Articles and guides which refer to lessons you can learn about brand identity. With a focus on how it impacts on marketing, creative and e-Commerce activities.
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Why read this? : We explore the impact of telling your brand origin story. Learn when sharing it really works, when it kinda works and when it doesn’t. Read this to learn the role of
Why read this? : We use Paul Rand’s logo evaluation criteria to learn from 5 of the world’s most famous logos. Learn how to create stand-out logos using Nike, Apple, Starbucks, Mercedes and Qantas for
Why read this? : We share branding lessons from 3 great marketing books. Learn why brands must offer more than a functional benefit. Plus, what makes a brand charismatic and different. And the 6 key
Why read this? : We explore the 3 key marketing benefits of creative thinking. Learn how to use it to differentiate, drive customer experience and develop brand assets. Read this to learn how to sell
Why read this? : We look at how to use psychology principles to craft your brand personality. Learn how to apply the Big 5 personality traits, free traits and personal projects to brands. Read this
Why read this? : We look at different tone of voice examples to show its impact on brand identity. Learn how the way a brand sounds changes what customers think and feel about it. Read
Why read this? : We look at how you create and use your brand’s tone of voice to build your brand identity. Learn from our brand book example of a tone of voice in action.
Why read this? : We share the planning steps which go into great advertising campaign ideas. Learn when you need campaigns, and what makes them different. We also look at how you work with agencies
Why read this? : We look at the 5 different colour systems used in marketing design projects. Learn how each works, and where and when you use them. Read this to make sure you use
Why read this? : We walk through the creation of an e-Commerce strategy for an example pizza delivery business. Learn how to identify opportunities, and plan capabilities. We share the key decisions which drive the
Why read this? : We review the role of packaging in growing your brand. Learn how it reinforces your brand identity, and influences customers before, during and after the point of sale. Read this to
Why read this? : We look at the brand benefits of blogging. Learn how to use it to meet customer needs. Where it fits into your marketing plan. And its role in connecting other brand activities.