The brand growth dilemma: To rebrand or refresh?

The brand growth dilemma: To rebrand or refresh?

Are you feeling that your brand growth is stagnating? Your audience aren’t engaging with it as much as they used to? You feel a slight cringe when you look at your outdated logo? Maybe you’ve been going a little while and now evolving into a different direction that your current brand doesn’t reflect...

Whatever the reason - you’re feeling that itch for change.

WHAT TO DO?!! Where do you start?! Which approach is best for my business?
This week we explore the options of refreshing vs rebranding your business.

The Power of Series: Global Design

The Power of Series: Global Design

This week, we turn our attention outwards – to the global design community and designing across borders.

We hear from integrated designer, James Dutaillis, of Filter Group. Based in Sydney, Australia, James has worked on projects across the world, from experiential, branding and integrated design.

I asked him some questions about his experiences, what’s his learnt from working in different markets and how it’s impacted his work.

7 top tips for effective brand management

7 top tips for effective brand management

So – you’ve gone to all the trouble of defining your brand strategy, built a beautiful branding identity and got your channels to market sorted.

You’re out there, doing your thing with a brand you love – you’ve created one of your biggest assets, your brand.

From websites and social media to employee engagement and communications, these factors and increasingly more, dictate how your brand is perceived by your customers.

What’s next?

Here are 7 tips for effective brand management to help with all these things and stay ahead of the competition…

The Power of Series: Copywriting that converts

The Power of Series: Copywriting that converts

OK, I admit it. I’m no copywriter. I can come up with a great strategy and visualise your business vision, but when it comes to words – they scare me all too often.

Cate Butler Ross – a copy and communications coach for entrepreneurs, helped me transform my website copy, find my voice and helped me be more relaxed in how and what I wrote.

Here she writes about her secrets for writing copy that converts as part of the Power of Series.

Why is brand consistency so important? 5 reasons why brand guidelines are useful

Why is brand consistency so important? 5 reasons why brand guidelines are useful

A successful brand helps to communicate what your core product is, what sets you aside from your competition and should be applied consistently across everything you do. 

This is where guidelines are key to helping maintain a consistent visual message, each time: now you’ve invested in getting it right, it needs to be on point every time!

Brand guidelines define how all the wonderful creative elements that make up your brand identity system are used and fundamentally frames how your business communicates with your audience.

What does customer and brand experience mean? A look at brand touch points

What does customer and brand experience mean? A look at brand touch points

We know the importance of your customers – they are your absolute everything.  They are the very reason you are where you are today. 

How can you ensure this loyal follow continue to come back again and again – meeting and indeed exceeding their expectations, weaving a sense of consistency throughout everything you do?

You do this by having every brand touchpoint covered, designed and delivered against your values and brand promise.

How to build resilience in your brand in times of change

How to build resilience in your brand in times of change

We know we are living in a time of radical change, on an unprecedented scale and at a fast pace - courtesy of a global and networked economy. Change now happens faster and with less predictability than ever before. Today, change is the new normal. This affects business, consumer behaviours, supply chains and makes future projections more difficult to navigate.

What does this mean for your brand and design assets of the business? How can change and brand be harnessed as a force for improvement, perspective change and innovation? How do you create a resilient brand that can survive these murky waters, where change is part of its DNA?

The 4P’s. How to build your brand: Personality. Turn your personality into your creative briefs.

The 4P’s. How to build your brand: Personality. Turn your personality into your creative briefs.

So, why does a brand need a personality and what does that actually mean?

As part of my 4P’s and CORE IDEA framework, the final instalment covers PERSONALITY.  A brand personality helps a company shape the way people feel about its product or service, purpose or mission. It defines how you show up, how you talk and walk, look and feel; beyond just visual communication.

The 4P's. How to build your brand: Principles. Turn them into great customer experience.

The 4P's. How to build your brand: Principles. Turn them into great customer experience.

So, what do you stand for and how does this relate to your team’s operations and customer experience?

As part of my 4P’s and CORE IDEA framework, PRINCIPLES form the third ‘P’. 

Your principles, or brand values, are what you care about, how you want to be considered and what sit at the heart of your ideals.  These are not the value of your brand, although there is a link. Rather, they are what the brand holds paramount in the way it operates. Without values to guide you, your brand will seem like just any other business—rather than a distinctive, recognisable brand—and your growth and bottom line will suffer as a result.

The 4P's. How to build your brand: Point of Difference. Turn POD into your USP

The 4P's. How to build your brand: Point of Difference. Turn POD into your USP

So, what makes you unique? What’s your USP and how is your business differentiated?

As part of my 4P’s and CORE IDEA framework, POINT OF DIFFERENCE (PoD) forms the second ‘P’.  Your point of difference is the positive statements of differentiation in the market place against your competitors – your competitive advantage.

The Power of Series: Photography and the value of the professional headshot

The Power of Series: Photography and the value of the professional headshot

Here’s a question: Do you have that one portrait shot that captures your professionalism, your character, is flattering and doesn’t make you cringe?!

At some point in your professional career, it’s inevitable you’ll be asked to supply a picture of yourself, or your colleagues. What are you saying with the shots you then provide?

Here are 5 reasons to consider using a professional photographer to capture your headshots rather than relying on your smartphone…