You don’t need to be a big company to have a strong brand

Graeme Armitage

Over many years in the business of marketing and brand development, Graeme has worked with clients large and small, both established and start-ups. ”I have enjoyed my relationship with every one of them,” he says. “After all, they give me opportunities to do what I love most. That's why I commit the same high levels of insight and creativity to all those I work with, regardless of their budget.”

Loud brand noise

When it comes to smaller businesses, Graeme believes that they’ve never had it so good. “One of the wonders of this digital age is that even a small company can now make a loud brand noise. Stationery, sales material, shop fronts, vehicles – these and other media can all come together with your all-important website and low cost e-communications to produce a big fat branding footprint very cost-effectively. These days you don’t need to be a big company to have a strong brand.”

Graeme on networking…

Cleve McCurdy was a long-time member of Bowdon Business Club, now retired. Not long after I joined, he invited me to look at updating the marketing for Cariocca Enterprises.

Cariocca is an organisation that Cleve remains passionate about. It supports start-up businesses owned and run by residents of inner-city Manchester by providing affordable accommodation and support on its business parks in Miles Platting and Ardwick. At the same time it is developing social and educational initiatives within the community.

Aspiring business people from the African-Caribbean community are a particular focus for Cariocca, although not all Cariocca tenants are from that group. My starting point for the new logo was to reflect the vibrant Afro-Caribbean colour palette, using interconnecting circles to represent the myriad businesses that Cariocca has helped to nurture.

I then went on to create a website with the new branding, showcasing all the opportunities that Cariocca offers, backed up by interviews with existing tenants.

This particular project is great example of Bowdon Business Club in action, because my initial contact with then-member Cleve McCurdy led on to opportunities for other members: the photographer Ian Cartwright provided images for the website, while Andy Key and Chris Wrighton have been able to provide Cariocca tenants with business support.”

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