Why Some Brands Are Remembered and Others Are Forgotten Think about the last time you needed to buy something. Perhaps it was a pair of shoes, a phone, a coffee, a skincare product or a service for your business.How many brands came to mind immediately?You probably didn’t remember every company operating in that category. You remembered a few...

When should a business rebrand?A rebrand is one of the biggest decisions a business can make.It can change how your company / brand looks, how it communicates, how people perceive it and, in some cases, even how the business itself is positioned in the market.But there is one question businesses often ask too late:Do we actually need a rebrand?Sometimes the answer is yes.Sometimes...

Before you decide what your brand should look like, you need to decide what you want it to mean—and where you want it to stand in the customer’s mind.Imagine a business owner approaching a designer and saying:“We need a new logo.”The designer asks:“What kind of logo are you looking for?”The answer is often something like:“Something modern. Premium. Unique. Maybe minimal.”And...

Brand strategy decides what your brand should mean. Brand identity decides how that meaning should be expressed and recognised.One of the most common misunderstandings in branding is treating brand strategy and brand identity as the same thing.They aren’t.A business may have a beautifully designed logo, a sophisticated colour palette and an impressive website, and still have...

A brand is not a logo. It is the meaning people attach to your business. And that meaning has to be built before it can be designed. There is a common misconception in business: when a company decides it needs branding, the first question is often, “What should our logo look like?” Should it be modern? Minimal? Premium? Bold? Elegant? The questions sound creative, but they are...