Brand awareness has given way to goal accomplishment over the past 20 years. We’ve learned as consumers to find ways to complete objectives and lean less on brand names as signals of quality. When we search, we search for the job to be done and not necessarily a brand name. As of today, Alexa is …

What does ‘Made in Britain’ suggest to you? For many consumers, it suggests craft, style and quality, with perhaps a modest sprinkling of good humour, too. For many British companies, having a Made in Britain label is a key part of their brand identity, helping them sell more products and export into established, new and …

Many people have heard the warnings about not falling in love at first sight. While those warnings are certainly applicable in matters of affection, they are just as, if not more, relevant when assisting a client with the selection of a trademark. The trademark a client chooses will serve as its brand identifier; the symbol, …

As consumers, we tend to be blissfully unaware of how much colour impacts our decision-making and thought process because it plays to our sub-conscious. When looking down the confectionary aisle of the supermarket, you’re likely to see swathes of purple, but do any of us consciously take that in and analyse why that is? Probably …

In this modern socially connected world, brands are more transparent than ever before, whether your company likes it or not. Without doubt, brand identity has been the single most important factor for increasing sales and ensuring growth since the dawn of capitalism. But, a brand is not simply a name, symbol, logo, tagline, audio jingle, …

For organisations looking to withstand the test of time, being led by a purpose is critical to building the brand and ensuring that it delivers on its promises over time. Purpose is also important from an authenticity perspective, including a continuous internal evaluation on whether the brand’s positioning is aligned to purpose. In addition, results …

Every business needs to have a strong brand voice from the outset. It helps to form a concrete vision moving forwards, and keeps all marketing communications – both internally and externally – as consistent as possible. But when we think about the concept of a brand voice, it is typically in a metaphorical, content marketing …

Consistency is key to every successful marketing strategy. Branding is based on developing a specific voice for a company’s external communications, and that voice needs to be consistent across all the marketing channels. Before buying your product, customers will want to understand your company and see what kind of value you provide. If you keep …

Developing a brand identity is a key priority for most businesses. A distinct, recognisable brand is vital for grabbing people’s attention and attracting consumers and clients, and the integrity of a brand needs to be protected from third parties using or exploiting it without permission, which could dilute or damage the brand by association. However, …

Why Would A Brand Have A Personality? It’s a basic question but one which we at agencies that help create brands rarely start by asking. So it is an interesting process to actually consider why brands look to have a personality. In an attempt at answering the question I’ll look at three areas: What do …