To the casual observer, branding and marketing may appear to be the same. They're both inherently mysterious disciplines - branding is often described as a 'dark art'. They also have similar aims and goals, namely to aid the selling of a product or service. They both naturally lead to assisting sales (though I'll leave sales [...]
When it comes to a brand, most people think of the visual identity first - and in most cases, the logo. Although it's true that there is much, much more to a brand, there is no denying that good visuals are one of the most appealing aspects of a brand. So why, oh why, do [...]
I've not been subtle in my assertions that branding is a journey, not a destination. And while it's important to keep exploring, you shouldn't forget to look back on your progress from time to time. Taking in what successes - and failures - you've had is crucial to your continued brand development and alignment. This [...]
It's not what you say - it's how you say it. I know, it's pretty cliché, but it's true. Especially when it comes to your brand voice. The voice is your herald, it announces your arrival. It has the power to inspire or extinguish, to praise or belittle. To create or destroy. It can [...]
Across this blog, I frequently write about the importance of branding your own business, but there’s something else that a great brand strategist can offer - partnership. To partner with a brand strategist is to open up a world of opportunity for yourself and your clients, that doesn't just end at your visual identity. [...]
I feel like this one needs to be said in a slightly more direct manner than usual. Changing your logo is not a rebrand. Glad I got that off my chest. Thanks for coming to my Ted Talk. Oh, you wanted more? Well, I guess I could delve a little deeper. Why are you [...]
Brand loyalty refers to positive emotions that consumers associate with a brand. It is a measurement of how likely customers are to return, despite competitor's efforts. The concept is nothing new but is becoming ever more important as clients have more choice. It's a constant struggle between brands, hoping to lure new customers while retaining [...]
An adventurer is often propelled into action by their quest. Whether it's destroying a magic ring, slaying a timeless evil or relieving a besieged village, the quest is what gives the hero drive. Quests and missions are drivers of purpose and great acts of heroism. They are the call to adventure, and are surprisingly common [...]
Two generals are sent to lay siege to enemy castles. The first is sent with elite warriors. The second has a less experienced force. They must complete their task in a month. The first general leaves immediately. They attack the castle in a brutal frontal assault. The fighting is fierce and intense. Within a [...]
On your adventure, you come across a village under siege from bandits. You have your own mission, but without aid, the villagers will surely lose their harvest - or worse. Do you turn and leave them to their plight, or step in and help? Empathy is the skill that allows us to see the [...]
