Suit Yourself - What kind of suit is your brand wearing?

6 Oct

Is it helping you stand out, connect, grow or holding you back?

Every brand wears a suit.

Not literally, of course. But metaphorically speaking, the way your brand shows up in the world, its tone, look, behaviour and presence, is its outfit. It's uniform. It's first impression.

Some brands look like they’ve just stepped out of Savile Row. Others? More like they threw on whatever was on the floor.

Some are well-polished. Others clunky. A few are brave. Too many play it safe. And every so often, you find one that’s trying so hard to impress, it forgets to breathe.

So, how is your brand currently looking?

Let’s take a look at some of the most common ‘suits’ businesses wear, and what each one says about how they show up.

The Pinstripe Suit – The Professional Power Brand

Think: Established, authoritative, trusted, commanding respect in their field.

This brand wears authority like a badge. It’s consistent, established and clearly successful. Everything is buttoned up and proper. Fonts, language, colour palettes, all chosen with care.

Upside: Trustworthy, polished, respected.

Downside: Can feel cold or inaccessible. Clients may admire you, but do they connect with you?

The Hazmat Suit – The Defensive Brand

Think: Over-regulated industries that lead with disclaimers, not benefits.

This brand is built to protect. It's cautious, risk-averse, and hides behind layers of compliance. Every message is caveated. Every image feels sanitised.

Upside: Looks safe and dependable.

Downside: No personality, low engagement. Feels sterile, not human.

The Wetsuit – The Reactive Brand

Think: Startups constantly pivoting. Agencies chasing trends.

This brand adapts quickly. Maybe too quickly. One minute it’s slick and modern, the next it’s quirky and fun. You’re never quite sure what it stands for, only that it changes with the tide.

Upside: Agile, energetic.

Downside: Lacks direction. May confuse or exhaust your audience.

The Boiler Suit – The Hard-Grafting Brand

Think: Trades, B2B services, no-frills operators.

This brand gets the job done. No fluff, no fuss. Just straight-talking, salt-of-the-earth dependability. But sometimes, it forgets to show its value.

Upside: Clear, practical, relatable.

Downside: May undervalue itself or appear low-budget.

The Birthday Suit – The Brand with No Strategy

Think: Side-hustles. Startups. One-man bands.

This brand hasn’t got dressed yet. It’s raw, honest, but exposed. Messaging is inconsistent. Design is DIY. Tone changes daily. It might be brilliant underneath, but it’s not showing up properly.

Upside: Authentic, scrappy.

Downside: Looks unprofessional. Undermines its own potential.

The Suit of Armour – The Over-Protected Brand

Think: Traditional law firms, legacy institutions.

This brand is built like a fortress. Strong, impressive, but unapproachable. It’s heavy with jargon and corporate formality. Nobody sees the real people inside.

Upside: Commanding presence. Reassures with its heritage.

Downside: Feels outdated. Lacks warmth. Risks being left behind.

The Tracksuit – The Casual Brand

Think: Youth brands. Social-first startups.

Relaxed, fun, and full of energy. This brand wants to be your mate, not your boss. But casual doesn’t always mean credible.

Upside: Friendly, modern, accessible.

Downside: May lack seriousness or depth. Could alienate more formal clients.

The Spacesuit – The Future-Focused Brand

Think: Visionary, innovative, exploring new frontiers, ahead of the curve.

This brand is otherworldly. Visionary. Maybe even genius. But also hard to understand. It speaks in concepts, not clarity.

Upside: Innovative, exciting.

Downside: Feels distant. Risks alienating more grounded clients.

The Beekeeper Suit – The Hidden Brand

Think: Specialist B2Bs with no marketing presence.

This brand exists behind the scenes. It’s doing important work, but nobody really sees it. Over-protected and under-expressed.

Upside: Quietly excellent.

Downside: Hard to find, hard to trust, hard to choose.

So... what kind of suit is your brand wearing?

Does it still fit?
Is it projecting what you want it to?
Has it seen better days?

At Bespoke Brands, we help you dress your brand for the impact you want to make. Whether you need a total transformation, some tailored updates, or just a bit of polish, we can help.