Building your brand is a multi-layered process, comprised of contrasting colours, careful kerning, and of course, captivating content. Yet while much of the focus is placed primarily upon aesthetic aspects, it is vital to remember that when it comes to creating a fully fleshed-out brand identity, the voice is every bit as important as the […]
One of my first logo design projects as a fresh-faced freelancer was for a security company called, ‘Target Investigation and Training Services’ – they needed a logo design quickly. But keen to make a good impression, I made the mistake of starting a logo design with only a basic brief and a rushed conversation from […]
Branding isn’t just for big corporates. In my previous blog article, How can branding help your small business stand out, I discussed the benefits of adopting a strategic approach to branding for small businesses. The lack of funds, time and human resources is a pain for small business owners. This is the exact reason why small businesses […]
Many people think that a “brand” is just a term to categorise particular products or services that companies produce and distribute. And so, not everyone has that particular notion of the term“brand” as a social concept that has emotional and even philosophical elements. The idea of a“brand” as a socially constructed term reflects how people come […]
We are overwhelmed with choices today, suffering from sensory overload. People are looking for simplicity, authenticity and clarity — and your prospective customers will look to someone that talks to them and understands their problem.
The three core elements that successful brands encapsulate and consistently communicate with their target consumer and other stakeholders are referred to as the Three Brand Ps; Promise, Positioning and Performance.
Brand positioning is a combination of both rational and emotional appeals. Although they’re both important elements, we see that the emotional appeal is central to most known brands today – especially for brand positioning and emotional brand loyalty.