Brand Strategy

The antiracist brand strategy consultancy - an introduction!

March 21, 2024
Mint line brushstroke

This is the full story of our rebrand.  Find out how we built our brand identity around our work building systemic change and social justice into brand strategy.

How do you know that it’s time for a rebrand?  For Brand By Me, we decided to rebrand when it became clear to us, to our clients and finally to Collette, our Founder, that people did not know what we did.  They loved our work.  They may even have bought our services.  But they still didn’t know what we were about.  Even our clients didn’t think that our brand reflected who we are

“the visual identity just doesn’t feel as sleek or as professional as the product you're getting”
“Just as I type it into Google, social justice doesn't come up in their name or their tag, it takes quite a while.”
“I guess the website doesn't really reflect their work, it may be there somewhere, but it doesn't kind of necessarily stand out”

And that was the nicest of the stuff we heard.  It was hard to hear but we knew it too.  As a brand strategy agency, it was really important that our brand stood out.  For any company, it’s important.  But if your name has the word BRAND in it, it’s even more vital.  We need our brand to communicate who we are and what we stand for.  And most importantly to communicate our work with brands - the powerful way we embed anti-racism and social justice into brand strategy.  If we want to help organisations and companies drive systemic change, they need to know that we exist, and feel confident that we can help.  

Because at Brand by Me, our focus is unique.  We are an antiracist brand strategy agency.  We are serious about social justice. We believe that brands have a responsibility to the world, to stand for something more than profits and products and to make the world a better place for being part of it.  This is not about empty brand purpose.  But tackling social justice issues in a practical way.  Using their reach and influence to create systemic change each and every day.  Not to look good or because they’re afraid of doing the wrong thing, but because they want to build justice into their brand strategy - so it’s part of who they are and how they show up.

So our new brand had to tell this story.  Simply, succinctly and in a way that stands out.  As Jay Z says, “Allow us to introduce ourselves”:

Our name is Brand By Me. Our name reflects the brilliant and collective way that the best brand strategy happens - the brand comes alive and is shaped by the person leading the strategy.  And the “me” of our name represents that person.   Whether that’s Brand By Collette.  Brand By Sulaiman.  Brand By Ettie.  Brand By Jhannai. Or Brand By YOU.

And our new logo reflects this.  It even has a space for you to fill in your name when you work with us. 

Of course a brand is bigger than a logo.  It’s about who we are.  Someone once described Collette, our Founder, as “the energy that lights up a room”.  And we loved that so much we made it our whole personality and something that every member of team Brand By Me aims to live up to.  We’re hoping you see this through our new look - from our bright green and orange, to the brilliant photos of our team on our website and also our new illustrations and graphics.  This one is probably our favourite.

We’d love to know what you think of our new brand. Collette’s word of 2024 was “TRANSFORMED” and as she’s our founder, we got the memo!  We’re looking forward to showing you more of who we are.  And we can’t wait to share more of our work driving systemic change and tackling social justice issues through brand strategy.

We’ve got some really exciting stuff planned - sign up so we can keep you updated!