The Blog
search the blog
subscribe
Feminine vs Masculine in Brand Strategy
When it comes to crafting a powerful and memorable Brand Persona, there's a wide array of factors to consider. Of course, you need to understand the psychology of your audience and know what they are looking for. You have to study your competition to see what's...
Reigning with a Ruler Brand
It's hard to imagine a fairy tale without a king, a corporation without a CEO, or a powerful family without its patriarch. It's an archetypal projection we all recognize and understand. The Ruler is a symbol of order, status and success. Every organization, whether it...
Beware of Brand Fail: Greenwashing
Branding goes far beyond simply presenting your goods and services in the best possible light. It's way more than just an impressive list of features and benefits. Those descriptions may appeal to people's rational thinking sides, but the truth is that people make...
How to be consistent on social media
Brand Strategy can feel like a pretty abstract concept for a lot of people. Crafting your Brand Persona, refining your Brand Voice, and managing your reputation, it's all a bit difficult to put your finger on. And most business owners wouldn't point to these areas as...
Differentiating through brand essence and values
Standing out in a crowded marketplace, it's one of the greatest challenges in the modern landscape of information overload. How do you cut through all that noise and interference to ensure that your voice is heard? This is nothing less than the Holy Grail of marketing...
Channeling the Sage Archetype: Wise branding
Would you take advice from just anyone, or would you rather listen to a voice that you know and trust? That's what effective branding is all about, casting your business as a personality that's friendly and familiar. And the best way we know how to do that is through...
Brand Architecture: Managing Multiple Brands
We love doing Brand Strategy with small businesses. There's so much flexibility and maneuverability. It's like driving a little sports car, as opposed to managing a corporate brand, which can feel like operating an aircraft carrier. But we're also happy to watch as...
Ethical Marketing: Persuasion or manipulation
There comes a time in the life of every great adman or marketing strategist, when a shadow of doubt leans in, and they have to question the dignity of their profession. Of course, it’s not unique to advertising. Anyone engaged in law, politics, or even the arts, will...
Brand Strategy: Frill or Foundation?
Has this ever happened to you? Your assistant is putting together some posts to share on social media, and they ask you something like, "Hey, where's the latest version of our logo? Didn't we change that circle to an oval? And what font are we supposed to use again?"...
Challenges we solve with Brand Strategy
Running a business is exciting. It's also challenging. You provide goods and services that you love and believe in. But when it comes to managing the business side, it can feel like a lot of guesswork. Removing that guesswork is a huge part of what we can do with a...
Internal Branding and Brand Authenticity
The most common misconception we encounter, when we talk about Branding, is that people think Branding is just a synonym for Marketing. True enough, these concepts are related, and people are free to use the terms in different ways. But Branding, to us, is something...
Business Brands vs Personal Brands
As a self-employed entrepreneur, it's not always easy to draw a clear line between the personal and the professional. Your own personality can have a significant impact on the look and feel of your business, and your business might equally exert an influence over your...