Branding

A brand strategy should answer a fairly demanding question: when people encounter your company across sales, marketing, product, events, presentations, and customer experience, what should they consistently understand and remember about you? That question reaches much further than a logo or brand guideline. The American Marketing Association defines a brand as a distinctive feature such […]

When you compare your current homepage to the latest sales deck, proposal, LinkedIn campaign, and webinar recording. You may find three shades of blue, two logo lockups, four headline styles, and product screenshots from different releases. Each choice probably made sense when it was made. Seen together, the brand has been changing one file at

Brand architecture is the way a company organizes its parent brand, products, services, sub-brands, divisions, and acquired brands. It shows what belongs together, what needs separation, and what should stop pretending to be a brand. The Brand Consultancy describes brand architecture as the structure that helps audiences understand relationships across brands, sub-brands, and products. For

Open a company’s shared drive and you may find several logo versions, old presentation templates, conflicting color values, and folders with names such as “Final,” “Final 2,” and “Latest.” A salesperson preparing a deck cannot tell which template is current. A designer has to ask which logo belongs on a dark background. A video editor

Branding your new business/ launching a new venture is exciting, and a little chaotic. You’re thinking about your offer, your first customers, maybe funding… and then someone asks: “Have you sorted your branding yet?” Most people immediately think logo, colors, and a website. But branding your new business is really about shaping how people feel