articles-brandthinking-storytelling.jpg Brand story

Brand storytelling

From a psychological perspective, stories are a fundamental way in which the brain organises information - in a practical and memorable manner. In other words, we are conditioned to processing stories in a natural way that promotional marketing does not achieve.

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Start-up branding

The first essential for any start-up is to create your brand from the outset. Sounds obvious but many businesses choose to focus on selling their product or service and worry about the branding later.

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Brand as the veneer on the surface?

So your brand is not a veneer, it is the heart and soul of your business, understood by your clients and prospects in a way that none of your competitors are perceived. Brands should be built from the bottom up, not added to the business as a bolt-on.

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The thinking has to come first

When you stand back and think about it, being clear on what you want to achieve and how this fits with the rest of your brand strategy is obvious, but too often ignored in the haste to dive into the design and having something tangible created. Haste in branding is dangerous.

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What's the point of B2B branding?

Sales focus leads to a standardised approach like, "we have great quality, service and responsiveness" which may well be true, but it is exactly the same message as every one of your major competitors.

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Brand masterclass - Dove

Unilever brand, Dove demonstrates a mini brand identity masterclass in its men's and women's deodorants, with each one perfectly targeted to its audience, yet still maintaining its overall brand identity. Genius.

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The full identity package, not just a logo

Your logo is not your brand identity, it is just one element of the package which is a complex mix of brand character, colour palette, font, logo, imagery, attitude and positioning, all of which makes up your full brand identity.

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Content is king

If content is king, then distribution is queen. It's not enough to create brilliant content; the content has to be available for people to find. Easily. Social media is one of the platforms by which to spread the message and reach your audience and content and social media go hand-in-hand.