What comes to mind when you think of Coca Cola? Apple? IBM? These companies are great examples of now creating a strong brand identity and positioning your brand makes it instantly recognisable around the world. They have done this through…
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There's no question that a strong brand personality is key to creating a successful brand. But what role does brand voice play in developing this personality? And how can you make sure your branding efforts are effective in creating a…
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When it comes to branding, there are two types of businesses: B2B (business-to-business) and B2C (business-to-consumers). But what exactly is the difference? In this blog post, we will explore the world of B2B branding and see why it can be…
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What is your brand worth and how do your customers perceive you? Is your brand seen as generic and cheap or premium and luxurious? How does brand equity fit into this and what does it mean? Brand equity is the value and importance a brand…
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So we know why your company exists – but what can customers expect from you? Why should they buy from you and not a competitor? A brand promise tells your customers just that. It’s a pointed declaration, an unshakeable statement meant…
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Branding involves many moving parts. If one part fails, the perfect veneer of a brand can be ruined and your brand image can be diluted. When Gap rebranded in 2010 – the first after 24 years – they traded their classic,…
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People determine in the span of seconds if they like a brand or not. The Institute of Colour Research found that people make a judgement about an environment or product within 90 seconds of being exposed to it. Liking a brand could…
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When a business knows why it exists, it allows consumers to feel connected to it. Purpose-driven brands are a lot more likely to be positively received than those that just focus on products. A great example is American outdoor clothing…
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In 2008, juggernaut coffee house Starbucks pulled 70 per cent (61 stores in total) of its stores in Australia due to underperformance. How did a giant coffee brand that had succeeded in many other countries struggle to connect with the…
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The sway great brands can hold over people is undeniable: consumers are drawn to brands, see themselves in brands, and sometimes obsess over brands. A compelling, larger-than-life brand has the potential to stand the test of time. Fans of Apple…
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