Brand consultancy refocuses business model to tackle racism

Brand consultancy firm, Brand By Me, was named a UK Small Business of 2021 after refocusing its strategy to help clients build brands that deliver social justice and long-term impact.

The business was selected in recognition of its determination to survive and adapt during challenging times while working to promote social justice. 

Despite having clients across a variety of sectors including non-profits, large corporations and charities, when the Covid-19 pandemic hit, Brand By Me saw its turnover pipeline disappear overnight. The news of George Floyd’s murder sparked conversations between Collette Phillip, founder of Brand By Me, and her network of contacts about navigating race and how communications could help to embed anti-racism.

“Brand by Me has always been about driving positive change in the world. When the murder of George Floyd happened, it sparked something in me. As a black female founder, I knew I had the opportunity to show up for people who needed us the most and use the power of brand strategy to drive positive business impact and social justice,” says Phillip.

She decided to overhaul the business’ own strategy and focus on how anti-racism should be adopted by more brands in the UK. Brand By Me started working with new clients to embed anti-racism messaging into their branding and external and internal comms.  

Paul Gordon, managing director of SME and mid corporates at Lloyds Banking Group, says, “While some businesses adapted strategies in order to survive, Brand By Me took it one step further. It created something that not only helped secure income during the pandemic but put a strategy in place to support other businesses to drive long-term and vital change. Collette has put her passion into a business model that will ultimately contribute towards making the world a better, fairer place. There couldn’t be a more deserving recipient of this award.
  
“Not only is our change in strategy helping raise awareness of race equity in branding, but it’s also helped us rebuild. I can’t wait to keep growing Brand By Me and help more people through our work over the coming years,” Phillip says.

The brand consultancy is currently working Wellcome Trust, Santander and Plan International UK to help put anti-racism at the heart of their brands.