By Lilla Preston, Special Projects Manager, North East BIC
We’ve been thinking a lot recently about how our brand comes across. Not because anything’s broken, but because the world around us is changing fast. The way people engage online, the content that resonates, even the platforms themselves – it’s all evolving. And like many small businesses, we want to keep pace.
That’s why we’re starting a light-touch brand refresh. Just a gentle evolution to stay current and make sure we still feel relevant – especially across digital channels where first impressions matter.
This process has sparked some other conversations too. One big one: the role founders play in shaping how a brand feels. Personal branding can sound a bit buzzword-y, but we’re seeing more and more how much it matters. And not in a polished, perfect way – more in the “this is who I am, this is what we’re building” kind of way.
Evolving with intention
We’ve always believed that brand isn’t just about logos or colour palettes – it’s about how people feel when they come across your business.
Three years ago, we embarked on a whole rebrand. From signage and stationery to interiors and events – the approach was rooted in humility, realness and a customer-first mindset. Community is at our heart and we decided to embrace that wholeheartedly and unapologetically, and it’s paid off. Visitors still walk into our reception and atrium and comment on how fresh it feels.
Now, we’re ready to build on that foundation. A small shift in tone, a visual refresh, and a clearer way of expressing what we stand for. It’s about making sure our digital presence reflects the quality of what we do behind the scenes.
Refreshing doesn’t mean reinventing. It’s about making sure the outside still reflects the inside.
Showing up as ourselves
As we’ve looked at our brand, we’ve also realised how much of it is tied to us as individuals. Not just the name on the door, but the people behind it – the voice, the values, the energy.
People want to know who they’re buying from or working with. Personal branding can seem like a whole job in itself (and sometimes a cringey one). But it’s really just about showing a bit of who you are, what you care about, and why you do what you do. Whether that’s sharing behind-the-scenes content, connecting with others who share your interest in a cause, or simply putting your name to your ideas.
We’re leaning into that more ourselves. Not for visibility’s sake, but to build genuine relationships. And in the world of small business, that kind of connection goes a long way. Take this column – I usually shy away from the spotlight, but I’ve got things to say. So here I am.
Standing out, authentically
One thing’s become clear: the importance of being different. Not louder or flashier – just unmistakably you. In a sea of sameness, clarity and authenticity cut through. That might be your values, your way of working, the stories you tell, or even the little details in how you communicate.
It’s easy to follow trends, especially online. But what sticks is what’s real. When you lean into that, people remember you. Not just for what you do, but for who you are.
So, as we refresh our brand and step up our personal presence, we’re making a conscious effort to highlight what sets us apart. It’s a way of cutting through the noise without shouting, and creating something that feels honest and memorable.
Let’s talk about it
If you’re wondering whether your brand still feels like you, or thinking about how to step up your personal presence as a founder, you’re not alone. That’s exactly what we’re exploring at our upcoming Growth Lab event.
We’ll be talking personal branding in a real, no-fluff way – what it means, why it matters, and how you can make it work for your business. Whether you’re just starting out or ready to go deeper, it’s a chance to pick up practical tips, hear fresh ideas, and connect with other UK entrepreneurs on the same journey.
No buzzwords. No pressure. Just honest conversation and useful takeaways.
We’d love to see you there.