Branding is the topic of the articles that you can find in this category. Please do get in touch about your branding concerns. We’d love to work with you, wherever you are in the world.
How Easyjet fails to align its customer service with its brand values First, let’s create context When I was a young brand manager a wise advertising agency planner said “Your relationship with a brand can be described under 1 of 3 headings. You will have”: 😊 Brands of preference 🤔 Brands of indifference and 😶 …
Lessons from Easyjet: align your customer service with your brand values Read More »
What is branding with soul? The idea of ‘soul’ in the concept of branding has been whispering to me for some time… Being human, developing a distinctive brand personality, deepening affinity with clients and being driven by purpose and values lie at the heart of my work with clients. We always start working on your …
Is investment in branding a good idea for your small business? It depends… Last week I had a chat with someone who wants to set up their new business. We talked about what’s involved in their investment from the brand marketing perspective – because I wanted to be realistic – and because they needed to …
The value of your brand values in your brand marketing Your brand distinctiveness is based on two types of value Firstly, the brand value proposition This is a summary of the compelling reasons why clients prefer to buy from your brand. These include: ⭐ Functional benefits (what the brand does) ⭐ Emotional benefits (how …
Managing your brand I’m often asked ‘What’s your advice for managing your brand through change and evolution?’ Well, there’s a long answer 😊 involving research, insights, perceptual maps, audits and reviews, strategy and plans and more – so you do a thorough job on managing your brand through change. And there’s my short mantra 😊 …
Could BLACK be your brand colour? What does black mean to you? Does it signify sophistication and luxury – as used by premium brands like Chanel? Or is it sad and gloomy like Winston Churchill’s ‘Black Dog’ of depression? Shall we go Back to Black and explore what it could mean for your branding? Remember …
Integrity What does integrity mean when it is one of your brand values? I do a lot of work with clients on their brand values which are key to: Defining what your brand stands for Attracting like-minded prospective clients Creating affinity with clients I’ve talked about why your brand values matter and how to get …
What does integrity mean as your choice of brand value? Read More »
Brand affinity Why your brand affinity is vital I’ve started focusing on brand affinity in the last few years because of my mission to make your brand human. This work with clients means that we pay attention to the core intangibles that make your brand behave with humanity, heart and soul. (These core intangibles are, …
Brand alignment How can you tell if your brand is misaligned? Let’s start with the definition of alignment. The New Oxford Dictionary states that the verb ‘align’ means ‘to arrange things in a straight line’ or to put things into ‘correct or appropriate relative positions’. You can ‘align oneself with a person, organisation, or cause’ …
Could BLUE be your brand colour? It’s likely you may be thinking of using blue as one of your core brand colours. Why? Because it’s regarded as the world’s favourite colour, certainly in the west – and is the least disliked colour too. Blue is also seen as the corporate favourite, particularly for men. So …
