Sounds interesting, huh? Let’s get started! Give us a Hola!

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