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Building a personal brand is something I’ve been consciously working on over the past year, particularly on LinkedIn. As a marketing and graphic design professional, I understood the importance of establishing credibility, sharing insights, and connecting with like-minded individuals. However, actually putting myself out there was a challenge, I didn't think I had anything to write about and share. Here’s what I’ve learned so far and how my journey is evolving. Why Personal Branding on LinkedIn is Important When I first started using LinkedIn more strategically, I wasn’t entirely sure what my personal brand should represent. I had a passion for marketing and graphic design, but I needed clarity on how to position myself effectively. That’s when I decided to invest in learning, completing courses like ‘Leverage Your Company LinkedIn’ and ‘Empower Your Brand’ with Girls in Marketing. These courses helped me understand the role of content pillars, engagement strategies, and the power of consistency. Know I try to post twice a week on LinkedIn as I feel this is manageable for me. The Role of Authenticity in Personal Branding One of my key takeaways from this journey has been the importance of authenticity. I wanted my LinkedIn presence to reflect my expertise while remaining true to my personality. I decided to focus on sharing my experiences, insights from courses I’ve completed, and lessons from my own work in marketing and design. I also realised that while I enjoy engaging content, I prefer a professional yet approachable tone, so no emojis in my posts! Expanding My Knowledge with Amelia Sordell’s Personal Branding Book To continue refining my personal brand, I recently started reading Amelia Sordell’s book The Personal Branding Playbook. This has been a game-changer in terms of providing me with even more insights into how to effectively present myself and my expertise. Amelia’s approach to personal branding is practical and actionable, focusing on building an authentic presence that resonates with your audience. I’ve already started applying some of her strategies, particularly around how to communicate my value proposition in a way that feels genuine and connects with others in a meaningful way. Overcoming the Fear of Posting Like many people, I had a bit of imposter syndrome when it came to posting regularly. What if my content didn’t resonate? What if people didn’t engage? I soon learned that consistency was more important than perfection. My first few posts were a mix of industry insights and reflections on my experiences. Over time, I noticed that the more personal and thoughtful my content was, the better it performed. I also learned to embrace the iterative nature of content where some posts work, some don’t, and that’s okay. Engaging with the Right Audience Personal branding isn’t just about posting, it’s about engaging. I’ve been intentional about interacting with others in my field, particularly those whose work I admire, like Olivia Hanlon, Lily Deal, Chloe Wilkin, and Jamie Roberts. Commenting on their content, sharing insights, and being part of industry discussions has helped me grow my network and refine my perspective on marketing trends. The Role of Continuous Learning A strong personal brand isn’t built overnight. I’ve found that continuous learning and adapting are key to staying relevant. Becoming an Associate Member of the Chartered Institute of Marketing (CIM) was a significant step for me, reinforcing my commitment to the profession and opening up new opportunities for networking and development. What’s Next? As I continue this journey, my goal is to keep refining my content strategy and engaging more deeply with my network. I’m also keen to explore more thought leadership topics, especially around personal branding, content marketing, and growth mindset, areas I’m passionate about. If you’re building your personal brand on LinkedIn, my advice is simple: start, stay consistent, and don’t be afraid to share your insights. Your experiences and knowledge are valuable, and the more you engage, the more you grow. How has your personal branding journey been? I’d love to hear your thoughts! If you’re also working on your personal brand, share your tips or challenges and connect with me on LinkedIn. Louise Cranstone-Spooner

At Crafty Penguin , I understand that creating a strong, memorable brand is essential for success. As a graphic design business offering branding solutions, I specialise in creating visual identities that help businesses stand out. Recently, I attended a webinar titled "TMH Disasters to Success: 6 Steps to Rebranding Right"  led by Sarah Robb and Rachel Farley. The insights shared highlighted the critical steps for building a valuable brand, and I believe these lessons can benefit businesses looking to refresh their identity. Here are some key takeaways and how they can apply to your business: 1. Start with Strategy Rebranding isn’t just about changing your logo; it requires a well-defined strategy. The webinar emphasised the importance of starting with a comprehensive brand diagnosis. Asking key questions like: What are we aiming for? Where do we play? What are we focusing on? At Crafty Penguin , I work closely with businesses to understand their goals and tailor graphic design solutions that align with their strategy. Through my role as Marketing Manager at SurfacePrep UK , I’ve led projects to refresh the company’s visual identity and marketing materials, ensuring the brand remains consistent across multiple platforms. Examples of my work can be found in the Louise Cranstone-Spooner portfolio , showcasing projects that have successfully supported businesses in enhancing their brand identity. Notable projects include working with Pets at Home  on a series of promotional materials and partnering with MK Theatrical Services  to create impactful stage branding designs. 2. Engage Your Employees Your employees are crucial to ensuring your brand is delivered consistently. Employees need to understand your brand's purpose, values, and messaging to effectively communicate it to customers. Whether it’s designing branded materials or internal resources, ensuring clarity for your team is key. My experience includes working with employees at SurfacePrep UK  to align marketing efforts with the company’s brand values, ensuring clear messaging both internally and externally. 3. Focus on Your Customers The webinar highlighted that customers should always come first. At Crafty Penguin , I emphasise designing marketing materials and visual content that connect with your audience and reflect your brand’s personality. During my time at Hodge Clemco , I played a key role in producing customer-focused marketing content that enhanced engagement and strengthened the company’s brand presence. 4. The Power of Graphic Design in Branding Graphic design plays a vital role in building and reinforcing your brand identity. From logo creation and typography to colour schemes and visual consistency, effective design ensures your brand is instantly recognisable. At Crafty Penguin , I create tailored design solutions that help businesses establish strong visual identities. Projects like the Pets at Home  promotional materials and MK Theatrical Services  stage branding demonstrate how impactful graphic design can support brand messaging and recognition. Whether you need logo design, branded marketing materials, or product labels, Crafty Penguin  can help create a professional and cohesive visual identity. 5. Simplicity is Key A successful rebrand doesn’t have to be complex. The webinar stressed the value of simple, memorable moments that reinforce your brand identity. From logo designs to promotional materials, simplicity helps ensure your message is clear and effective. I have applied this approach while creating clear, impactful designs for Crafty Penguin  clients, ensuring their messaging resonates with their audience. 6. Consistency Builds Trust Maintaining consistency across your visual identity, messaging, and customer interactions helps build trust and familiarity. At Crafty Penguin , I help businesses create cohesive graphic design assets that align with their brand guidelines. In my role at SurfacePrep UK , I have ensured marketing materials, social media content, and website updates consistently reflect the company’s brand identity. 7. Branding is More Than a Logo While a logo is important, your brand is much more than that. Assets such as packaging, social media visuals, and printed materials all contribute to building a recognisable and trusted brand. I support businesses with designs that reflect their unique identity across all touchpoints. For example, I have designed a wide range of promotional items and product labels for Crafty Penguin  clients, helping them maintain a professional and engaging brand presence. You can view some of these projects in the Louise Cranstone-Spooner portfolio , including collaborations with Pets at Home  and MK Theatrical Services . Final Thoughts Rebranding is a powerful opportunity to refine your message, connect with your audience, and build long-term trust. If you’re considering a brand refresh or need graphic design support in creating cohesive designs that reflect your business, visit craftypenguin.co.uk  to find out how I can help. Louise Cranstone-Spooner

Starting a career in graphic design can be incredibly rewarding, especially if you have a passion for creativity, problem-solving, and visual storytelling. As a graphic designer with years of experience in branding, illustration, and digital design, I understand the challenges and opportunities that come with breaking into the industry. If you're eager to learn how to start your journey as a graphic designer, here are some practical steps to help you get started. 1. Develop Your Core Graphic Design Skills Graphic design is a balance of creativity and technical skills. To build a solid foundation, start by mastering key design principles, including: Typography : Learn how to use fonts effectively. Colour theory : Understand colour psychology and palettes. Layout and composition : Organise design elements for visual harmony. Visual hierarchy : Guide viewers' attention to the most important parts of your design. Branding principles : Create designs that are consistent with brand identity. There are many online resources available for learning these concepts, from free tutorials on YouTube to more in-depth courses on platforms like Skillshare, Udemy, and LinkedIn Learning. These resources will help you grasp the essential skills needed for any design project. 2. Master Graphic Design Software To bring your ideas to life, you'll need to become proficient in design software. The most widely used tools in the graphic design industry is Adobe Creative Suite  (Photoshop, Illustrator, and InDesign). Learning these tools will enable you to create everything from digital illustrations to branding elements, such as logos and marketing materials. Additionally, experiment with other design tools, such as Canva , for quick designs. By mastering these tools, you will be ready to tackle a variety of design projects. 3. Build a Strong Online Portfolio A portfolio is an essential tool for showcasing your design skills and attracting potential clients. Your portfolio should highlight your strengths and include a range of projects that demonstrate your versatility. On my portfolio  page at craftypenguin.co.uk/portfolio , I feature examples of my work, from branding and digital illustrations to custom designs for businesses. For example, my work with Get Lucky Apparel  involved designing engaging visual content that reflected the brand’s personality, while my projects for One Stitches Three  and the Bakewell Old House Museum  showcased my ability to create promotional materials tailored for different industries. These projects allowed me to apply both my marketing knowledge and design skills to achieve impactful results. You can also showcase your work on your own website or online portfolio  to further expand your reach and connect with potential clients or collaborators. 4. Gain Real-World Experience To gain practical experience, start with freelance projects, internships, or even personal creative ventures. By combining design knowledge with business expertise, Crafty Penguin  offers custom-designed products like printed mugs, stickers, and personalised gifts. These projects not only helped me refine my design skills but also provided valuable client interactions that allowed me to grow my business and improve my portfolio. 5. Understand the Business Side of Graphic Design Success in graphic design isn’t just about creativity, it’s also about effectively managing projects, communicating with clients, and setting fair prices for your work. Learn how to quote, invoice, and manage design projects so that you can run your design business smoothly and maintain strong relationships with your clients. 6. Network and Promote Yourself Building connections within the design community and promoting your work online can open up new opportunities. Attend design events, engage with designers on social media platforms, and make sure to showcase your work on your own website . LinkedIn  is also a great platform for sharing your journey and connecting with potential clients or employers. 7. Stay Committed to Continuous Learning The world of graphic design is always evolving. To remain competitive, it's crucial to stay up to date with the latest trends, software updates, and design techniques. I continually enhance my skills by attending industry events, completing online courses, and experimenting with new tools to ensure that my designs remain fresh, creative, and relevant. Final Thoughts: Starting Your Career in Graphic Design Becoming a successful graphic designer requires dedication, creativity, and persistence. By mastering the fundamentals, building a strong portfolio, gaining hands-on experience, and staying on top of industry trends, you can carve out a fulfilling career in graphic design. If you'd like to see examples of my work or collaborate on a design project, visit my portfolio at craftypenguin.co.uk/portfolio . Starting your journey as a graphic designer can feel overwhelming, but with determination and the right approach, you'll find success. Best of luck in your creative journey. Louise Cranstone-Spooner

Discovering the Power of Storytelling Recently, I picked up a book that’s had a big impact on how I think about branding and connection, How Your Story Sets You Free  by Heather Box  and Julian Mocine-McQueen . As someone working across marketing and design, it struck a real chord with me. What stood out most was this: storytelling isn’t just about sharing what you do, it’s about sharing who you are . This is something I’ve been looking into more with Crafty Penguin and in how I show up online, especially on LinkedIn and here on my website. Why Storytelling Matters in Marketing and Branding In today’s digital world, we're surrounded by content. But it's the real stories  that cut through the noise. Storytelling builds trust, creates emotional connection, and helps people remember who you are. When I started sharing more about my own journey, my challenges, growth, and the things that inspire my creative work, I noticed people responded. It reminded me that: People relate to vulnerability more than perfection. Authentic stories make brands feel human. Your personal story sets the tone for your business values. Key Elements of an Effective Story If you're trying to build a personal brand, or just connect more meaningfully with your audience, your story is your most powerful tool. Here are four storytelling elements that I’ve found most impactful: 1. Your ‘Why’ Why do you do what you do? What motivates you each day? Your purpose matters. 2. Turning Points What moments have shaped who you are? These could be career changes, lessons learned, or even struggles you’ve overcome. 3. Values What do you stand for? These values should guide your tone, your decisions, and how you present your brand online. 4. Voice Your voice is how your personality comes through. Whether you’re bold, calm, friendly or professional, consistency is key. My Personal Marketing and Design Journey For those who don’t know me yet, I’m Louise, and I run Crafty Penguin, a creative business that blends graphic design with strategic marketing. Over the past few years, I’ve invested in growing both my business and personal brand. Along the way, I’ve been learning to share my journey more openly. From new courses I’ve taken, to lessons I’ve learned in building Crafty Penguin, every chapter adds something to my story. And that’s exactly why I’ve started sharing more on LinkedIn  and here on my site, because behind every brand is a real person with a real journey. Why You Should Start Sharing Your Story If you’re working in marketing, design, or any creative field, your personal brand is one of your most valuable assets. And building it starts with showing up as you . When you share your story, you: Set yourself apart from others Show your values and personality Attract the right clients, opportunities, or connections The truth is— your story is more than content, it’s your brand advantage . Start Where You Are You don’t need to have it all figured out. I didn’t either. But starting with where you are right now can be powerful. You never know who you might inspire. So here’s my challenge to you: Think of one moment that shaped your creative or career journey. Share it on LinkedIn. Add it to your website bio. Or even jot it down privately to reflect on later. The more we own and share our stories, the more freedom and clarity we gain. Final Thoughts How Your Story Sets You Free  reminded me that storytelling isn’t just a marketing strategy, it’s a personal growth tool. It brings authenticity into everything you create, and that’s what makes brands stand out. If you’d like to follow along as I continue to grow in marketing and design, keep checking back here or follow me on LinkedIn . You’ll find more insights, resources, and behind-the-scenes moments from my journey. Let’s keep building brands that are real, bold, and human, starting with your story. Louise Cranstone-Spooner