How to Build Your Brand?

Talking Branding and Starting a Business with Chiho Tang


How to build your brand?  Discover how to use branding in your business, and learn how to make the best possible use of the creative process, through the expertise of Oranga Creative’s Chiho Tang.

During a visit to the ProfileTree studio, Chiho talked design, the importance of brand and much more.


Chiho has grown his working knowledge over 15 years, starting out as an in-house designer and building his career to the point where he could consider setting up his own business.

Why did Chiho decide to leave salaried work and how did he find setting out as his own boss?

“I just thought I was young enough to take the risk, because if I blew it and had to redo it I would’ve been able go into employment again.

“I thought ‘if I don’t do this now, I might not ever do it’.”

Chiho outlined the services offered by his company.

“We do any type of design. I’ve always said ‘if you’re a designer, you’re a designer’ as you can design with a spoon if you have to, you don’t need fancy software or computers.

“The maddest brief I’ve ever had was ‘can you design a bus wrap’? I’d never wrapped a bus before so my spec was ‘the size of a bus and make it stand out’.

“I came up with a concept that the client liked, her boss liked and the CEO liked as well. We went live within four days.

“We’ve always said ‘give us a challenge and we’ll see what we can do’.”

In the early days of the business, the process of branding the fledgling Oranga Creative business was a challenge for Chiho.

“It’s like naming your own baby, you constantly pick a name and then think ‘I don’t like it’ or ‘I’ve heard that name before’. It took us a very long time.

“A few people thought it was funny to take the mickey out of my own surname so the name Oranga Tang came along. The trouble was that people can’t spell it properly so I shortened it to Oranga.

“I would say there’s a lot of myself in the brand, my brand is big and bold and has a bit of a fun to it.”

Chico reflected on the importance of design, particularly brand and personal brand, for businesses.

“A lot of people don’t really understand what branding really is.

“Branding is not just a logo, it’s how people perceive you straight away. It’s how you present yourself, it could be your colour and it could be your personality.

“For example, a few years ago Nike had an issue with mass-production of their clothes in sweatshops. When people say something is bad for your brand they don’t mean you’re breaking your logo, they mean you’re doing something people would see as a bad thing.

“It’s how you portray yourself and how people see you as a company.

“So, brand is very important. For instance, people will see me and if they don’t like me they will see me as a bad brand and won’t want to use my ideas or concepts. If they see me as a friendly person they’ll think ‘this person has a good brand’.”

Are there common mistakes in how companies develop and use their brand?

“I think the main mistake is not being proud of your own brand and not seeing how you want people to see you in that brand.

“For instance, if you’re a painter and decorator and you turn up to someone’s house in a rusty van people will say ‘I don’t think I want him in my house’ so you have already given yourself a bad brand.

“I think the most important thing about brand is to think about how you want people to see you.

“If you want people to see you as professional then your brand has to say professional, if you want people to see you as a fun-loving company then you want a brand that says the same thing.”

What does the creative process look like when a client comes to Oranga Creative for help with their brand?

“Research is the most important thing, not just for us but for the client as well.

“One of our most frustrating things is when we say to a client ‘what does your competitor do?’ or ‘what way do you see yourself?’ and they say ‘I don’t know, I just want a logo’.

“That’s not brand, that’s just a pretty logo.

“You need to say ‘here’s what our competitors are doing, we want to go against them’ or ‘these are the same people who have the same values as us, we want to show that we have the same values’.

“It’s not copying, we just want to know what’s in your mind. When you’re designing, for 90% of it you’re trying to pick what’s in the person’s mind.”

To discover more expert insights from Chiho, including his thoughts on the creative process and much more, explore our full interview.


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