The Birmingham Brand Bible: What Local Businesses Get Wrong (and How to Fix It)
Studio Notes from the Custard Factory
If I had a fiver for every bad logo I’ve seen slapped on a white van, I’d retire and open a gelato stall in Moseley.
We’re based right here in Brum, and we love this city. But let’s be honest — when it comes to branding, a lot of local businesses are either phoning it in, stuck in 2005, or drowning in Canva templates. It’s not their fault. Branding’s a weird, wobbly thing. And nobody really tells you what it actually means.
So here’s our take. No fluff. Just what we see, what goes wrong, and what you can do to fix it.
1. You think your logo is your brand
It’s not.
Your logo is the stamp. Your brand is the story, the vibe, the tone, the way your mate tells someone about you in the pub.
We’ve seen too many businesses chuck £250 at someone on Fiverr, get a generic swoosh, and think “job done.” Nope. Branding is how people feel when they come across you — your shopfront, your socials, your tone, your smell (if you’ve got one), your energy.
Fix it:
Start with your why. Then think about your audience. Then build out visuals, words, and behaviour from there. We do this with clients all the time, and it always starts with a proper conversation.
2. You’re stuck in ‘local = basic’ mode
Brum is full of brilliant people. But too many businesses here act like “local” means you can’t be bold, stylish, or smart.
Just because you’re not Coca-Cola doesn’t mean your brand can’t look sharp. Or feel confident. You don’t have to use Comic Sans because your auntie said it’s friendly.
Fix it:
Look at other local businesses doing it right. (We’ll name drop: Grace + James, Pause, How Brave is the Wren, Faculty, Provide, even that butchers in Kings Heath with the mad Instagram game — they’ve got it.) Notice what they’ve nailed: clarity, quality, and guts.
3. You change your style every five minutes
Consistency builds trust. If your leaflet, website, socials, van, uniform, and packaging all look like they belong to different companies, it makes people uneasy. They don’t know what they’re getting.
Fix it:
Get a basic style guide. Even a one-pager. Colours, fonts, tone, logo usage. Stick to it. And make sure whoever’s doing your stuff has it too.
4. You’re trying to say everything at once
“Premium but affordable!”
“Local but international!”
“Family-run but modern!”
“Fast, cheap, high-quality, expert, friendly, edgy, classic!”
Slow down.
Fix it:
Pick three words that describe your business — honestly. That’s your core. Say those words, live them, and build from there.
5. You don’t ask for help until it’s too late
We get it. Budgets are tight. But here’s the thing — branding isn’t just a one-time job. It’s the foundation of everything. And if you fudge it early on, you’ll spend more time and money unpicking it later.
Fix it:
Find people who know what they’re doing. Have a conversation. Doesn’t have to be us (though we’re dead good). But speak to someone who sees branding as strategy, not just stickers.
TL;DR: If you want to stand out in Birmingham, your brand needs to work hard.
People can spot lazy design. They can smell confusion. But they also remember the ones who got it right. The ones with personality, pride, and proper thought behind the visuals.
If you're reading this and thinking “hmm, this is uncomfortably accurate”… maybe it’s time for a coffee and a chat.
We’ll bring the biscuits.
Ready to sort your brand out?
Drop us a message below. We’ll get back to you for a proper chat — no pressure, no jargon, just straight-up advice and ideas that actually work.
