Welcome to the On Branding Podcast. I'm thrilled to have David Gaz, the founder and creative director of the Bureau of Small Projects, with us today. His agency is dedicated to amplifying the impact of small businesses, startups, and nonprofits. David, thanks for joining us!
For those who aren't familiar with your approach, how would you describe it?
David explains that they apply big brand and Fortune 500 experience to small businesses, focusing on strategy rather than just logos or colors. Many small businesses believe branding is all about visuals, but in reality, it’s about strategy. Big organizations understand this well, and the Bureau of Small Projects condenses this knowledge into manageable steps for smaller businesses. They talk about brand messaging, customer personas, and brand voice, which can be confusing for those without a marketing background.
Their process begins with understanding the competition—identifying who takes business from you, not just those doing the same thing. Learning what competitors do well and poorly provides opportunities to differentiate. From there, the focus should be on articulating what makes your organization different and better. Once you can do that, brand story and other branding elements come into play.
So, based on your experience with big corporations, you've learned a lot and can advise smaller businesses on making a bigger impact by focusing on strategy rather than just visuals. How about the mistakes small businesses commonly make?
David believes the biggest mistake is viewing branding merely as a logo and prioritizing making things look pretty. Although visuals are important, in today’s competitive landscape, they're just the entry point. The crucial element is clear, concise messaging that articulates why people should choose your product or service. We live in a winner-take-all economy, and it's essential to tell people why they should do business with you.
With the competitive digital landscape today, verbal branding is just as crucial as visual branding. What trends are you noticing in the creative industry? How do you feel about AI?
David is enthusiastic about AI, calling it a game changer. While people fear job losses, he draws a parallel with the digital transformation—it changed jobs rather than eliminated them. AI levels up possibilities, especially for small businesses, by reducing entry costs. Creative teams can now focus more on ideas rather than execution. AI opens new doors, enabling small organizations to compete with larger ones.
David, do you have any advice for aspiring creatives or students who want to start their own agency?
David shares a story about an immigrant who started an elite auto repair business with nothing but determination. The lesson is clear: you need clients to build and maintain a business. Clients attract financing, space, and opportunities. For small businesses and startups, having clients is paramount. Offer services at lower prices initially, even for free, to build a strong portfolio. As workload increases, raise your prices and refine client selection.
Always deliver exceptional work, regardless of compensation. It's crucial to build websites or products far exceeding their pay to ensure customer satisfaction. Happy clients refer others to you, building the trust necessary for business growth.
To wrap everything up, David Gaz is an advocate for utilizing past experiences to empower small businesses through strategic branding, emphasizing the significance of clear messaging and the revolutionary role of AI in leveling the industry playing field. Branding isn’t just about a great logo; it's about defining what makes you unique and why clients should choose you. Thank you so much for being here, David. It’s been enlightening.
For those interested in connecting or wanting to learn more, David is most active on LinkedIn. Thanks for tuning in to our conversation!
