Articles, guides and videos on brand strategy, identity and the decisions behind them.
The questions worth asking in a brand diagnostic survey - to customers, to your own team and to partners - and how to turn the answers into decisions.
Four texts that are often confused. What a positioning statement, a value proposition, a tagline and a mission statement each do - and in which order to write them.
Working in several European markets tests a brand's consistency. How to decide what stays fixed and what adapts to each language and culture.
A practical guide to rolling out a new or updated brand: inventory, priorities, suppliers, internal launch and what to check after go-live.
A good brief saves weeks. What to prepare before your first conversation with a brand consultancy, and what you do not need to have yet.
A new logo is the most visible part of a brand, but it is the last decision in a long chain. Why brand strategy has to come before visual identity.
A step-by-step guide to writing a brand positioning statement your team can use: the questions to answer, a simple template, examples and how to test the result.
A new brand is at its most consistent on launch day. What happens in the months after decides whether it stays that way.
Launching every service at once can dilute a new umbrella brand. Starting with one focused offer and growing from there often builds trust faster.
When there is no category to belong to, a new brand has to explain what it is and why it matters at the same time. Lessons on positioning a brand in a new category.
For companies with decades in the market, trust is the most valuable part of the brand. The challenge of a rebrand is to update everything around it without losing it.
A practical brand audit checklist: twenty questions across strategy, audience, identity and touchpoints, a simple scorecard and how to run it with your team before you decide on a rebrand.
Design is the visible part of a brand. The decisions that make it work are taken earlier. This is what a good Brand Diagnosis - or brand audit and assessment - should leave on the table.
Not every brand that feels tired needs a rebrand. Four questions help you tell a brand refresh from a full change of direction - and avoid paying for the wrong one.
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