Brand positioning is the component of brand strategy that you probably hear most about, yet many haven’t quite grasped its true definition or potential. Most consider it is a company’s position within a marketplace, when in fact the true power lies in how you position you have in the hearts
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
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
When it comes to hiring a consultancy, it’s crucial to approach the process in the right way to ensure you get the best results. The days of expecting free pitches from design consultancies are over and it’s essential for all involved to understand why this is beneficial. This guide will
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
Living Life 2.0: How brands can help consumers squeeze the most out of life, was one of the Festival of Marketing’s insightful sessions revealing exclusive consumer research from the Evening Standard, that lifted the lid on this forward-thinking, influential set of consumers who “want to squeeze every last drop of enjoyment out
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
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
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
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
The masses don’t come up with innovative ideas, individuals do, so why do we let the opinion of others influence the outcome of our vision? As designers, we thrive on feedback. We regularly question our original vision based on what other people think, and quite often those people are not
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
