Beyond the brief.
This is where we share our brand strategy insights – unpacking the thinking behind the moves. Positioning shifts. Category gaps. The belief systems that build brands with edge.
Here you’ll find musings on positioning, identity systems, leadership alignment and the strategic choices that determine whether a brand leads or blends in.
We write about what actually happens inside brand decisions – not just what looks good afterwards.
TL;DR: When a business decides it’s time for a rebrand, the conversation usually goes straight to visuals: a new logo, new colours, new website. It’s understandable. Branding is what people see. But those that get the most out of a rebrand start somewhere less glam: the strategy underneath. Without that clarity, a redesign becomes like […]
TL;DR Spend ten minutes browsing company websites and you’ll start to suspect half the internet was written from the same template. Different industries, different businesses. Same language. “We’re innovative.” “We’re customer-focused.” “We deliver quality.” “We go above and beyond.” Swap the logos around and they’re basically interchangeable. Not exactly the goal of branding. This isn’t […]
TL;DR: Most organisations treat brand as a marketing exercise – something the marketing team handles once the “real” business decisions are made. That sounds reasonable, right? Until you look at the companies that actually lead their categories. For them, brand isn’t the marketing layer – it’s the strategy underneath. Marketing just turns up the volume. […]
More than cute words, let’s explore the method behind each to avoid the branding madness. Looking from the outside in, it’s easy enough to get confused when these two terms come hand in hand. More than ever these days, you’ll see companies evolving, changing, and adapting to the current market. But are they rebranding, or […]
Don’t remember the brand that didn’t hire a branding agency? You’re not alone. We get it. Running a business can be demanding, and when you’re juggling ‘working in your business’ vs ‘working on your business’, you might think it’s one of those things that’ll take care of itself. But branding isn’t a self-watering plant. Like […]
How to make sure no one ever needs to ask that about your brand. Have you ever seen an online ad and had no idea what was being sold? Or spotted a tagline in an email longer than the body of the email itself? Yep, us too. If you’re not careful, your brand can fall into the […]
When you see successful brand slogans like “Just Do It”, or “Think Different”, you might feel like a brand is talking directly to you. That’s because the written geniuses behind those big brands made it possible. Iconic slogans don’t just come out of thin air. Familiar brands didn’t become household names by winging it. And […]
