The journey of a brand

Most designers – I do love a huge generalisation – like to craft brands rather than design logos. We feel protective of identities we’ve created and like to be involved in building their character. From cradle: the development of products – to grave; the delivery of the product into a buyer’s hands, we want to be involved.

Problem is, it’s hard to find great examples – specifically in small businesses — where that happens. But I’ve found a beauty…


It was a family member’s birthday this week, and I shopped online at Brewquets.  The website is good, it does the job. It’s easy to find what you want and shows the product well. And the product has real personality, from the name through to the presentation.

But it’s after you’ve bought the product the real character of the brand is on show.

Here’s the email I received to tell me the order had shipped:

Screen capture of an email from Brewquets

    Anyone purchasing online receives many ‘product has shipped’ emails but this one was different … this one brought a smile to my dial. It’s a good reminder that creatives – in this case someone writing snappy copy – can add value to brand at every stage of its life, from development through to outgoing logistics.

    Looking into every aspect of a brand, from inbound/outbound logistics, operations, service, infrastructure, R&RD, human resources, IT and procurement not just marketing and sales, is a great method to get more work from existing clients. That’s what we call a design value chain.

    More information

    Here’s two more articles about how to use a design value chain for new business development:

    This one is about a different way to do new business development

    And this article is focusses on getting more business from existing clients.

    And here’s another article celebrating another small business building a brand well.



    As always, happy to discuss, just email.

    Carol Mackay

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    The Design Business Review is Australia’s only online design management magazine. It’s professional development information written specifically for Australian designers by Australian designers. Best of all, it’s free.

    After 30+ years running a graphic design firm, I pivoted from client-focused projects to consult to the design industry. Now with the Design Business Council I use my experience, and research, as a design mentor and coach. I help designers build robust, sustainable businesses, and help businesses integrate, and profit from, design.

    The core of the DBC is the building a design community – over 85% of designers work in businesses with less than 5 employees, many less than 3. That means designers don’t have the same support network of other professionals. The DBC’s solution is supplement paid gigs with mentoring breakfast meet-ups, informative UNseminars and practical workshops in Melbourne, Perth and Sydney.

    An archive of her design work at
    Her current work can be viewed at and

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