Branding DNA with Anna Cowie

Here at the NZBWN, we have been busy talking the steps towards formalising the structure of the network and evolving our Brand. In doing so we are discovering our unique DNA...

1. Taking a Journey with Anna 

One of our network members Anna Cowie of The Pixel Pusher Ltd, established her Brand DNA system to help companies create and evolve their brands.

“It’s about finding that nugget, that something unique that speaks to your audiences. To stand out from the chaos, you need to communicate a brand message in simple, clear elements.” By delving into your brand’s DNA, you reap a design blueprint to match the look and feel of your products to your brand’s attributes. You can then start to influence how your brand is perceived.

2. Most popular product/service

Their most valuable and popular service is Branding DNA. Driven by imagination and the client’s brief, they deliver innovative products such as web design, packaging, marketing materials, logos and corporate identity. The client then has a design blueprint as a plan to evolve their brand.

3. Encouraged to start her own business

When Anna left her native New Zealand for the UK fourteen years ago, her father (a successful business entrepreneur and leading international cricket umpire/umpires manager) gave her some reading for the plane trip: Robert Kiyosaki’s Rich Dad Poor Dad. It is a modern-day classic guide to gaining financial independence and avoid being ‘just an employee’. It gave her a roadmap and underpinned her tendency to think outside the box, while developing an entrepreneurial spirit.

4. Networking to grow a business

Arriving in the UK in 2002 Anna didn’t have a network in the UK like the one she had at home in NZ, she knew she had to work hard to build one. Anna now calls herself a ‘Serial Networker’ and has joined all the different networking groups from the 7AM morning breakfast meetings once a week, to monthly meet ups over coffees. Her advice is to always be present and always turn up - you never know where a conversation will take you. A design job for a jewellery company led her to a referral that landed her a job working on the Corporate website for Eco-Age Consultancy owned by Livia Firth (the Actor, Colin Firth’s wife).

Anna suggests you should stay active in the groups you join and keep attending events. A good way to follow up after meeting someone at an event is to organise a One to One ("1-2-1"). Anna became the 1-2-1 coordinator for the Athena Group she belonged to and sent out a social media newsletter showcasing great places around London to meet for 1-2-1’s. Another of Anna’s networking tips, is to always ask for the person you would like to connect with. Add this sentence to your elevator pitch “A good connection for me is...” Be specific. It will spark a thought and connect you to some amazing people. Anna always asks for a connection to anyone in related businesses from Photographers, Copywriters, Web coders & Marketing and Sales consultants. If you know someone in these fields let them know Anna would love to meet for a coffee.

5. What makes a customer unique/special?

The Pixel Pusher Ltd loves working with customers who are driven to succeed. They work with clients that want to create unique lead brands and understand the value branding can have on a business growth. Clients come to them not only for their graphic design services, but also their ability to collaborate as an integral partner to their business growth and evolution.

6. Career threads

Anna has experienced some amazing career highlights including flying out to Dubai for the branding of the Emirates Airlines head offices – winning her ‘Freelancer of the Year’ amongst design and advertising recruitment businesses. At one point you could walk into a Virgin Megastore and credit the day-to-day design and evolution of the branding within the stores to Anna’s creative talent.

Together, Anna and Spencer (her partner in work as well as life) worked on the “Turn Camden On” revamp for Camden Town, which led to a project for Croydon, creating infographics and branding documents for the town’s development plans.

More recently The Pixel Pusher Ltd helped Jane Michell, to launch Jane Plan diet delivery, with her vibrant and unique packaging designs and illustrations. In Jane’s words: “...They were absolutely fantastic. Their creativity speaks for itself, their keen eye and attention to detail are incredible and their ability to completely understand the brand is spot on!” 

7. Can you tell us about your latest project?

Indie publishing has dropped its stigma now that authors collaborate with professionals for editing and cover design. It’s a booming market with the rise of e-readers and ease of production. The Pixel Pusher are currently working with indie authors such as Lizzie Harwood who writes in multiple genres: contemporary fiction and memoir with a suspense series. Her brand DNA is that her books keep you reading until late and feature strong female protagonists. Lizzie says “working with The Pixel Pusher has been a wonderful collaboration I will continue with future book covers and brand materials. I needed professionals who care enough to do their best work on an indie budget. The Pixel Pusher Ltd over deliver!”

8. Discovering her niche

Anna’s found her niche in the NZ Business Women’s Network. Her personal DNA, along with her career story, link her explicitly to the businesses in the network and put her in a perfect position to journey with you to discover your Brand DNA and fulfil your branding and marketing wishes.

9. Expert Advice

Anna’s advice: “Start brave and brash, you can always make things more conservative, but it’s very hard to make things more radical. Risk everything, simplify and be authentic”. She adds, “A client’s success is my success”.