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Knowledge and Insights

Articles, opinions, thoughts and advice from the team at Brandality

Brand Strategy

What’s the purpose of brand purpose?

Defining your brand’s purpose, its reason for existing beyond profit, has become a priority for companies worldwide. Research shows that purpose-driven brands achieve better business results, attract talent easier and build trust in the marketplace. But what value does brand purpose really offer in today’s cynical world? Does brand purpose

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Brand Strategy

Unveiling the hidden power of a brand audit [those who know, know]

Today’s busy and rapidly evolving world requires businesses to continually assess and refine their strategies to stay competitive. It also ensures their brand continually connects and resonates with their customers.  This article explores the significance of brand audits, their components and why they are so important when navigating tricky times

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Brand Strategy

Is gendered branding still relevant? [vive la difference!]

Gender stereotyping is alive and well, according to new research from Kantar. Its analysis of advertising creativity and media effectiveness – AdReaction: Getting Gender Right highlights that almost all (99%) of UK ads for laundry products are targeted at women, while 70% of ads for toiletries and food products are

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Brand Design

Packaging design for clicks [and bricks]

Your brand researched brilliantly in focus groups, so why isn’t it flying out of your online store? The answer could be in your packaging design: There’s a big difference between designing for on-shelf – where shoppers get to pick up and closely examine your product, and online – where your

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Brand Architecture

What is Brand Architecture [and how can you benefit from it]

If you’re new to the world of branding, the complex terminology might seem overwhelming at first. Sooner or later, you’ll meet the concept of “brand architecture”. Here’s a guide that explains what brand architecture is, how you can use it and gives a few examples of successful brand architecture. So

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Brand Strategy

Rebranding, avoid the common pitfalls

If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business. Coca-Cola Executive The above statement makes the

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Brand Identity

Tone Deaf: What is tone of voice?

Tone of voice (TOV) is an important part of your brand’s identity: its linguistic identity.  Many business owners find visual identity a bit easier to crack because creating a brand’s logo, website, packaging and marketing materials demand decisions on colour and shapes.   But applying the same attention to what

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Brand Identity

A brand by any other name – brand naming

Creating or rejuvenating a brand is the challenge that launched a thousand tasks. It’s our bread and butter here at Brandality, and we love every part of it, but before we get carried away with colour palettes and typography there’s one crucial factor: the name. A brand name can be

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Brand Identity

When pretty is pretty useless

It’s nice to look nice, but for a brand to succeed it needs more than aesthetics. It’s easy for us designers to get carried away and choose a format and design that will look great, but doesn’t always transpire to be the most effective. Not considering major factors like how

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Brand Transformation

When is the Right Time to Rebrand? 7 Key Points to Consider

When was the last time you updated your brand identity? Or re­designed your website and marketing material? Every year, Graphic Evidence help numerous clients on their rebranding journey. Before we start with the implementation, we always ask them to consider a few facts. Rebranding, for most, is not a small

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Opinion

Brand location, location, location

How impactful is having a geographical reference in a brand name? It’s a question I’m continuously asked, but it’s a good one. Harrogate water, Patagonia clothing, Yorkshire Wensleydale cheese, Yorkshire Tea, Essex Lambrini. Okay, so I made that last one up, but being asked so frequently, I also started to

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Brand Strategy

The fine art of market disruption

Disruption is a term often used in marketing: But what is disruption when it comes to brand marketing and what are the rules, if any, to creating a successful market-disruption strategy without straying from the core brand purpose? Brandality offers insights into how brands can, and should, break the ‘rules’

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Brand Identity

Why So Sans? Why a logo doth not make a brand!

One of the most popular LinkedIn posts I’ve seen recently is how numerous fashion brands have simplified their logos to a basic sans serif font. Surprisingly, this has caused uproar on social media with people furiously displaying their disgust in the comments section. Some of the more publishable comments include…

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Brand Strategy

How to nourish a wellbeing brand

Brandality looks into what it takes for a brand to succeed in the evolving world of wellbeing. A state of being comfortable, healthy, or happy. As well as being the definition of ‘wellbeing’ these are also attributes many brands now strive to embody. According to the recent World Resources Institute

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Opinion

Is the design agency dead?

Let me start by saying that as well as a brand consultant, I consider myself a designer, and have run an agency since 2003. In this time I have seen considerable change in perception towards designers and design agencies in general. As a result, I find myself now asking ‘is

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Guidance

Paws for thought, before you bark up the wrong tree

The £2.6bn UK pet food market is rapidly evolving to meet owners new mindset around what they feed their pets. Brandality takes a closer sniff. Pet food market segmentation according to size and age is well-established, particularly in dog and cat categories. However, as owners increasingly think of pets as

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Brand Optimisation

Brand optimisation: does your brand need a personality shift?

More often than not, the word rebrand sends shudders down the spines of marketing directors and has FDs scrolling to the P&L spreadsheet. However, a dramatic change in brand identity is not always required to make a big difference.   Market and consumer needs change, organisations’ propositions evolve and successive

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