A Case Study: Grow by Gilmore

Last year, I collaborated with Anyah Gilmore-Jones of Grow by Gilmore to update her brand identity for her social media management and experiential design company. Let’s check-in with Anyah to see how her business has taken off since her rebrand last Spring!

Why did you decide to rebrand? Was there a specific problem you were facing?

At the time, my business had a basic Canva logo but it lacked a cohesive brand identity. This made me feel that my professional image wasn't as polished or consistent as it could be. I realized that to present a more professional appearance to clients and stand out in the market, I needed a comprehensive brand strategy and visual identity system.

Before reaching out to DCC, was there anything you did to try to solve the problem?

Before reaching out to DCC, I initially tried to address my branding needs on my own. I had created a logo using Canva, thinking it would suffice for my business. However, as time went on, I began to realize that this logo lacked any distinctive look or feel. It didn't truly represent my business or stand out in any meaningful way.

As my business matured, I found myself becoming more creative and developing a clearer vision of what I wanted my brand to represent. This growing awareness led to frustration with my existing branding. I felt like my business's visual identity wasn't keeping pace with its growth and evolution.

The frustration manifested as a sense of disconnect between how I perceived my business internally and how it was being presented externally. I started noticing other businesses with cohesive, professional branding and felt that my own was falling short. This gap between my aspirations for the business and its current visual representation became increasingly apparent and bothersome.

I attempted to refine the logo and create some brand elements myself, but I quickly realized that my skills weren't sufficient to achieve the level of professionalism and distinctiveness I was aiming for. This led to a feeling of being stuck – knowing what I wanted but not having the tools or expertise to bring it to life.

Take us to a moment when you saw the impact your branding had.

The day I unveiled my new brand identity on Instagram was a pivotal moment for my business. I had carefully planned the relaunch, creating a series of posts that showcased different aspects of my new visual identity - the logo, color palette, typography, and overall aesthetic.

As soon as I started posting, I noticed an immediate increase in engagement. Comments started pouring in from followers, both long-time and new. I also saw a significant uptick in profile visits and followers in the days following the relaunch. People were sharing my posts in their stories, further expanding my reach. It was exciting to see the ripple effect of the rebrand in real-time.

The Instagram relaunch was a turning point that showed me how powerful a well-executed brand identity can be in the digital space, particularly on visually-driven platforms like Instagram.

What wins have you experienced since your rebrand?

Since working with DCC, I've experienced several significant business wins that have helped elevate my profile and credibility in the industry:

I was honored to be selected as an awardee of the One Million Black Women Goldman Sachs Initiative. This prestigious recognition has not only provided valuable resources and support for my business but has also increased my visibility within the entrepreneurial community.

Additionally, I've been featured in prominent publications like Nashville Voyager and Bold Voyager.

These accomplishments have significantly boosted my business's credibility and opened up new opportunities. I believe that the professional branding and cohesive visual identity we developed together played a crucial role in positioning my business for these successes. The polished and distinctive brand image has helped me make a strong impression in these high-profile situations, contributing to the positive attention and recognition my business has received.

Another significant milestone was that I held my first in-person workshop. This event marked an important step in expanding my business offerings and engaging directly with my audience.

Hosting this workshop allowed me to showcase my expertise in a live setting, connect with clients and potential customers face-to-face, and establish myself as a thought leader in my field. It was a valuable opportunity to put into practice the professional brand image we had developed together, from the visual materials used in the presentation to the overall atmosphere that aligned with my brand identity.

This in-person event not only provided immediate value to attendees but also opened doors for future opportunities, helping to build my reputation and expand my network. The success of this workshop has paved the way for more such events in the future, further solidifying my position in the industry.

What's one piece of advice you'd give to other small business owners?

Consistency is key in your social media presence. Establish a regular posting schedule and stick to it. It's better to post high-quality content less frequently than to post low-quality content often or to post sporadically.

Develop a content calendar that aligns with your business goals and audience interests. This helps you maintain a steady flow of engaging posts without feeling overwhelmed or running out of ideas. Remember, your followers come to expect and look forward to your content, so being consistent helps build trust and keeps your brand top-of-mind.

Also, consistency extends beyond just posting frequency. Ensure your brand voice, visual style, and messaging are consistent across all platforms. This cohesiveness strengthens your brand identity and makes your content instantly recognizable to your audience.

Don't underestimate the power of planning and scheduling tools. They can help you maintain this consistency even during busy periods, ensuring your social media presence remains active and engaging.

Remember, building a strong social media presence is a marathon, not a sprint. Stay consistent, and you'll see your audience grow and engage over time.

If you’re in the creative industry or an agency owner looking for social media campaigns or experiential marketing activations, reach out to Anyah and her team at GrowbyGilmore.co.