Branding

Branding is often treated as a logo and a colour palette, which is why so much of it fails to do any work. The articles in this category treat it as the set of decisions that make a business recognisable and trusted. You will find explanations of what brand identity actually includes beyond the visual marks, how to choose colours that suit your market rather than your personal taste, and how to build a brand strategy that the rest of your marketing can be built on. Some pieces are aimed at new businesses naming and positioning themselves for the first time. Others help established companies that have grown inconsistent, with a different look on every platform. The emphasis throughout is on decisions you can document and hand to a designer or a marketing team, so the brand survives beyond whoever created it.