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 [...]
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 [...]
Marketers and designers can sometimes seem at odds to one another. Marketing is perceived as very data driven, all about metrics and performance, whereas design is seen as purely creative and visual. These two camps should be at odds with one another, right? Well, I believe that marketing and design work better together than apart. [...]
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 [...]
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 [...]
One of the things people remember first about a brand is it’s colour choices. In this series of articles, I’ll be looking at what each colour says about a brand, how it makes people react and what messages it sends. This article looks at the colour purple and the brand messages it promotes. Purple [...]
One of the things people remember first about a brand is it’s colour choices. In this series of articles, we’ll be looking at what each colour says about a brand, how it makes people react and what messages it sends. This article looks at the colour green and the brand messages it promotes. Green is a secondary colour, the [...]
When it comes to creating, maintaining and growing your brand, it’s important to understand what personality it has. Like people, brands have personalities that influence how they connect with an audience. People respond better to brands speaking their language, and having an archetype can help you find that voice easier. Brand personalities are great because [...]
Deciding to step out on your brand journey is only the first step, and doing so without direction can leave even the most seasoned adventurer lost in the wilderness. Branding can in some ways be like hiking - it's easy to get out and start, but without direction you can end up lost and [...]
One of the things people remember first about a brand is it's colour choices. In this series of articles, we'll be looking at what each colour says about a brand, how it makes people react and what message it sends. This article looks at the colour orange and the brand messages it promotes. Orange [...]
