The golden arches of McDonald’s and the phrase ‘I’m Loving It’.
The Nike swoosh and instruction to ‘Just Do It’.
The attachment some people feel to Apple products, proudly displaying the apple with a bite out of it.
The science of branding is a multi-million-pound industry and in Broughty Ferry is an expert.
Liam Bonar spent almost a decade specialising in branding for some of the world’s most recognisable names.
The Duncan of Jordanstone graduate worked on campaigns for Google, Sky, GSK, Allianz, Adidas, Nike and Unicef while at top design agencies in London.
Aim to ‘level the playing field’
Liam then set up his own business LBD Studio in 2019 with a mission to use his expertise to help smaller firms.
He said: “The basis for the studio is to level the playing field for smaller and medium-sized businesses.
“This lets them draw on my big brand experience while they scale up in a responsible, strategic way.
“We essentially use the same process that can be scaled up and scaled down as needed. We are three people so we’re really agile.
“I started the business because I saw there’s a lot going on creatively in Scotland and Dundee specifically that’s under the radar.
“There is potential for very good returns on investing in brand development and we want to use our knowledge to help stimulate growth in the local economy”.
Branding process for long-term success
Having initially started his studio in Edinburgh, Liam moved back to Broughty Ferry after the pandemic hit.
Having found remote working has been a success, he gave up his Leith studio space and the company is now firmly rooted in Dundee.
Moving to this area has also brought an impressive list of local clients including Halley Stevensons, North East Shutters and ScotFoam.
Other recent new business wins include Edinburgh World Heritage Trust and the mental health charity Back Onside.
The starting point for discussions about branding is a company’s story and ambitions for their business.
“A lot of the time it’s about translating the company’s good work into a package that people will understand and respond to,” Liam adds.
“Our value is partnering with a business, normally during a period of change or transition.
“We can help them figure out what is important about their brand, what their USPs are and how to communicate this for the best return.
“Ideally we like to partner for the long-term – we’re not just looking for a quick buck. We want to partner with ambitious people and businesses who value long term growth.”
Branding work with Dundee textile firm
A recent partnership with Dundee textile firm Halley Stevensons saw LBD Studio develop a brand identity that communicates the company’s long history but also the modern technology that goes into its process and sustainability aims.
As well as a new logo, LBD Studio also redesigned their website, featuring over 800 waxed cotton fabric swatches.
LBD can also advise companies on ways to overcome common sustainability issues such as fine-tuning their print processes and packaging.
Looking to the future, Liam hopes to establish LBD as one of the top brand consultancies in the UK.
“We want to keep the business Dundee based and have already seen strong growth since moving back,” he said.
“Studies show that per pound of spend brand development returns around 1.5 times traditional advertising spend.
“People might see a quick return on advertising but quality brand development has a long term financial return.
“If you invest in the brand people will understand who you are and what you stand for. That’s a message that lasts.”
