Ask the experts

‘Room’ (The other door said ‘seminar’).

Advising Hackney businesses at HBV Enterprise’s Ask the Experts day hosted by CMS Cameron McKenna was a reminder that when most people hear ‘brand’ they think ‘logo’. Several people came over, sat down and said “I’m not sure that I need a brand”, unaware that they already had one. The usual perception of a brand as a brash, shiny, shouty, spiky-haired, salesy thing can feel very uncomfortable to small businesses in professional or service industries. But shifting to a conversation about how that company does business, what it does and who its customers are, brand and identity start to make a lot more sense.