Branding

Visual identity, tone of voice and positioning.

76 articles6 categories

A brand becomes recognisable when it repeats the same signs. The logo is only one of them — and not even the most important.

A good name isn't the one that wins the room. It's the one people can spell, remember and you can register.

You don't need an eighty-page brand manual. You need four decisions made once and respected always.

Tone of voice isn't a matter of style. It's what makes your message recognisable when different people write it.

Tone isn't a list of adjectives. It's better defined by what you never say and how you say the difficult things.

The urge not to exclude anyone leads to messages that speak to no one. Narrowing down is almost always the move that works.

The most polished document is useless if nobody opens it. How to build one that gets consulted instead of archived.

Redesigning the mark is the most visible task and often the least urgent. The cases where it genuinely makes sense.

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