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We believe that a successful business and brand strategy are inseparable. The brand process is vital regardless of the size of your company, large or small because having a brand strategy is a key business differentiator. Successful brands are championed by everyone, paid attention, change with the times, inspire loyalty and most important of all, create wealth. It doesn’t matter whether you’re a micro-brewery or a global logistics company, if you follow a simple set of rules you can become a powerful and successful brand.

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Home  /  Branding   /  WHAT! A BRAND WITH NO SOUL?


When you invest in your brand you will have taken a position in the minds of your customers. A logo on its own isn’t enough. Only when your brand has a complete look and feel can it form brand recall.

When they see your visual identity they will recall your brand. But brand recall is not just a visual identity, it’s every experience your customers have with your brand.

Visiting the website.

Over the phone.

Face to face.

Through all these experiences your brand needs a reason for being and a moral compass to guide the actions and decisions and behaviours of the brand. And it needs a core message that resonates with your audience. You need to ask what makes your brand different and how are you going to appeal to your audience? We do this through personality, language and tone of voice. You may have the most distinctive visual identity in the world but if you don’t have an underlying message and no brand soul, then your audience is not going to build a relationship with your brand.

Invest in your internal brand.

Give your brand a soul.

And give your audience something to remember.