Insights
Brand decisions become easier to make when the reasoning behind them is clear. Insights brings together practical articles on brand strategy, the case for investing in a brand, and the work of turning a defined position into a coherent digital presence.
The articles below approach different stages of that process. Start with the business question if you are deciding where to spend time and budget. Use the strategy guide to work through positioning. The digital branding article connects those choices with the website and other customer touchpoints.
Strategy
The foundations of brand strategy: crafting your brand’s North Star
Define the audience, customer problem, positioning and supporting evidence. Includes a practical brief for evaluating design and messaging decisions.
Business decisions
Why you should build your brand in the first place
Understand what brand work can help with, where its limits are, and when a business needs clearer communication rather than a complete rebrand.
Digital experience
Brand establishment: the power of digital branding
Translate a brand strategy into connected website, search, social and service experiences. Plan the rollout and review whether those touchpoints support the same offer.
For an overview of the work behind these topics, explore our branding solutions.