Branding - how even big players get it wrong

An organisation’s brand represents its face to the market.

As with people’s faces, brands can be attractive, arresting, trustworthy, enigmatic, unappealing and the reverse. Getting it right is not easy.

In this resource, we explore what makes these differences between brands, and we give practical examples, including some big players who make some big mistakes.

• A company’s brand stands on three pillars - name, logo and tagline. We look at the support role each plays in making brands work, or not.
• Building a brand is easier once the principles are clear. We explore these principles and also opportunities for re-branding.
• We show the importance of building a distinct brand, for businesses of any size in any industry.

Part 1 - A Minefield of Names
Why it pays to choose a business name with care.

Part 2 - Logo Logic
Why your logo is more than a shingle.

Part 3 - Taglines and Fault Lines
Why some taglines are brilliant and others flop, and the rules and processes.

Part 4 - Art versus Process
Why branding is important to SME’s and how to do it cost-effectively.

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