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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...
How to use all five senses in branding
Branding, as we've said a thousand times before, is all about consistency and cohesion. The goal is to develop a distinct presence or personality that your audience recognizes even before they see your name or logo. And to do that, you have to do more than just...
Building Company Culture: Your brand’s way of life
Brand Strategy is a tool that you can apply throughout your business, in all your actions, processes and communications. That's why we urge entrepreneurs to start developing their Brand Strategy before they create a logo and a website, before they set up their office,...
Brand Strategy Review
It's that time of year! Goal setting and resolution writing as far as you can see. When it comes to Brand Strategy your first goal should actually be: having one. If you're already ahead of the crowd with a proper brand strategy in place, then you still need to review...
Branding Archetypes: Brand Persona vs Audience Persona
When our clients learn about how we use archetypal psychology to guide the development of their brand persona, they often get pretty excited. Usually, they're at least somewhat familiar with Carl Jung and his concept of archetypes. But before we can jump into creating...