What are brand archetypes and why do they matter?
In the dynamic world of marketing, understanding the power of brand archetypes has become a must for savvy marketing managers and business owners. These archetypes have their roots in the fascinating theories of Carl Jung, a Swiss psychiatrist who rocked the psychology world back in the early 1900s. Born on July 26, 1875, Jung’s ideas […]
Freelance brand designer: how to choose one
Get expert guidance on choosing a freelance brand designer. Learn the key factors to consider for a successful selection. Start your search now!
The components of a professional brand strategy
As a business owner, I understand the importance of a solid brand strategy in today’s competitive market. Building a professional brand (and if you’re unsure what this term means, may I suggest you read my article ‘What is a brand?‘) goes beyond just creating a memorable logo or catchy slogan. It requires careful consideration of […]
How does branding influence price?
Have you ever wondered why Ferrari can co-exist in the same marketplace as Ford? They both sell four-wheeled engine-powered vehicles. Both their products can drive on the same roads as each other and are subject to the same speed restrictions. Both companies are trying to build the best vehicles they can (after all, who would […]
Is a brand just a logo?
Before you read any further, it is important to understand one critical thing – a brand is most definitely NOT a logo. A logo is a single part of your brand. It is an important part, yes, but a part nonetheless. There are many additional parts that are required to create a solid, effective brand. What […]
Brand positioning: Why ignoring customers can help your business
Despite its critical role, marketing is regularly thought of as the ‘fluff’ around a business. A necessary evil that gets in the way of the things that really matter, like making money. As an experienced marketing professional, I can happily say that it is often with very good reason. All too often businesses get sucked […]
What is a brand?
In today’s competitive business landscape, attracting and retaining customers is crucial for success and growth. Customers have a myriad of options to choose from, but they don’t have the time or inclination to try them all. So, how do they make their decisions? They narrow down their options based on the type of value that […]
How to avoid the commoditisation trap
As a business owner, are you constantly finding yourself caught in a price war, competing solely on the basis of cost? If that’s the case, the problem might not lie in the value you offer, but rather in how effectively you communicate that value to your customers. When customers cannot distinguish your value from that […]
Why B2B selling relies on emotion
Have you ever made a decision on somewhere to eat just because it ‘looked’ or ‘felt’ right, despite the fact you’ve never eaten there before? If so, you’ve made a purchase decision based on ‘brand’. Businesses buy from other businesses using the same principles. The problem is, so many businesses struggle to achieve any kind […]
12 reasons to undertake a rebrand
A strategically-led rebrand can and should have a significant impact on the overall success of your business. Here are some of the major benefits you can expect to see from investing in rebranding. Define your value propositionBy gaining the ability to articulate the fundamental reason why your business matters. Increased profitabilityBy raising the perceived value […]