Five Star Brand Coaching: When the Brand Catches Up with the Business

There is a moment in the development of many businesses when something becomes slightly out of sync. The work gets better. The reputation grows. Customers recommend you. Your ambitions change. But the brand still represents the business you used to be.

Our recent work with Simon at DSGN Plastering Services is a great example of what Five Star Brand Coaching is designed to uncover. When House Style conducted its Digital Brand Audit, we found a business with strong foundations. DSGN had excellent craftsmanship, authentic photography, positive customer feedback and a technically sound website. But there was a disconnect between the quality of the work and the way the business presented itself digitally.

Start with substance

Five Star Brand Coaching isn't about changing things simply for the sake of change. We started by looking at what DSGN's customers valued. One review described work completed to a “very high standard” with “excellent attention to detail.” The customer praised the communication, reliability and minimal disruption, while noting that the property was left “spotless.” DSGN had even passed its trade discount on materials directly to the customer. Their verdict? “Professional, reliable and great value.” That's brand strategy hiding inside customer feedback.

Find what makes you different

We also discovered something more distinctive. Simon has a genuine interest in architecture and interiors. His social content revealed an eye for natural stone, timber, lighting and contemporary design — qualities that could help distinguish DSGN from businesses competing primarily on price. DSGN Design Digital Audit

Even the name DSGN suggested a more contemporary, architectural proposition than the existing visual identity communicated. So we recommended allowing that design sensibility to become part of the brand.

The fluorescent yellow palette was replaced with a more sophisticated combination of charcoal, stone and off-white, reflecting the visual language of contemporary interiors. t Simon then took the recommendations and revamped the website and colour palette, beginning to align DSGN's digital presence with the standard of its work.

Coaching should lead to action

That's an important part of Five Star Brand Coaching. A report sitting in a drawer changes nothing. The value comes from understanding where the opportunity lies and having the confidence to act on it. Simon recently left House Style its own five-star review:

“Fantastic experience working with Stephen and Michael. They really took the time to understand my business, goals and target clients. Highly recommend their strategic expertise to any business looking to grow!”

For us, that captures the process perfectly. Listen. Understand. Identify what is already special. Then make sure the rest of the world can see it. That's Five Star Brand Coaching.