Your brand image or brand identity is often the very first thing prospective customers notice – and in that short window of opportunity, it has to communicate everything about your business.

As customers, the choices we make about which brands to engage with are so intricately woven with the image they project.

Branding is so much more than just a logo; a logo is really just a symbol, a font, or a combination of both.  A brand identity is about the entire visual style of all your marketing and communication collateral.

It’s your use of colour, imagery, wording. In both print and digital. It’s the look of your vehicles and signage. Your website and social media presence. Your latest brochure. It’s all these elements, implemented consistently.

Above all, it’s about reflecting your company’s values, your ethos and your mission – while making it crystal clear who you are, what you do and who you do it for.

Get any of these elements wrong, and your business can quickly look outdated, messy, inconsistent and irrelevant – sometimes, without you even realising it. After all, if you’ve managed with it so far, you might feel you don’t need to change a thing.

We live in an increasingly competitive marketplace, where new and exciting brands are emerging all the time, and when customers compare two brands like-for-like, it’s unlikely they’ll choose the one that looks tired and outdated – because that doesn’t say great things about a business or a product.

Branding is a really important tool in the sales process, too - customers need to see or engage with a brand six or seven times before they’re ready to ‘buy in’, so if your identity is inconsistent (or non-existent, in some cases) then it becomes unrecognisable and unnoticed.

So is it time to breathe fresh life into your brand? Let’s take a look at the four biggest signs your brand could definitely benefit from an update.



With so much competition, it’s hard to cut through the noise. That’s why your branding has to stand out – and that doesn’t necessarily mean using the brightest colours and boldest fonts – it’s more about creating a clear perception of who you are, and why you’re different.



As a designer, I come across confusing and inconsistent branding all the time. Accountancy firms that look like burger joints, pioneering food brands that look like a firm of solicitors – the list is endless. It’s so important that your brand identity fits consistently into your sector, and also stands out.



A brand update or rebrand is about increasing marketing reach and winning new customers. A well-executed update can give fresh impetus to all your communications, which in turn can lead to an increase in enquires or sales.



We just won a new client, and the business owner showed me some work done by a couple of other companies claiming to be ‘brand designers’. The concepts didn’t in any way reflect who they were, what they did or who they did it for - in fact, they looked like they were designed for a company in a completely different sector. Reflecting your service, and your demographics, is crucial.


So where to start? Before you can pinpoint which direction to go with your branding, you need to nail your positioning.

That means defining your position in the market, your mission, brand values or qualities, your target customers, your competitors, and what makes you unique. Lots of companies are confused about their brand positioning, so most of our clients come to us for the whole package - brand positioning, brand identity and implementation.

Does an update mean completely changing the look and feel of your brand? Sometimes, but not always. Believe it or not, it may not even involve changing your logo. When we look at some of the best examples of companies who have improved their brand, they often go under the radar – no fuss, no big announcement; they just work.

How can we help you bring out the best in your brand?


Let’s have a chat

This blog post and its content © Carl Jones Design Ltd 2019

We are a branding consultancy. We combine clear thinking, brand strategy and design – to create memorable brand identities

Carl Jones Design is an experienced, business-minded branding consultancy established over 15 years ago in 2003. We specialise in strategy-led brand consultancy and design – including brand strategy, brand positioning, brand design, brand implementation, brochure design, packaging design, websites and digital marketing.

From our contemporary design studio near Shrewsbury in Shropshire, we bring together over 50 years of combined consulting and creative experience to create compelling brands for a diverse range of sectors, working with local, national and international clients.

We believe great design is about so much more than just aesthetics; it’s about setting objectives, understanding your audience, reflecting clear values, shaping perceptions – and building recognition & awareness.

At Carl Jones Design, we work in close partnership with our clients to understand their values, their challenges and their objectives, fusing our creative expertise with a strong focus on strategy and sharp commercial awareness to build inspiring brand personas. 

Our clients are at the heart of everything we do – our goal is to bring brands to life and empower businesses and organisations to successfully compete in their marketplace. It's about defining who you are, what you do & who you do it for.

A world class website for a global business

Branding Case Study – OMNETRIC, a Siemens Company

Growth through connecting family values

Branding Case Study – CBSL Accountants

Who are you? What do you do? Who do you do it for?

To be successful you need to be positioned correctly in the context of your marketplace. What are your brand qualities, your mission statement & your aims and goals?

What is brand design?

Brand design is a tool for improving business effectiveness. It can help organisations to stand out from their competition, thereby winning more customers and improving profit. 

It’s that simple.

Going the extra mile aided new business wins that helped grow the workforce by 50%

Branding Case Study – MI Vehicle Integration

Brand storytelling

All brands need an authentic story, something that connects with people. We can help to tell that story. And we use and build on it to create successful strategy and design.

Find out more about Carl & Clare, our founders & directors

From North Wales to Lancashire Polytechnic, then London and back to Shropshire

Want to have a meeting or a chat?

Get in touch to arrange an initial complimentary consultation with no obligation — at a location and time to suit you.

Creating the extraordinary

Each brand identity or logo that we design is crafted and created with attention to detail. The same applies to brochures, packaging and websites.

Do you want to know more about Carl Jones Design?

Founded over 15 years ago and based in the beautiful Shropshire countryside, we have clients throughout the UK and in Europe


Here is flavour of some of our work

Carl’s blog?

From Obsessive Compulsive Designer, a client’s wife hating the colour pink, creating the Tesco logo to where he finds his inspiration – some occassional musings from our Founder and Creative Director, Carl. 

Benefit from our experience

We believe that our combined wealth of experience of working in London agencies, on leading brands across a whole range of sectors, is highly applicable and valuable to all types of client.

We are a small team of experienced graphic designers, specialising in brand and logo design, graphic design and brand consulting. We are based near Shrewsbury in the beautiful Shropshire countryside, and serve clients around the UK. We create solutions that are business oriented, with an approach based on research and strategy.

Our company was started in 2003, when we (Carl & Clare) were based in London. Since then we have developed and adapted our business considerably including a move to Shropshire in 2004. During this time we have established Carl Jones Design as one of the Midlands’ most unique graphic design and branding consultancies, with a reputation for clear, well thought-out, branding and graphic design solutions for all types of businesses and organisations around the UK.

Carl Jones Design was born out of our desire to create simple, effective solutions that work.

We bring together Carl’s experience as Design Director at some of London’s top design agencies, and Clare’s experience as a fashion and accessory designer for some of the high street’s biggest names.

Our mix of skills enables us to approach our clients’ requirements from a variety of different angles, and to provide an approach which is individual to their needs. We don’t offer an off the shelf solution, we offer a unique, bespoke approach in everything we do.

So what’s our secret? The first thing we do with any new client is to get to know them. Their business, their customers, their marketplace, their challenges, their requirements and their people. In effect, we become a part of their team! Only when we’ve done this are we able to put together a brief. Once the brief has been agreed, we are then able to start the exciting part – the creative process, coming up with ideas and design concepts. We take a considered, measured approach to our work – our creativity isn’t based on what’s in fashion or the latest trend – it’s about communication, setting our clients apart. 

We are always happy to meet and discuss your requirements and to put together a written proposal, with no obligation.


Why would you need our brand design services?

Your new business needs a name, a brand, marketing material and a website design

Your business requires a brochure, some branded stationery, vehicle graphics or signage

You’re running a social media campaign and need some striking images

Your catalogue looks dated and you don’t sell enough products

You’re frustrated with your current design agency, they don’t listen to your requirements

You’re launching a new product and it needs a name, a brand image and packaging design

Your business branding doesn’t allow you stand out from the crowd

You have an exhibition coming up and you need a display stand, a brochure design, and some advertising

Your company logo design is dated and tired – you need a full rebrand


Do you think that we could help with your brand?

Send us an email at carl@carljonesdesign.com
or call us on 01694 72 49 49 to have a chat or set up your complementary initial consultation...