How to Build Branding Without Burnout – with Ann Rimmer

Ann Rimmer has experienced it all – built an agency from scratch, steered it through million-pound mergers and carved out a successful path as a consultant. From pioneering hybrid working before it was trendy to rebuilding a client base after a 70 per cent drop during the 2008 crash, Ann’s journey is a masterclass in resilience, clarity, and smart branding. If you want to know what good branding looks like, this episode is one to bookmark.

Build culture first

Nobody can deny the first priority of a fledgling agency should be to keep the lights on. But once the invoices become regular, building a culture is vital for the next phase of growth. Running a successful business means making it a place people want to work.

Whether it’s flexible hours, clear values or supporting your team in other ways – finding your culture will look different to everyone. Great agencies aren’t built on timesheets and KPIs alone. They’re built on belonging.

More than design

Branding is much more than aesthetics. Your brand is a microcosm of the story you tell as a business. Great brand work isn’t just visual polish, though that helps, it’s understanding what a business is and what it stands for. “Making it look nice” is a by-product, not the brief.

Bigger isn’t always better 

Growth is always seen as the goal – and for good reason, agencies are commercial ventures. Growth is the life blood. This can sometimes come with trade-offs Growth at the cost of losing identity or brand equity might not be strategic in the long run. Long-term strategy always trumps short-term boosts.

Clients that fit

As an agency it can be difficult to turn down business, especially in the early days when the cashflow might need a boost. But working with clients that don’t fit leads to difficulties. This incompatibility isn’t always cultural – Ann recounts when her agency took on some hefty briefs. They were a good fit and were happy with the work, but when a financial crisis hits and budgets are cut, a boutique agency that has a dependency on accounts like these can end up in trouble. Finding clients that fit both culturally and size wise will always be advantageous, client profiling needs strategy.