Five top tips for branding success

Every business wants to build a brilliantly strong brand, right? We ask the experts how to do it in style

By Ernest Richardson

If you want to build a business, it pays to establish a strong brand. Think of big-hitting companies like McDonald’s, Apple, and John Lewis: they all have a clear, instantly recognisable identity that tells you exactly what they stand for.

    If a painter and decorator turns up to your house in a beaten up van with no signage, you may not trust her to do the best job...  

The same goes for smaller, more local businesses. If a painter and decorator turns up to your house in a beaten up van with no signage, you may not trust her to do the best job of revitalising your interior.

But if she has a smartly painted vehicle and clean overalls, perhaps with some modest branding, you’ll feel instantly at ease.

So it’s well worth investing in your brand. Whatever the size of your business, and no matter how large or small your ambitions, establishing trust in your name is crucial to commercial success.

To help you develop your business brand, here are five expert tips.

1) Establish a strong visual ID

George Atherton, creative partner at New Century Design, says that it’s vital to get the visual identity of your brand nailed from the start.

“Think of movements and sub genres in music. Skinheads wore Doc Martens, pin badges and denim jackets as well as shaving their hair off. Metal fans wear long hair and a wardrobe dominated by black. These visual clues communicate values, beliefs and preferences, and you should do the same with your brand.

“Colour, typography, graphic design and a strong logo are all tools at your disposal. Use them wisely and people will gain a sense of what you stand for, before you’ve told them anything about your business.”

2) Be values-driven and relevant

It’s easy to say, but if you want to underscore your brand’s distinctive identity, you should make sure its values are hardwired into your branding.

    ...if you want to underscore your brand’s distinctive identity, you should make sure its values are hardwired into your branding.  

George Meaden, founder of Squiggle Graphics, says this is about making sure your communications are authentic and trustworthy. Don’t pretend to be premium if you’re actually a low-cost option. Likewise, don’t present like a professional services firm if your approach is more laid back and informal.

“Your brand should reflect your individuality,” says Ms Meaden. “This is about far more than just having an attractive logo. Demonstrate in your visual ID and what you say about the business that you’re set up to meet your customers’ needs. Show people how you’ll solve their problems.”

3) Develop a tone of voice

If the visual presentation of your brand is important, you need to be just as careful about your written communications.

“It’s a smart move to establish a tone of voice for your brand,” says Tim Gibson, a corporate communications specialist who advises Just Recruitment Group Ltd. “It means your words will reflect your business and your messages will be consistent. That also makes it easier for a variety of people within your organisation to write or speak about it, without weakening your brand.

“Don’t stick to these guidelines slavishly, though. There should be enough slack in them that individuals can exercise their creativity. No one wants to put on a straitjacket when sharing the good news about your business.”

4) Use words wisely

If the tone of your communications is important, so too is your precise choice of words.

“I always feel disappointed when a business misspells words, or gets punctuation wrong in its communications,” says Peter Foy, a former business consultant and now director of Just Recruitment. “It creates a poor impression, and could so easily be put right. If you’re unsure how to spell a word, or how to use an apostrophe, look it up on the internet or pay a copywriter to help. That’ll make a huge difference to the public perception of your brand.”

5) Expect to work hard

Establishing a brand can be hard work, but it’s highly rewarding. Jenny Wrightson, who founded Just Recruitment in 1983, says she poured heart and soul into building the company, but it was well worth the effort.

“It’s highly unlikely that anyone will grow a successful brand without being completely dedicated to its success,” she says. “Expect not to go on holiday or work a routine nine to five for some years and you won’t be disappointed. If you live and breathe your company and have a bit of luck, your customers will believe in it, and you’ll see it thrive.

“That’s how you create a brand with an identity all of its own – something you can pass on to future generations, a legacy that’s worthy of your commitment.”

Published: 30 May 2019

© 2019 Just Recruitment Group Ltd

If you enjoyed this article, you may like: The tech time bomb that could floor your business

You may also enjoy: Ten ways for an employer to engage their employees

Jobs currently available

Marketing Executive
Sector: Marketing, Advertising and PR
Salary: £19,000 - £22,000 per annum
Location: Colchester
Role: Full Time
Contract: Permanent
Job ref: 908800
About the role

Are you target-driven and enjoy creating and implementing marketing strategists? 

Are you a people person who enjoys developing relationships? 

Just Recruitment is recruiting for a Marketing Executive on behalf of a company based in Colchester. 

Your duties will include: 

  • Effectively implement subscription marketing plans and renewals to meet the agreed targets. 
  • Develop and agree cost-effective promotional activities, with an agreed expected revenue return. 
  • Use information and systems to prepare pre-activity forecasts, track performance and undertake post-activity evaluation to supply to the Senior Marketing Executive and Marketing and Promotions Manager. 
  • Identify potential problems and propose solutions. 

You will be: 

  • Able to think laterally, to make use of all our marketing channels to leverage subscriptions through promotional content across print and digital, email marketing, social media, exhibitions and much more. 
  • Analytical, and keen to monitor and evaluate the success of marketing initiatives through weekly reporting to feed back to the Senior Marketing Executive. 
  • Detail-orientated and able to take responsibility for the day-to-day management of all campaigns, including setting up promotions, briefing studio, building web pages, setting up media requests for our subscriptions bureau, photography, briefing the warehouse, managing the e-commerce website ensuring all offers are loaded for relevant brands. 
Read more
Sales Administrator
Sector: Public Service and Administration
Salary: Negotiable
Location: Witham
Role: Full Time
Contract: Permanent
Job ref: 908761
About the role

Just Recruitment is recruiting for a well-established manufacturing company based in Witham.

You will have the ambition to succeed and the ability to work on your own initiative with good customer service skills.

Duties include:

  • Following up quotes by phone and email
  • Checking quotes and emails and adjusting prices to win business
  • Prospect calling
  • Booking meetings for the Business Development Managers
  • Warm calls to existing calls
  • Technical queries, quotes and orders
  • Customer service and query answering
  • Incoming calls

Working ideally 9.00am to 5:30pm, Monday to Friday.

20 days holiday per year (3 to be taken over Xmas) + bank holidays.

Read more
QC Technician
Sector: Engineering and Manufacturing
Salary: £15.00 per hour
Location: Sudbury, Suffolk
Role: Full Time
Contract: Temporary
Job ref: 908368
About the role

Calling all QC Technicians

Do you have a degree in chemistry?

Do you have effective communication skills?

Do you have experience and working knowledge in a Chemical and Biological Analytical Technique environment?

Do you have experience in dissolved gas analysis and blood gas analysis?

Just Recruitment is looking to recruit on behalf of a busy company based in the Sudbury (Suffolk) area for a QC Technician on a temporary ongoing basis.


  • QC testing, data collection, analysis, interpretation and reporting.
  • Preparing for customer, regulatory and notified body audits.
  • Quality Related Training.
  • Quality testing related improvement projects and quality initiatives.
  • Understanding of GxP requirements.

Working hours:

Monday to Friday, 7:45am to 4:50pm.


  • Free tea and coffee.
  • On site parking.
  • Weekly pay.
Read more
Machine Operator
Sector: Engineering and Manufacturing
Salary: £8.40 per hour
Location: Haverhill
Role: Full Time
Contract: Temporary
Job ref: 908151
About the role

Just Recruitment is looking for an experienced Machine Operator on behalf of a company based in Haverhill.

Working hours are:

Monday to Friday, 8am until 5pm.

Read more
Operational Support Engineer
Sector: Engineering and Manufacturing
Salary: Dependant on experience
Location: Gillingham, Kent
Role: Full Time
Contract: Permanent
Job ref: 908799
About the role

Just Recruitment is recruiting for an Operational Support Engineer (Automotive) on behalf of a company based in Gillingham, Kent.

Your main duties and responsibilities:

  • Deliver projects and process improvements from concept through to completion.
  • Provide practical problem solving on the process.
  • To support the operation in terms of providing the means and process to manufacture product to the correct quality, volume as well as cost.
  • To actively reduce costs of manufacture (MEIT) whilst maintaining product quality and volume.
  • Support the hourly needs of the operation by monitoring and responding to process output signals such as OA performance, Traffic light charts, FTQ data etc.
  • Monitor daily reject returns, gather data and implement robust fixes.
  • Work closely with operations to ensure production output targets are sustained.
  • Be responsible for ensuring that all equipment used in manufacturing or assembly processes is functioning and in specification.
  • Create operational standard work and line balance, understanding process constraints.
  • Be responsible for ensuring that all gauging equipment used in manufacturing or assembly processes is functioning, working within specification and calibrated.
  • To provide structured problem-solving activity and liaise with internal and/or external individuals on problem resolution.
  • Carry out FMEA process documentation and implement improvements.
  • Ensure that the work environment meets the requirements for environmental, ergonomic, health and safety considerations.

Essential requirements:

  • Hands on experience of CNC machining processes in a manufacturing environment – grinding, turning, milling etc.
  • Ability to work in a structured, organised manner and mindful of standard work – both as applied to the manufacturing process and in the engineers’ approach to workload.
  • Analytical and data literate.
  • Current IT knowledge of MS Word, Excel, PowerPoint, Access, project etc.

Desirable requirements:

  • Ideally (Mechanical) Engineering Degree or ‘time served’ or relevant industry experience in a broad spectrum of activities.
  • Various shifts including day shifts are available.
Read more
Sector: Public Service and Administration
Salary: £18,000 - £20,000 per annum
Location: Colchester
Role: Full Time
Contract: Permanent
Job ref: 908795
About the role

Just Recruitment Group is recruiting for an Administrator on behalf of a company based on the outskirts of Colchester. 

The role will be supporting the Production Manager and their team. This is heavily admin based and requires a driven candidate who can cope under pressure with the ability to prioritise workloads. The role will involve general admin duties alongside account handling and taking a large amount of calls per day. 

You will be: 

  • Organised 
  • Have an excellent telephone manner 
  • Experienced in using Microsoft office (especially Excel) 
  • Outgoing 
  • Keen to learn 
  • Open to any job required

Excellent salary, free parking and company benefits are on offer. 

Read more