Building brand recognition as a boutique design studio is an uphill battle, one that’s been at the centre of my experience running Blue Alchemy Labs. Coming from a theatre background and moving into themed attraction and immersive experience design, I’ve seen first-hand how reputation shapes opportunity. In this industry, the biggest projects often go to the most recognisable names, regardless of the creativity or technical merit behind a proposal.

For small studios like mine, the lack of brand recognition isn’t just a marketing hurdle, it’s a real business constraint. There have been times when we’ve crafted proposals that were, by all measures, stronger and more innovative than those of larger competitors. Yet, the comfort and familiarity of a big brand often tip the scales in their favour. It’s a reality that can be frustrating, especially when you know you’re capable of delivering world-class results.

Word of mouth has been our greatest ally. Every new project that’s come through a personal recommendation has brought with it a level of trust and credibility that’s hard to manufacture through traditional advertising. But there’s a flip side: relying on referrals means the flow of new work is unpredictable. Some months bring a flurry of inquiries, others are quieter. Growth, in this model, can be slow and inconsistent especially when you’re aiming to move from a paycheque-to-paycheque existence to a more stable, scalable business.

What’s become clear over time is that brand matters, even for niche experts. Clients, especially those investing in high-value or high-profile projects, want reassurance. They look for signals of stability, experience, and recognition. Sometimes, the perception of being a “known entity” matters more than actual capability. This affects everything from pricing power to the ability to attract top-tier collaborators and partners.

With limited resources, building brand recognition has to be a deliberate, ongoing effort. For Blue Alchemy Labs, this means carving out time every week to share insights and project stories on LinkedIn and our blog. It means highlighting not just what we can do, but the real outcomes we’ve delivered, letting results speak louder than capability statements. We’re also focusing on industry engagement: attending global conferences, contributing to discussions, and collaborating with other creative professionals whenever possible. Even something as simple as collecting a few lines of feedback from a happy client can go a long way in building credibility.

There’s no quick fix. Brand recognition is built gradually, through consistent action and authentic storytelling. It’s a work in progress and, honestly, it can feel like a grind at times. But every connection made, every story shared, and every successful project delivered is a step forward.

If you’re also running a boutique studio or freelancing in a crowded field, you’re not alone in this challenge. I’d be interested to hear what’s worked for you or what you’re still figuring out. Sometimes the best ideas come from sharing the struggle.