It happens to the best of us. Maybe your clothes technically still fit, but they don’t flatter you anymore. Or maybe you’re relying on that one blouse with the missing button you’ve been holding closed with a safety pin for… way too long. You’ve convinced yourself it still works — and maybe no one notices — but deep down, you know. And it doesn’t feel great.

That’s exactly what can happen with your branding.

It might not be broken, but it’s not comfortable. It doesn’t reflect where your business is now. It’s been cobbled together, altered over time, and stretched to work in situations it was never really built for. And eventually, you reach a point where you can’t not notice it anymore.

What started as a true leap of faith 25 years ago has turned into one of the most rewarding adventures of my life — growing a creative business that helps others to grow theirs. This month, New Leaf is celebrating 25 years in business — a milestone that feels both unbelievable and humbling at the same time.

Running a business without a brand strategy is like going on a road trip with no map—exciting at first, but frustrating fast. A clear brand strategy gives you direction, distinguishes you from competitors, builds trust with your audience, and turns every marketing effort into forward momentum. Discover how a solid brand foundation can drive long-term success.

Like peanut butter and jelly, design and strategy can each stand alone. Sure, you could have one without the other, but—peanut allergies aside—why would you?

I realized I am more than “just” a designer—I’m a bridge builder. I help connect my clients with their audience using a combination of research, messaging, positioning, and creative expertise.

In order to run a successful business or deliver a successful product, your branding has to be consistent with the actual customer experience. If it’s not the customer will notice the disconnect and the result may be that you will lose their trust and perhaps their business.

Design is so much more than creating something that is good looking. And it doesn’t happen by accident. It comes from studying, observing and sometimes drawing inspiration from other examples. And sometimes it takes trial and error to get it right.

When you look back at your childhood can you think of a time when you would get completely engrossed in doing something which you can now see is related to your career?

If the background work is well done, and the client stands in support of their creative team, good branding can make a powerful impact.