Brand Development
Be recognised. Be remembered. Be chosen
“Your brand is what people say about you when you’re not in the room”
Your brand is the sum of how people experience your business. It’s not just a logo or a colour palette — it’s the way you speak, the feeling customers walk away with, and the story that makes you stick. For small businesses, it can be the difference between being remembered and being overlooked.
If you don’t define your brand, others will. At Cara Hickey Consultancy, brand development means working with you to pin down what matters most in your business and making sure it comes through everywhere — in your words, your look, and the way you treat your customers.
Why Bother With Brand Development?
Running a small business means you’ve a hundred things pulling at you every day. It’s tempting to treat branding as decoration or fluff - something you’ll get to later that isn’t a real priority. But clear branding actually gives you time back and makes every decision easier. Here’s what it does for you:
TIME
Branding saves you hours. With a clear look and message, you don’t waste energy deciding how to post, pitch, or design. Whether you’re launching something new or briefing a supplier, the groundwork is already done.
Money
Strong branding means you don’t have to compete on price alone. Your marketing spend works harder, your reputation carries value, and if you ever expand, sell, or franchise, your brand itself is a real asset.
Growth
A solid brand gives you room to grow. It helps you attract the right customers, makes it easier for people to recommend you, and gives your small business the presence of a bigger one.
Trust
Customers trust businesses that feel steady and professional. A clear brand shows what you stand for and makes people confident they’re in safe hands.
Consistency
When your brand is defined, everyone — from you to your staff to your designers — stays on the same page. That consistency protects you from copycats and builds a stronger reputation over time.
Loyalty
People stick with what they know. A consistent brand makes it easier for customers to spot you, remember you, and keep coming back.
What’s Included in Brand Development
You may wonder how CHC will work with you on developing your brand. It’s not a one-way street. Every step is a two-way conversation: I’ll propose, you’ll give feedback, and together we’ll shape something that feels true to you and your business.
A brand development project gives you practical tools, not just theory. Here’s how we’ll work together and what you can expect:
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We’ll sit down together to uncover what makes your business unique and define who you’re really speaking to. We’ll map out your values, goals, and story — and you’ll always have space to add, adjust, or challenge until it feels right.
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I’ll draft the a framework for the structure of how you talk about your business — across your website, menus, socials, and even in day-to-day conversations. You’ll review, refine, and help make sure the tone feels natural to you.
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We’ll explore how your brand should look and feel, from colour palette to typography and imagery style. You’ll see options, give feedback, and we’ll tweak together. Logo development can also be built in if needed.
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Once everything is shaped, I’ll pull it together into a simple, clear reference that shows how the words and visuals work side by side. This isn’t a static document — it’s a tool you can use straight away, with your fingerprints on it.
Timeline: How the Process Flows
A brand development project usually runs over 4–6 weeks, depending on feedback and pace. Every step is collaborative, with time built in for your input.
Step 1: Questionnaire
You fill this out so I can understand your business, goals, and challenges.
Step 2: Workshop
We meet to dig deeper, clarify, and capture your story.
Step 3: First Look
I share initial ideas for brand voice, look, and feel.
Step 4: Feedback
You review in your own time, then we meet to refine together.
Step 5: Revisions
I present a revised version shaped around your feedback, with room for final tweaks.
Step 6: Delivery
You receive your full brand guidelines, ready to use straight away.
*Most projects run smoothly within two rounds of feedback. If extra iterations are needed, we’ll agree together on how best to handle them.
Why CHC, Why Now?
Small businesses often know they need a brand identity that reflects who they are, but they don’t want a big-agency process or a pile of jargon. They want someone who understands their sector, respects their time, and can cut through the noise with them.
That’s where Cara Hickey Consultancy comes in. Cara has over 17 years’ experience building brands — from global names like Dyson and Optimum Nutrition to much-loved Irish businesses like Dublin Cookery School. She knows the difference between brand work that looks good on paper and brand work that actually helps a business grow. What sets CHC apart is Cara’s way of working:
Practical:
No jargon, no filler. You’ll walk away with brand guidelines and tools you can actually use day-to-day: across your website, socials, menus, signage, and more.
Collaborative:
Your brand stays yours. We work side by side — you know your business best, and I bring a little creativity and marketing know-how to turn that into a brand that feels authentic and is built to grow.
Values-driven:
I know how much small business owners care about what they do — and I bring that same passion to helping you find your voice and be heard.
Forward-looking:
Branding that keeps the foundations solid while making the most of new tools like AI — never swayed by short-lived gimmicks or passing ideas.
Brand development isn’t about chasing fads. It’s about clarity, consistency, and creating a brand you’re proud to stand behind. That’s the work CHC does best.
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![Before and after brand development: cluttered email vs clean modern design for Dublin Cookery School.]()
Dublin Cookery School
In 2025 Dublin Cookery School was in a new era with a new owner, a stellar team and a new approach to experiential cooking classes, but with the old branding. We had to find a way to keep the brand heritage while signalling to this new phase in the life. of the school.
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![Example of brand development in action for Sarah Louise Nutrition new website launch displayed across desktop, laptop, tablet, and mobile.]()
Sarah Louise Nutrition
Sarah Louise Nutrition was a new start-up focusing on nutritional plans that were built bespoke for each client, with a foundation in science and methods grounded in research, the client wanted a different look and feel to traditional wellness brands. Here’s how CHC approached that brief.
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![Laptop screen showing Hartwood Joinery's newly created website with tagline ‘Custom Joinery | Made in The Midlands’.]()
Hartwood Joinery
When Rory moved back from Australia, he brought his business with him, but needed to figure out how to brand it for the Irish audience, while staying true to his way of working. With a complete set of brand guidelines he has the tools to display his brand across all channels, digital and physical
FAQs
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Yes. Many CHC clients are 2–10 years in. They’re established, but their brand has drifted or doesn’t reflect their growth. A refresh ensures you stay consistent and competitive.
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Expect a few hours each week during the project for workshops and feedback. The process is designed to respect your time, so you’re involved in key decisions but not buried in homework.
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You’ll leave with clear, practical tools: a messaging framework that shows you how to talk about your business, a visual direction with colours, fonts and imagery style, and brand guidelines that pull it all together. You’ll also have templates and examples you can start using straight away on your website, socials, menus, or signage.
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A logo is one piece of the puzzle. Brand development looks at the bigger picture — who you are, how you sound, and how everything fits together. The result isn’t just a logo, it’s a system you can use to show up consistently everywhere.
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Every business is different, but you’ll always get a clear quote up front. Projects are priced as a fixed package, so there are no hidden extras. Payment plans are available to spread the cost if that suits better.
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Yes — that’s the whole point. Your brand stays yours. My job is to translate your passion and experience into a brand that feels authentic to you while working harder in the market.
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Not at all. Many businesses roll out changes step by step — updating their website first, then menus, signage, or packaging as needed. The guidelines mean you’ll have a clear path whenever you’re ready.
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That’s part of the process. You’ll always have a chance to review, give feedback, and refine. Most projects run smoothly within two rounds of feedback, and we’ll agree on how best to handle extra iterations if needed.
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Yes — I’ve worked with cafés, cookery schools, nutritionists, fitness businesses, salons, and more. I also bring experience from global brands, so you get the best of both worlds: big-brand know-how adapted for small business realities.
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Start Your Brand Development Journey
Tell me a little about your business and where you’d like to take it. I’ll be in touch to book a discovery call and see if we’re the right fit for you.