Creating your Brand Vision
Defining your brand starts with your vision. We look at the best approaches to creating a meaningful vision that's ownable to your business.
Journal
Articles by Stewart Steel
Do You Need a Brand Purpose?
We talk about brand purpose. Is it useful? Does it help? What's the point? Where does it work well? Where doesn't it? We talk it out. Let us know what you think.
Perfect Your Product Positioning
Once upon a time when it came to product marketing, it was about going beyond the features. Features meant nothing. NOTHING! It had to be all about the benefits, I'd yell. Give me the benefits, and let me create magic for you.
Create Your Brand Vision
We've gone into detail about how our brand definition process works, defining your mission and values.
Brand Strategy is Business Strategy
If you're looking to put a brand strategy in place it makes sense to know what the return is. The best way to do that is to tie the goals to the overall business strategy. Makes sense. So why is it we don't see this in operation as much as we'd like? Chris dives deep into what it takes to tie brand to the business goals.
What is Brand?
We've done many, many articles in this journal on how we see brand working in your business. From how it manifests itself in content to the need for strong brand architecture, we've covered many bases.
Can Brand work with Performance Marketing?
The most alluring aspect of digital marketing is the ability to get the right message to someone when they're looking for something. Intent is powerful. Someone wants something; you present an option to them.
Keeping your brand project on track
Yes, a post from a brand consultancy about how to keep your brand project on track. Now, the easy post would be about hiring us to get it done. Easy but not useful.
Building Sustainability into Your Brand
We've talked about how sustainability can destroy brands, the trick is then to understand how to make brands work with sustainability. Especially as a number of proposals are on the table about how brands should report on their sustainability efforts. We have a chat about the repercussions of Sustainability Disclosure Requirements and what it means for branding.
Do you need a Brand Purpose?
I don’t think that there is a more contentious element in the wonderfully weird world of branding right now than the notion of “Brand Purpose”.
Brand Definitions
Do you get confused between your mission and your vision? Are you tripping up over the values and a purpose? Can you tell the difference between a brand key and a brand onion? Are you asking why this is so hard? So are we. Here's our approach.
Content vs. Brand
Brand's where the fun is, content's where the work is. But what's more important? There's is only one way to find out. FIGHT!
How to Create a Brand
The purpose of our brand consultancy work is to build the perceived value of a business so that you can increase the margin of a product or increase market share — ideally both. But to start to create that perceived value, you must understand your brand.
What's Love Got To Do With It?
We're looking at the thorny issue of "Brand Love". Is it something useful? Is it a nonsense? Can it be measured? We chat it through.
Can’t Buy Me Brand Love
So, Aladdin gets into the cave and finds an old lamp. Aladdin rubs the old lamp to give it a wee clean and out pops a genie. A fucking genie. Genie has three wishes that he can bestow on Aladdin...
Content Strategy and Why You Need One
Since I started at Good, the one thing that has shifted has been the need for brands to move from pretty straightforward advertising around their product or service to becoming content publishers.
Is Sustainability Damaging Brands?
Yes, that’s right, you read that right. Sustainability is important, we’re not arguing that, but are brands getting their messaging around it right? We’re seeing some trends and we’re not encouraged. Oh, we also have our longest prepod but trying to edit it was a nightmare so, yes, five minutes of ‘banter’ before we get into the good stuff. Let us know what you think. About the sustainability chat, not our prepodding.
Apple Brand Lessons
Sure, they're the biggest company in the world with budgets that would make your eyes water. But we can still learn so much from Apple, no matter what size the budget or what business you're in. We got talking about it. See what you think.
Getting Clarity Around Brands
If you communicate coherently and consistently with your customers, you'll outperform your competitors. We wanted to prove that this is the case, so we started to get insight from data to prove it. And, lo, Clarity Reports were born. We chat through what they are, why we think they’re useful and how the reports can be used to guide brands.
Brand Lessons from Apple
I feel for clients as they go around their agencies—presentations, suggestions, observations and, occasionally, insights. And then, when talking through a particular challenge, they are brought up. The Jesus of Modern Branding: Apple.
Branding By Algorithm
The hippies won!!!! Branding is fully democratised! This is the future, now! Everything is awesome. We think. We'll have a chat about it. We see massive upsides and a few potential banana skins.
Bloody Luxury
Recorded just before Christmas, we were bombarded with the perfume ads which led to a chat about branding and the luxury market.
Brand Bollocks
We're in another lockdown. We're mad as hell and we're not going to take it anymore. And it starts with those branding theories we just can't stand. We picked three knitting rippers to start with. We could've picked more. A lot more. We're raging. But still staying positive.
Your Website is Your Brand
Your website is the most apparent, transparent, accessible, immediate and influential asset you have. But sometimes brand isn’t applied to your site as well as it should be. Why is this, what’s the consequence of ignoring brand here and what can you do to make sure you’ve got the best experience going? We go through it all. We also introduce the Salami of Trust, probably the biggest branding buzzword of 2021. No problem.