What changed?
The most useful first conversation
usually starts with
what has happened in the business that may warrant a rebrand.
You do not need a finished brief.
In fact, an unfinished one can be more
useful.
A good conversation is usually enough to work out
whether there is a
branding problem worth solving.
Branding Articles
What is branding — and what is it actually for?
Beyond the logo: what branding changes, connects and clarifies.
→What kind of character does your brand have?
A useful way to think about the personality people experience.
→Brand touchpoints: where your brand actually happens
The places where people actually experience your brand.
→What makes brand communication credible?
Why people believe some claims and not others.
→Choosing a domain name
Branding decisions that begin before the website does.
→Marketing Thinking
Marketing, communications, advertising and publicity
Where each discipline starts, stops and overlaps.
→How the 7Ps of marketing shape your brand
Why the commercial mix affects far more than the marketing plan.
→Beyond the 7Ps
Other marketing decisions that quietly shape the brand.
→Why most advertising tries to say too much
Paid attention is wasted when every message is treated as equally important.
→Social media is a channel. It is not a strategy.
Being active online is not the same as knowing why you are there.
→Your UX is part of your brand
Every unnecessary obstacle says something about the organisation behind it.
→The Fred Test
Meet Fred
The least helpful member of your audience can be your most useful test.
→Copywriting
Does the language communicate before it starts trying to impress?
→Legibility
Can people comfortably read what you have designed?
→Concept
Would the idea still work if nobody explained it first?
→Contrast
Does essential information survive imperfect viewing conditions?
→Device
Does the experience still work away from the equipment it was created on?
→