Brands front all manner of organisations from ubiquitous multi-nationals to one person artisans. Yet despite their prevalence, it can be hard to discern the best principles for building successful brands, and the practice of branding can be challenging – even for experienced marketers.
The value of brands are often not understood outside of marketing departments and, unlike other business disciplines, there is a lack of universally agreed standards or metrics. Then there’s the vast array of practices and definitions with ‘brand’ attached, seemingly at will, to terms like identity, character, authenticity, positioning, values, personality and image.
With this in mind, we’ve developed a series of articles outlining the most important branding concepts, how they work, and what to consider when working on your brand.