Businesses ask me the same question over and over again: How do we stand out? What’s fascinating is that the question is often followed, almost immediately, by a suggestion that they’d like to do something similar to their competitors. A similar tone of voice, a similar visual style, a similar content format, sometimes even a similar tagline. The desire is distinction. The instinct is imitation.

Lance Corrigan, Creative Director at Bespoke Brands, was recently asked a series of questions about how the studio approaches branding and why its process tends to feel slightly different from many creative agencies. It was a good opportunity to reflect on the way Bespoke Brands works and what matters most when helping clients develop their brand.

There was a time when recommendations mattered because they were genuine. A friend suggested a product. A colleague recommended a service. A customer left a positive review. Now, every scroll through social media feels like someone is being paid to like something.

What the research tells us about who we choose to work with.

In business, we like to believe decisions are rational. We evaluate competence, experience and value. We compare propositions. We choose the strongest option.

Behavioural research suggests something more subtle is happening.

When the world shut down, many businesses reacted quickly.

Budgets were cut.
Plans were paused.
Marketing was “put on hold.”

Branding and visibility were treated as optional and something to return to when things felt safer.

It can sometimes feel like marketing used to take more risks. Look back 20 or 30 years, and many campaigns were sharper, bolder and more willing to provoke a reaction. Some of them wouldn’t, and shouldn’t, exist today. Standards have changed, and that’s no bad thing. But alongside those cultural shifts, something else has happened.

In a sea of similar firms, standing out can feel impossible. But differentiation isn’t about shouting louder; it’s about clearly showing why you’re the best choice for your ideal clients. If your business feels like it’s blending in, here’s how to fix that with simple, strategic steps.

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.

Walk into any accountancy, legal, or consultancy firm mid-rebrand and you’ll probably hear the same conversations:
“Do we like the blue or the green?”
“Should we go serif or sans serif?”
“Do we need a swoosh, a crest… or something abstract?”

Design is everywhere. From the apps we use daily to the branding that defines our favourite products, good design has the power to shape our world. Yet, despite its undeniable importance, the design industry remains a chaotic free-for-all where anyone with a laptop and a copy of Canva can call themselves a ‘designer.’

After an incredible five-day trip to New York, to say we had a great time would be an understatement. The city never disappoints—its energy, its creativity, and the people who make it all happen. From early-morning coffee-fueled meetings to late-night conversations over a Manhattan (or two), we met some truly inspiring people who reminded us why we love what we do.

At the heart of everything we do, you'll find a simple truth: it's about people. It's about the connections we forge, the friendships we build, and most importantly, it's about how we can help those people succeed. We believe that success isn't a solitary pursuit; it's a collaborative journey, and we're honoured to be a part of yours.

Marketing is one of those fields where everyone thinks they can do it - until they actually have to. It's often dismissed as "just social media," "a bit of advertising," or "something we’ll figure out later." In reality, marketing is one of the most complex, strategic, and essential aspects of running a business. Yet, it's also the most misunderstood.

Ah, the life of a designer, where creativity meets chaos, and every project is an emotional rollercoaster. Some days, you feel like a design god, turning briefs into branding gold. Other days, you’re questioning your life choices after a client asks you to ‘make it pop’ for the fifteenth time.

As the festive season approaches, we would like to take a moment to express our best wishes to all our valued clients, partners, and supporters.

In an era dominated by rapid digital advancements, the question 'is print dead?’ resurfaces time and again, often sparking heated debates among industry professionals, consumers, and enthusiasts alike.

In an age dominated by social media, where accolades and recognition can often feel just a click or a post away, it’s easy to get caught up in the allure of awards.

Being a full mix marketer can feel as if you have to be a jack of all trades and master of some.