Hello folks,
I had a moment of clarity this week. They're infrequent, but when they come, they're usually very insightful.
I was doing some analysis around our inbound inquiries and how they've changed over the years. Quality over quantity is the lesson that hit me between the eyes as I learned that our inquiries have more than halved, but the conversions have shot up. But this shift didn't come without some nerves.
I'll be honest: deciding to narrow our focus was a daunting move. It's been a five-year process, transitioning from an undifferentiated generalist design agency to a strategic brand consultancy focused on the B2B tech space. At times, it felt like we were deliberately cutting ourselves off from potential opportunities. There were moments when we questioned whether we were making the right call.
But here's the thing: we knew exactly what we were doing and why. This wasn't a gamble; it was a strategic decision based on knowing what lies at the heart of our own brand. By having that clarity, we could make the tough call to focus on where we knew we could deliver the most value.
That doesn't mean it was easy. (It still isn't). Staying committed to a long-term strategy, especially when the market is unpredictable, requires discipline. But we believed in our positioning and knew it would pay off if we stayed the course.
And the proof of the pudding? The results speak for themselves. Back in 2017/18, we received 41 inbound inquiries from our website — many of which were from businesses that weren't really aligned with our strengths. Fast forward to 2023/24, and we've had 15 inquiries, half from businesses that fit perfectly with where we do our best work. And our conversion rate? Up from 2.5% to 20%. We're focused, we're selective, and we're getting the right kind of work.
But that doesn't mean we've cracked it. Far from it. While the increase in conversion rate is a great marker of progress, it comes at a time when budgets are tighter, and projects take longer to convert. We still need to fight every day to make it happen, but it gives us confidence that we're on the right path, even when times are tough.
For me, all of this comes back to one thing: clarity of brand and how it's positioned. We know exactly who we are and what we stand for, and that allows us to make confident, strategic decisions — no matter how scary they may feel at first. When your brand is clear, everything else falls into place. It reduces friction in the sales process, from the inquiries you attract to the work you deliver. It's also why we champion work that works — because we're not just talking the talk; we're walking the walk: focusing on long-term value creation for our clients.
It's important to step back and recognise these improvements, especially in difficult trading conditions. When you're caught up in the daily grind, it's easy to let negativity take over. But seeing objective proof that things are changing the way you intended is powerful. It gives you the courage to keep going, even when the path is tough. It reminds us that, in branding and in business, perseverance pays off. If we were our own client and had guided our brand through this kind of evolution, I'd be proud of the work we've done. We've created 'work that works', built on long-term strategy and brand clarity.
If you think your brand could benefit from this kind of focus and evolution, let's have a conversation. We're always ready to help businesses position themselves for the long haul.
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