Date: 04/03/2015 | By: Liz Painter

Stuart Avis of Audacious Creative continues his series of blog posts about what goes into creating a successful brand…

Brand: “a person’s gut feeling about your organisation, service or product”.

This week’s blog is born out of two very powerful insights I have recently been given that have truly freed me to be the designer I know I can be. I want to pass this on to you so can enjoy the same freedom I have found. The more I have dwelt on these truths, the more I have realised that Collaboration is one of the most powerful tools I have in being able to influence people’s gut feelings towards me and my business.

Here’s the first insight: Freedom!

Why is it that, when it comes to my business, I ignore the fact I’m not good at certain things and plough on regardless, getting more and more frustrated until I either give up or (through sheer stubbornness) chance upon success?

I was spending more and more time on these areas of the business, knowing I was stealing design and personal development time. I know I was born to be a creative soul, a designer, and I was spending huge chunks of time in admin and it was a soul-destroying exercise. So I did something about it. I asked for help.

And suddenly my time was freed and I could spend time feeding my creativity and seeing the impact that had on the work I was doing for my clients.

I’ve come to realise that it’s no sign of weakness to either ask someone for help or buy that help in. And in doing so, I am released to do what I do best and allow others to operate within their gifts and skill-sets. By collaborating with others in helping me run my business I can grow my business along the lines I want to. Their help and advice (some of it bought-in and some of it given) continues to be invaluable and I am seeing Audacious grow from strength to strength.

Here’s the second insight: deep insight come from deep experience.

I read recently that ‘deep insight comes from deep experience’ and it is so true. When I work in collaboration with others – to help me grow and develop skills and my business – I learn, gain insight and I truly grow. As we chat about where we’re at with our businesses, I am always on the look out for a nugget of advice that will take me to another level.

But more than that, I am enabled to offer far more than I can on my own.  Here’s a great example of what I mean. I was recently contacted by a local school to design and source the print for a new prospectus. That’s part of everyday work life. But I had recently made some great contacts with a fabulous photographer and a gifted copywriter so I was able to bring their gifts into the equation and offer the school a package that sourced images and copy as well as design and print.

It’s also worth noting that as I was able to source the images and copy, the school staff were freed up to do what they do best – inspire kids to be the best they can be.

As a result of that work, more projects have come our way. Because I was willing to work in collaboration with others, I’m not just seen as a one-man-band. I can bring in a team of excellent professionals to help my clients grow their organisations.

As a direct result of collaboration people’s gut feeling towards me and the service I provide has been very positively influenced. So the ultimate lesson for us is this: if we try to do everything ourselves and work on our own, we end up harming our brand.

To see Stuart’s introductory post on branding, click here.

Stuart Avis runs design agency Audacious Creative, and works with businesses and charities to help them stand out in a crowded marketplace.  You can view Stuart’s profile or give him a call on 07824 862 952.