The brand designer helping to create a new image for Leeds

“WE listen to our clients, understand what their challenges are, and look into trends and insights to make sure their branding is unique,” said Sarah Dear, managing partner of Leeds brand consultany Elmwood.

And she will be bringing this approach to her new role on the board of the Leeds Business Improvement District, announced earlier this month.

Ms Dear has spearheaded Elmwood’s expansion globally, and has worked in the business for over 20 years . Launched in 1977, the firm has managed to stay a solidly Yorkshire business, but now has studios and offices in locations including London, New York, Melbourne, Singapore and Hong Kong.

The firm employs 150 people globally and has a turnover of more than £10m.

“Since the beginning we’ve been growing and building.” Ms Dear said. “Now we’re a global business with studios in six locations.”

With a hands-on approach to customers, Ms Dear said: “We do a full audit of businesses and what they need, including relevant trend and customer research, and once we have that immersion work down, we’ll hold a workshop with them to identify their unique point of view.

“Companies need to differentiate themselves. It’s not about what they do, but the way people feel about them as a company. We go through the whole business and bring their unique point of view to life.”

Elmwood’s formula clearly works, as it counts both big and small brands, from retailers, corporates, the oil and gas industries to the BBC as its clients and has worked with regional success stories such as Heck sausages.

“The key point is that whoever we work with, values their brand,” she said. “If you have a point of view you need to tell that story.”

“You can always find something that makes your company different. It has to be in line with product and also be authentic and real.”

The Leeds BID will be benefiting from Ms Dear’s knowledge of the sector and the extensive experience of branding.

Ms Dear agreed with BID chief executive Andrew Cooper’s assertion that Leeds was “late to the table” in bringing the BID in, but she said, “Now people are on board with it. The effect of big events and developments such as HS2, and the ability to see how other BIDs have impacted on other cities has changed people’s opinions. They’ve changed some small and some big things, and have had a positive impact on their area, as the BID will have on Leeds and the surrounding areas

“There were things from other BIDs that were lovely ideas but we’ve got to think about what Leeds’ story is, and what we want Leeds to be famous for. It can’t just be cobbled together, it has to add up to a bigger story.

“I’m approaching it the same way as a job, asking what do we want Leeds to be famous for? Why are we telling people to come here, to invest here, come to college, or as tourists? Why Leeds rather than anywhere else? And to be clear about that message.

“It would be nice to have something as a city to make us stand out. Like how Newcastle and the North East is associated with the Angel of the North. Something that ties it together and provides a sense of what city might be like, though not necessarily a piece of art.

“I’d personally love to redo the station, I don’t think it’s representative of what the city is, and it’s the first impression they see when we’re there, but there’s so much legacy associated with it, we’ll see!”