Brand thinking

Warning — may contain opinion*

*but probabLy not nuts, it’s informed by experience.

March

Brand: watch your assets! Is less more?

Brand: watch your assets! Is less more?
Every brand needs recognisable assets or ‘brand codes’, visual, verbal, or aural, to help identify and differentiate them. The brand assets or codes can become powerful assets, driving brand recall, salience and growth. But, how can you ensure that even a fleeting glance or hearing will effectively bring the brand to mind? Turns out, getting more from less might be just what your brand needs.
read —
Brand: watch your assets! Is less more?
February

Brand messaging — to cut through, you need a strategy

Brand messaging — to cut through, you need a strategy
Do you want to send consistent and cohesive messages across all platforms, to cut through the competition to your customer? Create a messaging strategy — a toolbox of words and phrases that convey your brand’s unique value proposition. Here are some elements of a messaging toolbox and the building blocks of  a cut-through messaging strategy.
read —
Brand messaging — to cut through, you need a strategy
January

Why hire an independent brand strategy consultant?

Why hire an independent brand strategy consultant?
Brand strategy is a very particular skillset. Bringing in an external, independent brand strategy consultant can provide a range of benefits for your business, including objectivity, expertise, flexibility, cost-effectiveness, and a creative approach. Read on to learn more about how a brand strategy consultant can help your business succeed.
read —
Why hire an independent brand strategy consultant?
December

How are brand strategies evolving (or why?)

How are brand strategies evolving (or why?)
Are traditional brand strategies and guidelines are no longer as effective in our fast-paced business environment? Is it possible that simply focusing on the old ‘positioning + visual identity’ formula in isolation may not cut it?
read —
How are brand strategies evolving (or why?)
December

The power of brand in building a cohesive company culture

The power of brand in building a cohesive company culture
When you think about branding, you probably think about how it impacts your customer relationships. And yes, of course that's a key benefit. But did you know that a well-crafted brand strategy has a huge impact on your company culture? Let’s break down some of the the internal benefits of an effective brand strategy and how it can drive employee engagement, increase retention, and improve overall business performance.
read —
The power of brand in building a cohesive company culture
December

Create an effective brand strategy fit to your grow your business

Create an effective brand strategy fit to your grow your business
For a growing business, it’s essential to have a strong brand that differentiates you from the competition and builds trust with customers. The benefits of a strong brand are well documented. But how do you begin to build one? Here are some key steps to creating an effective brand strategy that will set your business up for long-term success.
read —
Create an effective brand strategy fit to your grow your business
March

The (brand) creation story

The (brand) creation story
In the beginning, there was... Your brand’s creation story.
read —
The (brand) creation story
March

Pivotal moments in business (when brand moves you)

Pivotal moments in business (when brand moves you)
There are pivotal points in the evolution of your business where your brand can help achieve your ambitions. These are moments to deliver on the potential of your business strategy, by leveraging intelligent brand strategy.
read —
Pivotal moments in business (when brand moves you)
January

Build a B2B Brand that resonates with customers and stands out from the competition

Build a B2B Brand that resonates with customers and stands out from the competition
In a crowded B2B market, it’s important for businesses to stand out and effectively communicate their value to potential customers (Are you relevant to me, and why should I care?). Here are 5 key considerations for developing your successful B2B brand strategy.
read —
Build a B2B Brand that resonates with customers and stands out from the competition
June

The on-purpose brand

The on-purpose brand
The concept that successful brand and business are ‘built on purpose’ has been with us for a while. But is it an idea who’s time has passed or is it still — er, fit for purpose?
read —
The on-purpose brand
September

Navigating brand management – the a, b, c…

Navigating brand management – the a, b, c…
Generally, when we are building a successful brand we are engaged in looking outward to the market. But increasingly, it’s how we manage our brands internally that determines a brand’s long term success. Based on the successes (and some failures) of major brand projects, here’s my absolute top line on brand management…
read —
Navigating brand management – the a, b, c…
June

Inside-out branding

Inside-out branding
A little self-care is not only essential maintenance and best practice for your people – it’s actually instrumental to delivering a better experience to your customers. After all, your happy people are more likely to deliver genuine customer care and positive interactions to your end-customers.
read —
Inside-out branding
December

Mindfulness trend gathers pace

Mindfulness trend gathers pace
As we continue to seek the perfect balance between the states of stress and flow, Nike has teamed up with the creators of the leading mindfulness meditation brand Headspace to create audio-guides that use established meditation techniques to give you an enhanced experience of exercise.
read —
Mindfulness trend gathers pace
May

Frenemies? The unexpected usefulness of understanding trends

Frenemies? The unexpected usefulness of understanding trends
Trends can be our friends— it’s important to know the terrain and the likely challenges and opportunities you’ll encounter before starting your journey. But, if you’re creating brand assets and behaviours and aiming to follow trends, there may be trouble ahead, you are not navigating your own path.
read —
Frenemies? The unexpected usefulness of understanding trends
Build the best foundation for your brand.
If you want to discuss the issues and opportunities you face…
get in touch
© Garrett Reil 2012-2022.
Some images are placeholders courtesy of client brands and partners and all rights remain with individual photographers and rights holders.