Should we let brand guidelines restrict our creativity?

Mooch Creative and You Do Better PR Agency do not think so, which is why they have recently teamed up to redefine the marketplace. This is because You Do Better has a distinctive way of working, not only does their pay-as-you-go model disrupt the usual ways of working within Public Relations (as most PR Agencies work only on retainer) it also redefines brand boundaries and Mooch are keen to offer this flexibility to their creative clients.

What are brand guidelines?

When it comes to brand, most organisations want to define colourways, fonts and produce brand guidelines to ensure measures are taken to safeguard their definitions of the brand. Brand guidelines are how this is typically done, offering a set of rules a business implements for how it presents itself to the public, including its colours, fonts, voice, and design. Having consistent branding is the norm to help ensure that customers have the same experiences when interacting with the business.

It seems obscure, therefore, that You Do Better does the opposite. Ruby, Owner and Director of the disruptive local agency, has 4 logos in use at the moment - with a few more to come in 2023, because who says that consistent branding has to be restrictive.

You Do Better has various logos depending on the creative project that is being worked on, used interchangeably depending on the situation. Ruby understands that it isn't the usual way of doing things - this is the point! The aim here is to change things up and keep the style fresh whilst also actually showcasing the creative elements and offerings that are provided to clients. This is why it is such an exciting prospect for Mooch Creative to get on board with.

The combined experience of both agencies helps to generate fresh and exciting ideas and, if we don't allow ourselves to be constrained by the industry norms, each new trend brings additional opportunity to really push the creative boundaries for our clients. Branding is the opportunity to express the personality and goals of your business, so the more scope there is to do this, the better! Consistent brand usage does, of course, help people to trust and build relationships with your business - sometimes even subconsciously. The more assets that you have as part of your brand identity, the more opportunity you have to do this.

Let's break it down, does this approach work?

Ruby says: as for setting your brand apart - our way of working does set our brand apart from the others, doesn't it? There is no marketing law - simply guidelines - so why not mix it up? I argue that our approach does make us stand out. I can understand how there could be confusion if a business was to rebrand all the time, as it would be confusing. And yet we've not changed our name, urls, accounts, services or ways of working. Just a logo or two. There are many companies who have inverted colour logos, or transparent ones - I just take this to the next level and, through this partnership with Mooch, look forward to helping other businesses do the same!

Customer retention is an issue for every business and some clients of ours have come and gone, it's the nature of the work and also the pay-as-you-go model encourages an easy exit for those who want to leave, or whose project is over (and we also have revolving doors for those who want to come back too) but none have said they're going because our logo changed - our customers want the unique service that You Do Better provides and our range of logos is our own way of embodying this difference. I find more of an issue with organisations not putting their contact details or ways to pay for items front and centre on their websites, than I do with a logo change.

Simply put a logo, whilst important, is only a small part of a brand. We always say a brand is like a person: the logo is your face but the brand is how you dress, how you talk, how you behave... these things often resonate more with customers than a logo which is why we build fully-rounded brands.

So what exactly are we saying here - is one logo better than many? This can depend on your situation and the guidelines your brand has, but in a creative agency there can be great opportunities if you just step slightly outside the norm rather than tie your hands to a small brand asset pool. After all, isn't this difference why customers work with an agency in the first place?

To stand out from the crowd and find out more about brand, contact Mooch directly.