Understanding the personality & vision of your business & what it represents

Your brand is a lot more than just a logo

It includes all the ways a customer can experience your brand. How it looks, sounds and feels, from your web and mobile offering to your out of home advertising, point of purchase and everything in between.



The identity is often the cornerstone of a brand’s success. Summarising the vision or values of an organisation into an image and colour palette can be a challenge, but hugely rewarding when it works. I’ve designed multiple b2b and b2c identities, some clean and corporate others more playful, but all with the aim of distilling the brand to something clear and discernible.

Your brand’s visual identity is the co-ordinated system of visual assets that make it recognisable and unique. These include your logo, colour palette, typography, photography, iconography, etc.

Your identity is your business’ stamp on the world, an image full of meaning, with the power to communicate your vision in an instant to all who experience it.


Brand positioning moulds your customer’s choices, influences buying behaviour, and can drive customer loyalty. The world’s most successful brands are positioned in ways that can feel timeless.

The question you ask yourself could be as simple as ‘am I a budget or a premium brand? Am I edgy or traditional?’

By carefully positioning your brand, you define how it sits alongside your competitors and how it occupies the space in your customers minds.

A full understanding of the competitive landscape, as well as insight into the needs of your customers will enable you to position your brand more effectively to be unique.

As much as we’d like to think otherwise, we are all influenced, to one degree or another, by brands. The ones we return to are ones with perceived reliable and relatable personalities, and we hope that the values they represent somehow reflect our own.

Brand positioning and personality
Brand architecture


Brand architecture is best understood as the coherent system of naming, colour palette, icons, and visual language that defines the overall structure of your master brand and any associated products or sub-brands.

If you can properly communicate your key offering and what you as a brand represents it brings your business offering into sharper focus, enabling you to effectively influence how your brand is perceived by customers, employees and the wider public.


An effective value proposition clearly explains how your brand meets the needs of its audience, a straightforward declaration of the  value a customer can expect to receive from you.

Defining your value proposition is crucial to ensuring that everyone within your organisation is speaking in one voice when communicating how your brand offering benefits your customers’ lives.

A powerful value proposition should meet the following criteria: It should address customers’ needs, use clear, distinct language, and importantly react robustly to scrutiny.

Brand value proposition
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