Hello yellow.

Yellow seems to be everywhere at the moment. It’s very on trend. In fact, since I’m so not up with what’s hip and what’s not, it’s probably at the end of its life ‘en vogue’. But I still love it. It’s my colour and has been for a good while now. My wardrobe and jewellery collection go some way to confirming this, as does a years-old picture of my vibrant, canary-coloured hair. 

To me, yellow is vibrant, daring and edgy, and it encompasses the way I feel about standing out from the crowd. In that, I want to. For all the right reasons. 

I never considered any other colour to complement my brand when I started working on Deacon Rd. as its own business identity. 

Working on a brand for myself was a task that has taken up a lot of my mental capacity for a long time. I would have waves of inspiration and clarity, but I would continue to challenge myself and question whether I was bringing to life something that was too “me” than it ought to be in a professional sense. 

So I went through an exercise I have done many times for many clients; I held my own brand session. Just me, some paper and pens, and a glass of wine. 

Of all the brand sessions I've sat in on and led myself, the one that I did for my own brand was by far the hardest. I really challenged myself to think about what exactly it is that I do well (as opposed to every single thing that I'm capable of) and what I want Deacon Rd. to be about. It all boils down to something pretty darn straightforward: doing good work for good people. And since the best way of doing that is to be authentically me, there was no other choice than yellow to bring life to my business proposition. 

The process of finding clarity for a brand’s identity, as well as how to communicate its purpose and what problem it solves for its customers is a process that I wholeheartedly believe should not be overlooked. It’s not enough to reuse a common tagline hoping that your brand will achieve cut-through in what continues to be a crowded market. 

One thing that 2020 has taught us is that there’s power in the side hustle. You need only to check out the Chooice Facebook Page to see how many little on-the-side businesses have been brought to fruition since COVID-19 changed the working lives of so many. 

If you’re interested in getting help to clarify your brand’s positioning, its key messaging, refined purpose and to establish a tone-of-voice to stand out from the crowd, I can help. Fill out this handy questionnaire, or drop me a line. jess@deaconrd.co