If you’re running a growing business, chances are you’ve been in this loop:

One day, you’re in creative flow, mapping new ideas and big goals. The next, you’re buried in backend tech issues, chasing social content deadlines, or updating a half-broken website you haven’t touched in months.

You’re doing it all, but it’s starting to wear you down.

You didn’t build your brand to spend your nights learning automations or stressing over Instagram reels. You built it to make an impact – and to do that, you need space.

That’s where strategic delegation comes in — not just outsourcing tasks to save time but building a smart, brand-aligned support system that lets you stay focused on what you do best.

At twelve-o-one, we help small-but-mighty business owners scale with intention. Here’s how to decide what to delegate, what to own, and how to keep your brand’s heart at the centre while you grow.

What to Delegate: Tasks That Steal Your Time (and Drain Your Energy)

Delegating isn’t about giving up control. It’s about getting your time and clarity back so you can lead with purpose.

We recommend outsourcing these areas to experts — the ones that need attention but don’t require you to do it yourself.

1. Social Media Strategy & Content Execution

You know your brand deserves better than last-minute posts and outdated visuals. But planning, creating, posting, and engaging across platforms takes serious time and strategy – especially when juggling everything else.

Delegate:

• Content calendars, captions, and visual design
• Reels, stories, and post scheduling
• Platform management and engagement support

Example: Happy Bird Music Studio

This Ottawa-based music studio came to twelve-o-one looking for structure. Their team offered incredible programs for kids and adults, but they were stuck in the cycle of inconsistent posting and last-minute event promotion.

We helped them build a system that supported monthly camp launches, school-year program reminders, and seasonal events – all while giving their brand a fun, family-friendly presence online. With clear planning and support, their enrolment and engagement grew, and their stress decreased. They were able to reach new demographics while continuing to engage their existing community.

2. Website & Brand Refresh

Your brand is evolving – but your website and visual identity haven’t caught up. Maybe you’ve outgrown your DIY design. Or maybe you’ve added new services but haven’t had time to reflect that anywhere public.

A strong brand deserves a digital presence to match.

Delegate:

• Website design & development
• Mobile responsiveness, SEO, and maintenance
• Brand identity updates (fonts, colours, logo usage, tone of voice)

Example: We Are Raising The Bar

Founder Abbie was ready to take her alcohol-free subscription box business to the next level. She turned to twelve-o-one for website support, content structure, and marketing systems that could scale.

“Nancy really listened to our challenges and helped put plans and strategies in place to help grow the business. Working with twelve-o-one allowed me to step back from some of the day-to-day challenges of a small business and focus more on strategy and growth.”
— Abbie R., CEO, We Are Raising The Bar

We created a consistent social and digital strategy, addressed backend tech issues, and implemented better systems, freeing Abbie to focus on growth, partnerships, and the big picture.

What You Should Own (Because It Comes From the Heart)

There are parts of your business that can’t be outsourced – and shouldn’t be.

These are the elements that carry your why, your story, and your energy. You don’t need to do everything, but you do need to stay close to:

Your Voice – No one can tell your story like you. We help you refine and reflect your message, but the core needs to come from you.

Your Vision – You know where you’re headed. We help you shape the path, but your values drive the direction.

Your Relationships – Automated tools are great, but people connect with people. Especially if you’re founder-led, clients and customers still want a sense of your presence.

At twelve-o-one, our goal isn’t to replace you – it’s to support you. So you can stay in your zone of genius while we ensure your brand shows up consistently and clearly across every channel.

You Deserve Space to Lead – Not Just Time to Work

The business owners we support aren’t hands-off — they’re driven, creative, and deeply committed to their work. They care about every detail, every client, and every piece of their brand. But they’re also human. And the truth is: sustainable growth takes more than grit. It requires clarity, systems, and smart support.

You can’t scale if you’re constantly tied up in the day-to-day — chasing content deadlines, troubleshooting tech, or wearing ten hats just to keep things moving. That’s where we come in.

At twelve-o-one, we help implement systems and strategies that free up your time so you can focus on your bigger vision: leading your brand, building relationships, and driving meaningful growth.

Whether you’re running a music studio, launching a subscription box, scaling an e-commerce business, or growing a service-based brand — you don’t have to do it all alone.

If you’re ready to scale with clarity – not chaos – this guide will help.

Understand what to delegate (and why)
Clarify your role as a founder or creative leader
Build a brand support system that works with you, not against you

Download the Brand-First Growth Blueprint

You don’t need to do everything yourself to stay authentic. You just need the right people in your corner – and that’s exactly what we’re here for.

Want Help Putting Your Strategy Into Action?

If you’re looking for a partner who understands branding, systems, and how to grow without losing your voice, let’s talk.

Book a free discovery call with twelve-o-one.

The post How to Scale Smarter in 2025: What to Delegate, What to Own, and How to Keep Your Brand at the Centre appeared first on 1201 Journal.

In a fast-changing world, even the strongest brands can start to feel outdated or disconnected from their audience. If your brand is starting to blend into the background or isn’t resonating like it used to, a refresh might be the perfect solution. But here’s the thing—refreshing your brand doesn’t mean reinventing the wheel. It’s about building on your foundation, refining what makes you unique, and evolving to meet your audience’s needs.

Let’s dive into how you can refresh your brand thoughtfully and effectively, ensuring it stays recognizable while creating meaningful connections with your customers.

1. Reconnect with Your Core Purpose

Every strong brand has a purpose—the “why” behind its existence. Before making any changes, revisit the core values and mission that define your brand. What made you start this business in the first place? What impact do you want to make?

This step isn’t just a formality—it’s the foundation of any successful refresh. Your purpose should guide every update, ensuring that you’re staying true to what makes your brand unique.

Example:
When LEGO updated its branding over the years, it didn’t stray from its core mission of “inspiring and developing the builders of tomorrow.” Every visual change, product innovation, and campaign remained aligned with this purpose, allowing them to stay relevant while keeping their essence intact.

Need help clarifying your brand’s core purpose? At twelve-o-one, we specialize in helping businesses rediscover their mission before embarking on a refresh. Let’s start the conversation.

2. Get Real About Your Audience

Your audience today might not be the same as when you first launched your brand. Take the time to understand who they are now, what they care about, and how they perceive your brand.

How to Do It:

• Surveys and Feedback: Ask your customers directly what they value most about your brand and where they’d like to see improvements.
• Social Listening: Dive into social media comments, reviews, and mentions to gain insights into how people are talking about your brand.
• Demographic Updates: Compare your current audience data to past insights to see if there’s been a shift in age, preferences, or lifestyle.

Example:
When Starbucks realized its audience was becoming more eco-conscious, it updated its brand by emphasizing sustainability initiatives like eliminating plastic straws and sourcing ethically. This aligned with its evolving audience while staying true to its core values of community and responsibility.

3. Evolve Your Visual Identity Without Losing Familiarity

Your visual identity—logo, colour palette, typography, and design style—is the most immediately recognizable part of your brand. During a refresh, aim to modernize these elements while maintaining a sense of familiarity.

How to Update Your Visuals Thoughtfully:

• Subtle Logo Adjustments: Update your logo with modern fonts, refined shapes, or fresh colours to make it current without losing its essence.
• Colour Palette Refresh: Adjust hues or add new accent colours that feel contemporary but complement your existing palette.
• Typography Upgrade: Swap outdated fonts for sleek, readable options that better align with your brand’s tone.

Example:
Coca-Cola has maintained its iconic red-and-white branding for decades but has refined its typography and streamlined its logo over time. These changes feel modern yet instantly recognizable, keeping the brand fresh while honouring its legacy.

At twelve-o-one, we help businesses refine their visual identity without losing what makes them special. Let us create a brand you’ll love.

4. Adjust Your Tone Without Losing Your Voice

Your tone of voice is how your brand communicates—whether it’s conversational, authoritative, or playful. During a refresh, you may need to shift your tone to better connect with your audience while keeping the essence of your voice intact.

How to Refine Your Tone:

• Reflect Current Values: Reframe your messaging to address new priorities or values (e.g., sustainability, inclusivity, or innovation).
• Keep It Authentic: If your audience loves your witty, playful tone, keep it—but ensure it feels relevant to today’s cultural landscape.
• Speak Your Audience’s Language: Stay in tune with how your audience communicates now. Is a more casual, relatable tone appropriate? Or do they prefer polished and professional?

Example:
When Airbnb refreshed its brand, it shifted its tone to focus on belonging and connection. The phrase “Belong Anywhere” became a cornerstone of their messaging, emphasizing emotional experiences over transactions.

5. Make Your Refresh a Collaborative Journey

A brand refresh shouldn’t come as a surprise to your audience. Engaging them in the process builds excitement and trust.

How to Involve Your Audience:

• Behind-the-Scenes Content: Share sneak peeks of your design updates, brainstorming sessions, or early logo concepts.
• Transparent Communication: Be open about why you’re refreshing your brand and how it benefits your audience.
• Social Media Polls: Let your audience weigh in on small decisions, like choosing between color schemes or taglines.

Example:
When Mailchimp refreshed its brand, it shared behind-the-scenes videos of the creative process, showing how they updated their visuals and tone while keeping their quirky, approachable personality. This transparency helped the brand maintain trust with its loyal users.

6. Monitor Feedback and Adjust

A brand refresh doesn’t end once you roll it out. Pay attention to how your audience reacts and be prepared to make adjustments based on their feedback.

What to Monitor:

• Social Media Comments: Are customers responding positively to the changes?
• Engagement Metrics: Look for increases in website traffic, click-through rates, and social engagement to measure success.
• Customer Feedback: Reach out to loyal customers for honest opinions on the refresh.

Example:
When Instagram introduced its new logo in 2016, the initial backlash was intense. However, the company stood by its decision while using user feedback to fine-tune other aspects of the refresh, ensuring the updates resonated over time.

How twelve-o-one Can Help You Refresh Thoughtfully

At twelve-o-one, we understand that a brand refresh is about evolution, not reinvention. Through our expertise in branding strategy, identity development, and creative direction, we help businesses refine their visuals, tone, and messaging without losing what makes them unique.

Whether you’re looking to modernize your logo, connect with a new audience, or refine your messaging, we guide you every step of the way. A refresh shouldn’t feel like starting over—it should feel like stepping into the future with confidence.Ready to refresh your brand without losing your identity? Let’s create something that resonates with your audience and elevates your business. Contact us today to get started!

The post How to Refresh Your Brand Without Losing Your Identity appeared first on 1201 Journal.

What is Brand Photography?

Brand photography is a collection of images that communicates your brand. It focuses on capturing images that visually represent and communicate your brand’s identity, values, and personality. It goes beyond showcasing products and services and aims to create an emotional connection with your target audience. By crafting visual narratives, brand photography helps convey the essence of your brand and what sets it apart from competitors as it makes your business memorable.

Benefits of Brand Photography

Enhances Brand Recognition and Recall

Consistent and high-quality brand photography helps establish a visual identity that is instantly recognizable. When consumers consistently see captivating images that align with your brand’s values, they develop a strong association between those visuals and your business. This association increases brand recall and strengthens your brand’s presence in the minds of consumers.

Builds Trust and Credibility

Professional brand photography demonstrates your commitment to quality and attention to detail. High-quality images that accurately represent your products or services instill trust in potential customers, making them more likely to choose your brand over competitors. Authentic and visually appealing images help create a positive perception of your business, enhancing its credibility.

Supports Storytelling and Emotional Connection

In the digital age, consumers seek meaningful connections with the brands they support. Brand photography plays a crucial role in storytelling by visually conveying your brand’s narrative, values, and personality. It evokes emotions and creates a bond between your brand and its target audience. By capturing the essence of your brand through images, you can engage and resonate with your customers on a deeper level.

Uses of Brand Photography

Website and Social Media

Your website and social media platforms are key touchpoints for engaging with your audience. Utilizing brand photography in these spaces helps create a visually consistent and compelling brand experience. Whether it’s through product shots, lifestyle images, or behind-the-scenes glimpses, brand photography adds depth and authenticity to your online presence, attracting and retaining customers.

Marketing and Advertising Campaigns

From print advertisements to digital banners, brand photography is a powerful asset for marketing and advertising campaigns. Eye-catching visuals that accurately represent your brand can captivate your target audience and effectively convey your brand’s message. Well-executed photography enhances the impact of your campaigns, increasing their effectiveness and driving engagement.

Brand Collateral

Brand photography can be used to create various marketing materials such as brochures, flyers, and business cards. By incorporating consistent visuals into your collateral, you reinforce your brand’s identity and maintain a cohesive brand image across different mediums. Consistency in branding helps establish professionalism and trustworthiness, leaving a lasting impression on potential customers.

How to Get Started with Photography for Your Brand

Define Your Brand Identity

Before diving into photography, it’s crucial to have a clear understanding of your brand’s identity, target audience, and key messages. Define your brand’s personality, values, and unique selling points. This foundation will guide the visual storytelling in your brand photography.

Hire a Professional Photographer

While smartphone cameras have come a long way, investing in a professional photographer with expertise in branding photography is highly recommended. A professional will understand how to translate your brand’s vision into compelling visuals, ensuring high-quality images that align with your brand’s identity.

Plan Your Shoots

Collaborate with your photographer to plan your brand photography shoots. Determine the locations, props, models (if needed), and any specific shots you want to capture. Plan your shoots strategically to capture a range of images that can be used across various platforms and campaigns.

Edit and Optimize

Once your brand photography session is complete, work with your photographer or a professional editor to refine and optimize the images. This includes color correction, cropping, and enhancing the images to maintain a consistent and visually appealing brand aesthetic.

Branding Photography FAQ

What equipment is needed for brand photography?

The equipment needed for brand photography depends on the complexity and scale of your shoots. Generally, a professional DSLR or mirrorless camera, along with a selection of lenses, lighting equipment (such as strobes or continuous lights), and accessories like tripods and reflectors, are commonly used in brand photography. However, the specific equipment can vary based on the desired style and requirements of your brand. You may also want to style your shoot with various products, furnishing and your models.

How much does brand photography cost?

The cost of brand photography can vary widely depending on several factors and can range from a few hundred dollars  upwards to over $20,000. Factors including the photographer’s experience and reputation, the complexity of the shoot, the number of locations and models involved, the post-processing requirements and the usage rights for the images. It is best to reach out to professional photographers in your area and discuss your specific needs to get accurate pricing estimates. 

How long does a brand photography session typically last?

The duration of a brand photography session varies based on various factors, including the scope of the shoot, the number of setups and locations, the number of products or models involved, and the overall complexity of the project. Sessions can range from a few hours for a simple shoot to multiple days for larger productions. It’s important to communicate your requirements and expectations with the photographer to determine the appropriate timeframe for your specific project.

How can I ensure my brand photography aligns with my brand identity?

 To ensure that your brand photography aligns with your brand identity, it is essential to have a clear understanding of your brand’s values, personality, and target audience. Communicate this information to your photographer, sharing your brand guidelines, mood boards, or visual references. Collaborate closely with the photographer throughout the planning and execution stages to ensure that the chosen locations, props, models, and styling elements accurately reflect your brand’s identity.

Can I use stock photos instead of investing in brand photography?

While stock photos can be a convenient and cost-effective option in some cases, they may not fully capture the unique essence and identity of your brand. Branding photography provides an opportunity to showcase your products, services, and brand story in a customized and authentic way. It allows you to have complete control over the visual representation of your brand, ensuring consistency and reinforcing your unique selling points. Investing in brand photography can significantly enhance the impact of your marketing efforts and help differentiate your business from competitors.

Branding photography is a powerful tool that can elevate your business to new heights. It enhances brand recognition, builds trust, and establishes an emotional connection with your target audience. By incorporating brand photography into your website, marketing campaigns, and brand collateral, you can effectively communicate your brand’s identity and stand out in a crowded market. Invest in professional brand photography, plan strategically, and unleash the full potential of visual storytelling to boost your business’s success in 2025 and beyond.

If you’re seeking a comprehensive branding solution that encompasses strategy, brand identity, and creative art direction for brand shoots, twelve-o-one is your ideal partner. Our team specializes in helping businesses develop a strong and compelling brand presence. With our expertise in branding strategy, we can assist you in defining your brand’s unique positioning, values, and target audience.

In addition to strategy, we have established partnerships with talented photographers who excel in capturing captivating brand photography. By collaborating closely with these photographers, we ensure that your brand shoots align perfectly with your brand identity and messaging. Our creative art direction expertise allows us to provide guidance on the overall visual direction, styling, and storytelling aspects of the shoots.

At twelve-o-one, we understand the power of cohesive and impactful visual branding. By combining our branding strategy, brand identity development, and creative art direction services with the skills of our trusted photography partners, we offer a seamless and comprehensive solution for elevating your brand’s visual representation.

If you’re ready to take your brand to new heights and create a powerful visual identity, reach out to twelve-o-one today. Let us help you craft a brand experience that resonates with your audience and sets your business apart from the competition. Contact us to discuss your branding needs and embark on an exciting branding journey together.

The post How Branding Photography Can Boost Your Business (2025) appeared first on 1201 Journal.

Brand Strategy

Before diving into the components of a brand identity, it’s important to have a brand strategy in place. Your brand strategy should identify your target audience, brand values, and messaging. It should also help you determine how you want your brand to be perceived in the marketplace. With a clear brand strategy, you can create a strong brand identity that resonates with your audience.

Logo Types

Your logo is the centrepiece of your brand identity. It’s the first thing people see when they come into contact with your brand, so it’s important to get it right. There are different types of logos that you may want to consider for your brand:

Primary Logo: This is the main logo that represents your brand. It’s typically the most detailed and includes your brand name and any relevant graphics.

Secondary Logo: This is a simplified version of your primary logo. It may exclude certain design elements or have a different orientation or layout. It’s used when the primary logo is too large or detailed for certain applications.

Submark: This is a smaller version of your logo that includes only a part of the primary logo, such as a graphic element or the brand name. It’s often used in situations where space is limited or a more subtle approach is needed.

Favicon: This is a tiny version of your logo that appears in the browser tab when someone visits your website. It should be simple and easily recognizable, even at a small size.

Brand Elements

In addition to your logo, there are other brand elements that you should consider when creating a cohesive brand identity:

Colour Palette: Your brand’s colours should be consistent across all applications, including your logo, website, social media profiles, and print materials. It’s important to choose colours that are appropriate for your brand and that resonate with your target audience.

Typography: Your brand’s typography should be consistent and easily legible across all applications. It should also reflect your brand’s personality and tone.

Imagery: The imagery you choose for your brand should be consistent with your brand’s overall aesthetic and messaging. It can include photography, illustrations, or other graphics.

Brand Patterns: Brand patterns are a way to add visual interest and texture to your brand identity. They can be used in backgrounds, social media graphics, or print materials. Brand patterns should be consistent with your brand’s overall aesthetic and colour palette.

File Types

When it comes to creating and using your brand identity, it’s important to understand different file types and their applications. Here are a few of the most common file types:

PNG: A PNG file is a type of image file that supports transparency. It’s often used for logos and graphics on the web.

JPEG: A JPEG file is a compressed image file that is widely used for photos and graphics on the web.

PDF: A PDF file is a document file that can contain text, images, and graphics. It’s often used for print materials like brochures and flyers.

SVG: An SVG file is a scalable vector graphics file that can be resized without losing quality. It’s often used

In summary, a cohesive brand identity is essential for any business or organization looking to stand out in today’s competitive market. It can differentiate your brand, establish brand recognition, and build trust and loyalty with your audience. By understanding the different components of a brand identity, such as logo variations, brand elements, and brand patterns, you can create a consistent and memorable brand experience across all touchpoints. It’s also important to use the right file types and colour applications to ensure your brand looks its best across all mediums.

At Twelve-O-One, we understand the importance of a strong brand identity, and we can help you create one that resonates with your target audience. Our team will work with you to develop a brand strategy that aligns with your business goals and values. Contact us today to learn more about how we can help you elevate your brand and stand out in your industry.

The post Building a Strong Brand Identity: Strategies, Components, and Applications   appeared first on 1201 Journal.