Imagine if every time you talked to a company online, they seemed to know just what you liked or needed. That’s because many brands today use Artificial Intelligence to make sure they understand their customers. AI is like a super-smart helper that analyzes huge amounts of data to learn about people and understand their wants and needs. This post walks you through how using AI for brand activation is changing the way brands communicate, share, and grow. How Brand Activation Using AI Helps Brands Understand People Artificial Intelligence is like a magic tool for many brands. By collecting information (like what people buy or watch), AI figures out what each person likes or wants. When companies know what you enjoy, they can share things you’ll find exciting or useful. Instead of showing everyone the same ad, companies can use brand activation using AI to send you something that fits just you. Personalizing Messages to Make Things Feel Special One of the coolest things about brand activation using AI is how it makes each person feel special. Big brands like Netflix and Amazon do this every day: if you’ve ever noticed Netflix suggesting the perfect show or Amazon recommending a fun new gadget, that’s AI working! It takes all your past choices and figures out what might interest you next. However, companies know they have to be careful, and balancing sharing with privacy is a big deal for brands: they don’t want people to feel like their personal data is being used without permission. Using AI to Speed Up Simple Tasks Imagine if a robot answered your customer questions instead of a person. Brands use AI to make chatbots that help you find answers quickly. This helps the brand’s team focus on creative projects while AI handles the simpler stuff. For example, if you ask a chatbot where to find a product, it can tell you right away, saving time for everyone and helping brands respond faster. Plus, some AI tools can even predict what people might want in the future by looking at patterns. This predictive ability is a valuable part of brand activation using AI—when brands know what’s coming, they can plan ahead and make products that people will want right away. How AI Helps Brands Understand Customers’ Feelings Imagine that AI can “listen” to what people say about a brand on social media. AI tools scan messages, tweets, and comments to see if people are happy, mad, or just curious. This helps brands know if they need to change something quickly to keep customers happy. With brand activation using AI, brands can see what people like or dislike in real-time and adjust what they say or do. It’s like if you could read everyone’s minds just by looking at their messages. AI and the Importance of Privacy People want to know their personal info is safe, so when brands use AI, they also need to be open about how they’re using data. People like brands they can trust, so companies try to be clear and careful with any info they collect: being honest and transparent keeps people loyal to a brand and helps the brand grow. Using AI to Spark New Ideas AI isn’t just about sorting data; it can also help brands get creative. Brands use AI to test which ads, pictures, or messages work best. If one type of ad works better than another, they’ll know it fast and can start using the winning message. This helps them come up with fresh ideas that grab attention. The market is busier and faster-moving than ever, and brand activation using AI gives brands an edge. It’s like having an idea machine that helps you keep things interesting and stand out. The Future of Brand Activation Using AI So what’s next for AI? At the moment, it’s blending with even cooler tech, like virtual reality (VR) and augmented reality (AR). Imagine trying on a pair of shoes from home using your phone or walking through a virtual store from your couch. Brands can use these tools, combined with AI, to tell stories in amazing ways. The brands that stay curious and keep exploring AI will be the ones to offer new, fun experiences for customers. Key Takeaways Personalized Experiences: Brand activation using AI lets brands make every customer feel special with messages or product suggestions that fit just right. Speed and Efficiency: AI tools help brands answer questions faster, making customer service smoother. Customer Understanding: AI learns what people are saying about brands, helping them improve what they offer. Privacy Matters: Brands build trust by keeping data safe and explaining how it’s used. Creativity Boost: AI helps brands test and improve their ideas, so their messages stay fresh. Brands that use AI to build connections and create exciting experiences will keep people interested and loyal. And as AI gets smarter, the ways it can help brands will only grow, making shopping, exploring, and connecting even more fun. Want to Learn More? Want to know how to build a consistent, solid brand for your business? Our Brand Master course makes it easy to understand how brands are built and grow, helping you connect with people in deeper, more meaningful ways.

Companies rely on both brand management and marketing to grow a strong, recognizable brand. These roles may seem similar, but each has their unique purpose. Here, we outline the differences, core responsibilities, and how these roles complement each other; we’ll also cover who earns more and which career path each position opens, and why companies benefit from keeping each role distinct. Brand Management vs. Marketing: Distinct Roles with Unique Skills Brand Management Brand managers oversee the brand’s identity, value, and credibility. Their focus is on keeping the brand relevant, consistent, and trustworthy across every platform and customer interaction. Brand managers expand and adapt the brand’s presence , working across teams to strengthen the brand in customers’ minds. A brand manager's skills include: Strategic thinking Market research Cross-functional collaboration Attention to detail to maintain cohesive brand messaging Marketing Marketers develop strategies to promote the brand, drive engagement, and increase visibility. Their work centers on growth through campaigns, advertising, and content . Marketing teams create initiatives that drive revenue, using customer insights to adapt tactics and reach specific goals. Core marketing skills include: Data analysis Customer segmentation Campaign development Proficiency in channels like digital, social, and print Key Differences: Roles, Responsibilities, and Decision-Making 1) Long-Term Value vs. Short-Term Goals Brand Managers  sustain and grow the brand’s value over time. They ensure that messaging and actions reflect the brand’s core identity, adapting only as market trends evolve. Marketing Teams  work toward immediate goals, such as quarterly revenue or customer acquisition rates, creating strategies and campaigns to hit these targets. 2) Strategic vs. Tactical Decisions Brand Managers  make high-level decisions that shape brand perception, such as defining values, positioning, and visual identity. They decide on messages that align with the brand’s purpose and integrate these values into the company culture. Marketers  handle tactical execution, crafting and distributing messages to attract specific audiences. They choose channels, messaging, and timing to ensure each campaign aligns with the brand while targeting market needs. 3) Cross-Functional Alignment vs. External Outreach Brand Managers  work closely with internal teams—product, customer service, and sales—to ensure brand alignment across departments. They keep every customer interaction consistent with the brand’s identity. Marketing Teams  engage with external audiences, running campaigns that draw in new customers and expand reach. They create visibility for the brand, helping it gain attention and grow its customer base. 4) Maintaining Brand Integrity vs. Generating Demand Brand Managers  protect the brand’s integrity. They ensure that each decision—from product design to customer experience—aligns with the brand’s long-term vision. Marketing Teams  drive demand by crafting campaigns and content that engage audiences and encourage conversions, adapting messages to target different customer segments. Areas to Avoid Overlap: Keeping Roles Defined For smooth operations, companies should set clear boundaries between brand management and marketing : Decision-Making Authority : Brand managers set strategic brand directions, while marketers execute campaigns within those guidelines. Marketing teams consult brand managers on high-level messaging but lead tactical choices independently. Consistency vs. Flexibility : Brand managers enforce consistency in the brand’s core identity, while marketers adjust styles and messaging to suit channels and audiences. Customer Feedback and Adjustments : Marketing teams gather and analyze customer feedback, suggesting brand-related adjustments when needed. Brand managers then assess these insights to ensure they align with the brand’s long-term identity. Compensation and Career Growth: Who Earns More? Brand Managers typically command higher salaries as their role requires strategic vision and brand stewardship. Salaries often range from $70,000 to $150,000+, with brand managers progressing to roles like senior brand manager or brand director, where they oversee larger portfolios and longer-term brand strategy. Marketing Professionals may start with lower salaries, often around $50,000 to $90,000, but top roles like Marketing Director and CMO see compensation in the six figures. Career growth in marketing can lead to leadership positions with wider responsibilities, like overseeing entire marketing departments and driving company-wide sales growth. Both brand management and marketing provide valuable, rewarding career paths, with opportunities for advancement in strategic or executive roles. Why Companies Should Separate These Functions Companies that define brand management and marketing clearly achieve both long-term brand integrity and short-term revenue goals. When brand managers focus on identity and consistency, and marketers concentrate on visibility and engagement, brands can build a strong, recognizable presence that grows sustainably. Clearly distinguishing these roles offers a strategic advantage. With each team playing to its strengths, brands achieve both immediate results and lasting customer loyalty. Take your expertise further and earn your certification with our branding course for just $97 (lifetime access, normally $1,970). 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Designers and consultants might shape a brand’s identity, but keeping that identity relevant, credible, and valuable over time? That’s the job of brand managers. This role extends beyond creation, bringing a brand’s identity to life and ensuring it stays strong across every channel. Here, we break down the role of a brand manager and how they support a brand from its foundation to future growth. What Does a Brand Manager Do? A brand manager’s job is to keep a brand authentic, consistent, and visible . While branding establishes identity, brand managers bring that identity to life. They expand the brand’s presence , working across departments to maintain and strengthen the brand’s position in customers’ minds. Core Responsibilities of a Brand Manager 1) Ensuring Consistency Across Channels Brand managers take the brand’s identity and make sure it’s conveyed seamlessly—whether in ads, social media, or customer service. They align digital, in-store, and print experiences, making the brand recognizable in every format. 2) Developing Targeted Campaigns Brand managers often partner with marketing teams to shape campaigns that reflect the brand’s identity and goals. From launches to online ads, every campaign needs to align with the brand’s voice and positioning, ensuring the message reaches the right audience. 3) Adapting to Market Changes As markets, trends, and consumer expectations shift, brand managers adjust brand messaging to keep it relevant. They ensure changes stay true to the brand’s identity, maintaining continuity while keeping pace with the market. The Brand Manager’s Role on the Marketing Team A brand manager combines creative and analytical skills, overseeing the brand’s presence in ways that meet customer needs and expectations. This role requires expertise in marketing, strategy, brand positioning, and customer experience to ensure every interaction aligns with the brand. Why a Brand Manager is Essential Building Customer Loyalty and Trust Consistency and repetition breed trust. Brand managers ensure every touchpoint reflects the brand’s values, building long-term loyalty. Safeguarding Brand Reputation Brand managers keep an eye on public perception, monitoring feedback and resolving issues before they harm the brand’s image. How to Become a Brand Manager A background in marketing, business, or communications helps, but many brand managers develop their skills through experience and self-study . Common paths include roles in marketing, product development, or communications, giving a full view of the market and brand dynamics. Ready to Master Branding on Your Own Terms? Our online course, adapted from an MBA module taught at a top business school in Geneva, offers 53 essential branding skills for self-study. Gain practical branding knowledge, build expertise, and earn your certificate at your own pace. Join the course today for just $97 (lifetime access, normally $1,970). Real-World Examples Great brand managers exist across industries. At Diptyque , the Paris-based fragrance brand, brand managers carefully oversee product storytelling and in-store ambiance to maintain an image of artisanal luxury. Similarly, Rapha , a premium cycling apparel brand, delivers on its brand promise by curating events and membership programs for enthusiasts who value performance and exclusivity. In both cases, brand managers ensure alignment with their target audience’s expectations, fostering loyalty and setting their brands apart in the market. The Brand Manager’s Role: Implementing, Protecting, and Growing the Brand Brand managers sustain brand identity, adapt to market changes, and build trust and loyalty. Their work bridges the brand’s foundation with its future , keeping it trusted, desirable, and relevant. Looking for Inspiration? Download our Brand Manager Job Description Template in PDF Here Take your expertise further with our branding course for just $97 (lifetime access, normally $1,970). Get started today!

Building a strong brand identity isn’t about sticking to the basics; it’s about establishing a presence that keeps customers engaged and loyal. These five strategies will help you make real, lasting connections and create habits that stick. 1. Capture Attention in Micro-Moments Today, brands have seconds to make a connection. Micro-moments—those quick instances when users look for immediate answers—offer the chance to build trust right when it matters. Brands that meet these needs instantly become reliable and relevant, creating stronger engagement. Example A cooking brand that posts quick, engaging recipe videos for “easy dinner ideas” turns itself into the go-to for convenience and expertise. Answering needs as they arise builds positive associations and reinforces authority. 2. Use Storytelling to Be Relatable Storytelling makes your brand’s purpose real. Sharing authentic stories taps into human emotion, making people care about what you stand for. People recognize a real story; they can tell the difference between sincerity and a sales pitch. Example TOMS communicates its commitment to social impact, encouraging customers to get involved. Storytelling improves brand recall by up to 22% , giving customers a reason to remember you. Showing not only what your brand does but why it matters creates a connection that lasts. 3. Visual Identity: More Than Just a Logo A brand’s visual identity includes every design choice: colors, typography, imagery, and layout. Brands that maintain consistent visuals build recognition and trust. Familiarity through design helps customers recognize your brand instantly and strengthens reliability. Example Airbnb ’s clean, minimalist color palette and visuals make it recognizable around the world. Consistent branding can increase revenue by up to 23% , appealing to our natural preference for familiarity. 4. Build Trust Through Brand Advocacy Satisfied customers make the best promoters, far more convincing than any ad. Brands that prioritize authentic, memorable experiences—like thank-you notes or exclusive offers—turn customers into loyal advocates. Example Zappos grows its business on top-notch customer service, earning customer loyalty. Studies show loyal customers often generate up to 10 times their initial purchase value . Retaining customers costs much less than finding new ones, making this investment in customer experience valuable. 5. Foster a Community for Lasting Engagement Great brands create more than just a product—they create a community. Building a community brings customers together, strengthens emotional ties, and builds loyalty. Social media, exclusive events, and reward programs offer ways to grow this connection. Example Starbucks keeps customers coming back through its rewards program, increasing retention by up to 30% . Sharing more than just corporate news on social media, Starbucks builds a brand that customers stay connected to. Why Branding Matters in Marketing Successful brands don’t appear overnight. They grow through consistency and real connections with customers. Smart branding supported by effective brand management builds loyal customers and drives sustainable growth. These strategies show why branding matters in marketing and how you can create a brand experience that makes a genuine difference. Ready to Create a New Brand or Rebrand Yours? If you’re an entrepreneur, business leader, or marketer, the Brand Master course gives you the guidance, tools, and resources you need—step by step—to succeed.

Whatever your industry or sector, and whatever the size of your business today, you can turn your brand into a household name by understanding the difference between branding and brand management , and using their specific strengths at the right time. Some may see these terms as just industry buzzwords... at their own peril. In reality branding and brand management represent distinct strategies , each essential for long-term success. It’s not just my opinion—the most successful brands, mainstream or boutique across sectors, prove it. So let's see how branding and brand management can work together to create and sustain great brands, and why using both in a coordinated way is vital for any business today. What is Branding? Crafting a Unique Identity That Inspires Trust Branding is the process of defining your business’s identity so that people know who is talking to them, what to expect and, more importantly, why they should choose (and stick to) you. Because before they buy from you, they need to buy into you , right? Branding is giving your business a face, a voice, a personality and a culture that aligns with your core purpose, and helps people understand not just what your product is, but who makes it, and how and why you make it the way you do. One thing is important to understand here: good branding does not aim to please everyone , but rather to transform a particular target audience into absolute fans. Brand management will then be used to grow this fan base. Take  Bang & Olufsen , the Danish audio-visual brand. Known for its minimalistic design and premium sound quality, Bang & Olufsen has branded itself as a luxury tech provider with a commitment to innovation. Without ever compromising this identity (then you can like it or not), every product and ad underscores this promise, positioning it as a brand that values craftsmanship and exclusivity. Key Takeaway: Branding is a matter of belief, not reason. If you're still sceptical , try converting a BMW driver to Mercedes-Benz... And tell me how it went. Because people are drawn and loyal to ideas and not to products in time, branding is about defining and communicating your purpose, connecting emotionally with your people, and creating a clear identity that they trust. Brand Management: Sustaining, Growing, and Protecting Your Brand’s Value Over Time While branding establishes the foundation, brand management is about maintaining that foundation in a way that adapts to change. Brand management means overseeing and guiding the brand’s development and reputation; it means ensuring the match stays perfect between the brand identity, customer expectations, and market developments. It’s about implementation strategy and control, taking the brand identity created through branding and building a presence and a reputation that holds value over the long term. But it is NOT about modifying the brand's core identity for commercial or opportunistic reasons. Consider  Rolex . Their brand management team carefully curates where and how their watches are sold, maintaining an image of exclusivity. By controlling everything from sponsorships to distribution, Rolex reinforces the perception of timeless luxury and keeps the brand aligned with its reputation for sophistication and precision. Insight: Brand management ensures your brand remains present, consistent, relevant, and desirable, protecting the immutable value that branding has established (almost) once and for all. Why Branding and Brand Management Are Two Parts of a Complete Strategy Branding and brand management serve unique yet complementary roles , one being creation and the other being action, each essential for different stages of growth. Branding builds initial value by defining who you are and why you matter; brand management then implements, sustains and grows that value by preserving presence, trust and reputation. Branding: Creating a Strong Foundation Emotional and Cultural Connection : Identifying what will make your brand meaningful to your customers, and how it will integrate in their daily (personal or professional) life. Brand Positioning : Determining your market position and why customers should choose you. Messaging and Visual Consistency : From your logo to tone of voice, building recognizable elements that reinforce your identity. Example: Alessi , the Italian designer of kitchenware, built a brand identity that combines high-end design with everyday functionality. Its products and messaging are culturally aligned with design enthusiasts who see art in practical items, creating a lasting emotional appeal that reinforces its unique position in the market. Brand Management: Protecting and Expanding on Your Brand’s Foundation Customer Trust and Loyalty : Ensuring customer experience matches brand promises, cultivating trust. Reputation Management : Responding to feedback and protecting brand perception. Strategic Adaptation : Adjusting to market trends and customer needs without losing core values. Example: Hermès  takes brand management very seriously by maintaining exclusivity. They release limited quantities of products and closely control distribution, which preserves their reputation as a high-value brand and aligns with customer expectations for rarity, outstanding quality, and luxury. When Should You Focus on Branding vs. Brand Management? Whether you’re launching or expanding, understanding when to prioritize branding or brand management can make all the difference. Branding First Focus on branding when creating a new business or product, or rebranding to clarify your message. A well-crafted identity helps customers instantly, but deeply, feel, understand and value who you are as a whole. Brand Management Next Once the identity established, shift to brand management to ensure consistency and adapt to new challenges . Sustaining your brand means protecting it from fluctuations and nurturing its presence and reputation. Pro Tip: For businesses in rapid growth mode, a clear branding strategy backed by strong brand management is key to create and preserve your market position. Real-World Examples: Brands Mastering Branding and Brand Management Case Study: LUSH Cosmetics, a Brand Built for Ethical Consumers LUSH established a unique identity by focusing on sustainability and ethics, which attract environmentally conscious consumers. Their branding emphasizes product freshness and transparency, while brand management ensures that everything from sourcing to sales aligns with these values. LUSH’s consistency has earned it a loyal following that sees the brand as more than just a product—it’s a cause. Key Insight: Consistent brand management, paired with a strong brand identity, creates lasting customer trust and loyalty. Case Study: Chanel, or How to Blend Tradition with Innovation Chanel’s brand management carefully protects the brand’s legacy while embracing modern trends. While iconic products like the Chanel No.5 perfume remain timeless, new collections and collaborations keep the brand appealing to contemporary tastes. This balance preserves Chanel’s elite status, making it relevant to both established and new luxury markets. Key Insight: Chanel’s approach to brand management shows that heritage can coexist with innovation, ensuring the brand stays both relevant and respected. Branding and Brand Management: Which Should You Prioritize? Each stage of a brand’s journey requires a different focus, but understanding when to apply branding versus brand management will maximize your brand’s impact and avoid brand failure . When to Focus on Branding Launching a business or product. Rebranding for clarity or to target a new audience. Developing a strong, recognizable identity. When to Focus on Brand Management Expanding into new markets or regions. Building customer loyalty and protecting reputation. Reinforcing the brand’s established image and value in a competitive market. Creating a Strong Brand is Only the Beginning: Here’s How to Sustain It A brand’s strength doesn’t just come from creation; it grows through consistent management. Branding lays the groundwork, but brand management keeps your brand present, relevant, and desirable . Together, branding and brand management help businesses build and maintain long-term customer loyalty, and increase growth. Fun Fact: How to Increase Your Brand Presence at (Almost) No Cost Did you know that Red Bull in their early days, not having the budget to compete with the biggest brands, used ultra-creative but cost next to nothing guerrilla techniques to increase their brand presence? For example, when they wanted to enter the club and nightclub market in London, they filled the trash cans with empty Red Bull cans around the trendiest places. So every time people threw something in the trash around a club, they saw these cans and concluded that Red Bull was an established brand that everyone knew and consumed. And the rest is history. Are You About to Create a New Brand or Improve Your Existing One? Whether you're an entrepreneur, a business leader, or a marketing executive, don't do it before before taking this course . Now that you make the brand management vs. branding distinction, the Brand Master   online course gives you the step-by-step process, tools and resources, in the right sequence, that you need for success. Useful Reads Here are three highly recommended books that delve deeper into the distinctions between branding and brand management, showing how each contributes to a successful business strategy: "Building Strong Brands" by David A. Aaker David Aaker, a pioneer in brand management, explores what it takes to build and maintain a powerful brand. This book dives into foundational branding concepts like brand identity and positioning while also covering brand equity and strategic brand management, giving readers a clear picture of how branding efforts create value, and how brand management sustains it. "Brand Leadership: Building Assets in an Information Economy" by David A. Aaker and Erich Joachimsthaler This book builds on Aaker's previous work, focusing on the strategic processes behind brand management and leadership. It explains the shift from tactical branding to long-term brand management, addressing how to leverage brand assets and ensure a brand stays relevant and respected in changing markets. "Kellogg on Branding in a Hyper-Connected World" by Alice M. Tybout and Tim Calkins A recent addition to the branding field, this book provides a modern perspective on building and managing brands in a connected, digital world. With contributions from marketing experts at the Kellogg School of Management, it covers both foundational branding principles and the strategic elements of brand management in the digital age, making it particularly useful for those balancing brand creation with reputation and engagement.

Today, offering quality products is just the baseline. I don’t need to convince you that a perfectly aligned logo and flawless corporate design won’t be the game-changer for your bottom line either. How could that be? To truly stand out, your brand needs to establish a psychological connection with your audience, one that transcends logic and taps into deeper emotional levels . This is where branding psychology comes into play—a critical area that marketing managers and brand managers, and brand creators, must understand to sharpen up their strategies. Rational marketing arguments like USPs and clever taglines can drive short-term sales if backed by relentless effort. But they won't build you a lasting following, encourage customer self-selection, or create the type of fanbase that turns into loyal advocates. These results stem from a tactical approach, but they should be preceded by deep, subjective groundwork—one that bypasses objective reasoning and speaks directly to the subconscious, planting positive associations that pave the way for future purchases. As the saying goes, the primary reason people don’t buy from you isn’t that your product isn’t good—it’s that they don’t like you (yet) . This is where branding becomes essential. Simply put, branding is not a design discipline: it is the art of planting controlled, positive suggestions into the subconscious mind of your target audience. Once those suggestions take root, they drive actions that feel instinctive rather than rational, transforming mere interest into loyalty. In this post I want to explore how branding psychology—rooted in the power of the subconscious mind—can reshape brand management and boost consumer loyalty. The Subconscious Mind: A Brand Manager's Greatest Ally To truly grasp the potential of branding, you must first understand the power of the subconscious mind. The subconscious processes vast amounts of information that the conscious mind never registers , making decisions faster and much more instinctive than we realize. It’s receptive to suggestions , especially those presented subtly , and repetition , and governs over 90% of our decision-making , including brand preferences. In short, while your conscious mind is evaluating product features, pricing, or rational arguments, your subconscious is quietly (but at lightning speed) making deeper decisions based on connections, emotions, colors, experiences, and stories. These associations set the framework for your conscious evaluation (yes, they do biaise your perceived rational decision) and shape your long-term perception of a brand. The power of suggestion, when harnessed effectively, creates a sense of brand loyalty and trust that logic alone cannot achieve . Practical Example: Think of how the sound of a jingle or the sight of a color instantly brings a brand to mind. Coca-Cola’s red and white logo, coupled with their "happiness" narrative, triggers an emotional response well before any conscious thoughts about the beverage itself. The age-old question as to why people drink Coca-Cola is not rational but irrational, not objective but subjective, and that's what makes it so powerful (and irresistible.) This is the kind of emotional branding that directly engages the subconscious. How to Leverage the Subconscious in Branding Now that we understand how powerful the subconscious mind is, the question becomes: how can you use this knowledge to strengthen your branding? Here are some specific strategies you can implement: Repetition and Consistency: Repeating key messages and visual cues (suggestions) across platforms is one of the most effective ways to reach the subconscious. Consistency in the suggestions, in other words repetition, in your colors, tone, and messaging helps reinforce these positive associations. For example, if your brand uses blue to convey trust, ensure it’s present in your social media content, ads, website, and packaging. Emotional Triggers: Identify the emotions that stem from your brand values and that resonate with your target audience. Are they seeking luxury, comfort, innovation, or excitement? Use storytelling, visuals, and customer testimonials to evoke these emotions. Brands like Apple tap into the desire for innovation, ease-of-use and status, embedding these aspirations into their brand story at every touchpoint. Design that Speaks: Colors, shapes, and fonts all have subconscious impacts. Red evokes excitement, urgency, or passion, while blue signals trust and stability. Choose your brand's design elements strategically based on the psychological effect you want to have on your audience, and not based on your own taste or, worse, the one of your designer. Subliminal Messaging in Advertising: Subtle, indirect messaging often bypasses conscious filters. You can do this through symbolism, background music, or the emotional tone of your content, making consumers more receptive without them fully realizing it. Balancing Emotional and Rational Marketing While emotional branding is powerful , it doesn’t mean you should abandon logical, fact-based appeals altogether. Especially in sectors like B2B or innovation-driven markets, rational arguments still matter. The key here is to balance both. The key is to balance branding and marketing. For example, a tech company can highlight its product features and performance ( appealing to logic ) while also telling a compelling story about how its innovations change lives ( appealing to emotions ). Masterfully marrying these two aspects, and satisfying both the objective and subjective dimensions of the human mind, is the key to success. Executives and marketers should craft campaigns and create a controlled context that speak to both sides—capturing the heart with emotional stories and winning the mind with facts. Pro Tip: When launching a new product, lead with an emotional hook that connects with your audience’s deeper desires, then follow up with facts that back up their decision rationally. People will be interested because they like you, and will hit that Buy button because they got all the information. Apple has mastered this by emphasizing innovation and lifestyle in their ads, while still showcasing impressive technical specifications. Neuroscience and Branding: Tapping into Emotion and Memory Neuroscience offers valuable insights into why emotional branding works, and neuromarketing, the study of how our brains respond to marketing stimuli, reveals that brands that trigger strong emotions can enhance memory retention by up to 80%. This means that if your brand can trigger an (irresistible) emotional reaction—whether joy, nostalgia, or excitement—your audience is far more likely to remember you and listen to what you say. For practical use, you don’t need to be a neuroscientist. It’s about understanding how your brand makes people feel. May I repeat: not what they think, but how they feel. What emotional reactions do you want to trigger, and how do those emotions align with your brand values? The goal is to make those emotional connections stick in the minds of your consumers. Pro Tip: Regularly test your branding campaigns to see what resonates emotionally with your audience. Use A/B testing to fine-tune your messaging and visuals. Hold meetings with your marketing team to discuss insights from neuromarketing studies and adapt your strategy accordingly. The Importance of Brand Identity: Creating Consistent, Emotional Experiences Brand identity is more than just logos and color palettes; it’s how consumers perceive your brand across all touchpoints. To forge lasting emotional connections, your brand must be consistent in its messaging, tone, and visual design. Note that here, words are as important , if not more, than images; therefore, and I'm not even talking about brands that generate their content with generic AI prompts (straight line to brand damage), developing a strong verbal identity is crucial too. The thing is that, because of how the subconscious mind's deep love with familiarity, consistency doesn’t just build recognition— it builds trust . A 2015 study found that consistent branding can increase revenue by up to 23%. This means that from your social media posts to your email campaigns and even your customer service interactions, every touchpoint should reflect your brand’s core values and emotional tone . Pro Tip: Conduct quarterly brand audits to ensure consistency across all platforms. If you spot any inconsistencies, address them immediately to maintain the integrity of your brand identity. Using Storytelling to Deepen Emotional Connections Humans are wired for stories. Not just kids, all of us. And storytelling allows brands to create narratives that speak to the emotions, values, and aspirations of their audience. Whether it’s a story of innovation, overcoming adversity, or community involvement, your brand can use storytelling to engage the subconscious mind and deepen emotional connections. Nike, for example, doesn’t just sell shoes; they sell stories of perseverance, strength, and determination. By aligning their brand with these values, they’ve built a loyal customer base that connects with their brand on an emotional level. Incorporating customer testimonials and success stories into your marketing is another powerful way to boost credibility while telling relatable, emotional stories. These authentic narratives can help prospective customers visualize their own success with your product or service. Pro Tip: Build storytelling into your marketing calendar. Whether through blog posts, videos, or social media, make sure your storytelling is a consistent part of your strategy. Social Proof: How to Influence Consumer Behavior Subconsciously Social proof is one of the most powerful ways to influence the subconscious mind. Read Cialdini's excellent book "Influence: The Psychology of Persuasion" if you're still unsure about it. When people see others recommending, using, or endorsing a product, it builds trust and reduces hesitation. This is because the subconscious is wired to trust the behavior of others , especially when faced with unfamiliar choices. Therefore, in your marketing, encourage user-generated content, showcase positive reviews, and partner with influencers who align with your brand values. Social proof doesn’t just convince— it reassures, and reassurance builds loyalty . Crafting Exclusive Experiences: The Luxury Brand Advantage Exclusivity is a potent tool in branding, especially for luxury brands. Consumers are often drawn to what feels rare or unattainable . However, it’s important to strike the right balance. If a brand feels too exclusive, it can alienate potential customers. The key is to promote exclusivity without compromising accessibility. Luxury brands like Gucci have mastered this by offering limited-edition collections that generate a sense of urgency and status , while still maintaining their broad appeal. Pro Tip: Create limited-time offers or exclusive experiences that make your customers feel special, but be mindful not to create barriers that make your brand inaccessible. Conclusion: Long-Term Success Equals Mastering Branding Psychology At its core, branding is more than just a business strategy— it’s a psychological art form that taps into the subconscious mind . By focusing on emotional connections, consistent storytelling, and the power of design, executives can create brands that resonate deeply and remain memorable. Leverage these insights into branding psychology and neuroscience to strengthen your brand identity, foster loyalty, and position your brand for sustainable growth. Or ignore this at your own peril; one thing is certain (and proven), those who understand the power of the subconscious and emotional branding will stand out and thrive.

This topic is rarely talked about, sometimes (often ;-) uncomfortable to address, and this article may not become our most popular post, but for those who read it and understand what it points at, it may be an eye-opening step towards nailing what's really blocking differentiation , growth and innovation in their company. You see, limiting beliefs do not only affect individuals; they can also impact groups of individuals, or companies . When they do, they become dangerous as they tend to get stronger and stronger through mass effect and confirmation bias. These psychological barriers , deeply ingrained in corporate culture, often stem from past failures and successes, corporate trauma , industry identification , internal fears , or simply habits and tradition . Identifying them can be a big eye-opener, and overcoming them can generate significant shifts towards growth and innovation. Our latest white paper will help you to identify and dismantle these self-imposed, often unconscious blocks to unlock your company's full potential. Understanding corporate limiting beliefs. Limiting beliefs in business are subjective, self-imposed constraints that hinder a company's ability to innovate and grow. These beliefs can manifest in various forms, such as fear of change , a product-centric mindset (often mistaken for core business, read our article on brand positioning here ), imposter syndrome in leadership, or simply the image the company holds of its competition or customers' expectations, to name but a few. Addressing them is essential for fostering a culture of innovation and adaptability. Common examples of corporate limiting beliefs: Fear of innovation: Companies often resist new ideas and technologies due to past failures or high perceived risks, leading to stagnation. Product-centric mindset: Focusing solely on a single product or having product-centric idea of your core business can prevent exploration of new markets and revenue streams. Resistance to change: Traditional industries may cling to outdated methods, hindering digital transformation and competitiveness. Empowering brand identity through innovation. Corporate identity is, simply said, how and what a company identifies itself with. At this level, empowering your brand identity starts with transforming your corporate and business culture , not just updating your corporate design. Also, by shifting from a product-centric to an idea-centric culture and positioning , businesses can foster innovation and explore previously unsuspected market opportunities. This transition involves retrieving your company's original entrepreneurial spark and redefining its purpose, making them broader and more aspirational. Strategies to empower brand identity: Reframe market positioning: Move from a narrow focus on products to a broader idea-centric strategy that emphasizes your company's core values and vision. Foster innovation: Support creative thinking within the new strategic framework, as well as calculated risk-taking to drive new ideas. Promote a growth mindset: Encourage continuous learning and view challenges as opportunities for growth. Practical steps to foster innovation. To effectively overcome corporate limiting beliefs and empower the essence of your brand identity, consider the following steps: Corporate introspection: Conduct in-depth research on the company's founding history to rediscover and reignite the original entrepreneurial idea. Self-reflection and feedback sessions: Regularly engage with your team to identify and address limiting beliefs. Open communication can reveal deep-seated fears and misconceptions. Surveys and assessments: Use tools like the Organizational Culture Assessment Instrument (OCAI) to gather anonymous feedback and identify prevalent limiting beliefs within your organization. Consult external experts: Bringing in consultants can provide an objective perspective and introduce proven strategies for overcoming limiting beliefs. This is brand transformation. Our latest white paper highlights several cases of companies that successfully transformed their brand identities by broadening their purpose and positioning beyond their own (limiting) idea of themselves. And we show you cases of companies that chose to stay stuck in their own mind prison and failed, too.  "Overcoming Corporate Limiting Beliefs to Empower Brand Identity" is designed as a guide on how to overcome limiting beliefs and empower your corporate brand identity. We want to provide a possible process and actionable steps to help your business identify and transform what is holding it back, consciously or unconsciously. Useful reads. Here is a selection of transformative books for leaders interested in the topic: "The Big Leap" by Gay Hendricks This book addresses the concept of the "upper limit problem," which is the internal barrier that holds people back from achieving their full potential. Hendricks offers insights on how to identify and overcome these barriers to take significant leaps in personal and professional life. The book's practical advice and relatable examples make it a must-read for anyone looking to break free from self-imposed limitations​. "The 5-Second Rule" by Mel Robbins Robbins' book focuses on the power of making quick decisions to overcome hesitation and self-doubt. By counting down from five and taking action immediately, individuals can bypass limiting beliefs and build confidence. This straightforward technique has helped many readers overcome procrastination and achieve their goals​. "Limitless: How to Identify Your Fears, Challenge Your Self-limiting Beliefs, and Fulfill Your Potential" by Meghan Sanstad Sanstad's book provides a candid look at overcoming fears and limiting beliefs through personal stories and practical strategies. It emphasizes the importance of identifying and challenging these beliefs to unlock one's full potential​​ . "Feel the Fear and Do It Anyway" by Susan Jeffers This classic book confronts the emotion of fear, which underlies many limiting beliefs. Jeffers offers practical tools to face fears head-on and embrace challenges, transforming limiting beliefs into opportunities for growth and resilience​ (Noomii)​. "The Four Agreements" by Don Miguel Ruiz Ruiz's book provides a powerful framework for personal freedom and integrity through four key principles. These agreements help readers break free from limiting beliefs and adopt a more empowered and authentic approach to life. The book's profound insights make it an essential read for anyone looking to transform their mindset​. Limiting Beliefs: What Are They And How Can You Overcome Them? https://www.forbes.com/sites/joyburnford/2019/01/30/limiting-beliefs-what-are-they-and-how-can-you-overcome-them/ Tips For Business Leaders To Overcome Limiting Beliefs https://www.forbes.com/sites/forbesbusinesscouncil/2023/09/01/tips-for-business-leaders-to-overcome-limiting-beliefs/

You think you need a fancy MBA to land a brand manager role? Think again. While traditional degrees were once the ticket in, a new generation of brand leaders is making its way through grit, strategy, and hands-on experience. What's new is that, as brands become the top differentiator across industries and all things branding change very fast, many creative companies are no longer looking for certificates—they’re looking for smart people who can make their brand unforgettable. So, if you're wondering how to break into brand management without a degree, you’re not alone—and you're in the right place. The truth is, many successful brand managers have paved their way through hands-on experience, strategic learning, and online resources. In this article, I want to propose an alternative to the academic route, which is not a universal panacea and has its own downsides and upsides, and guide you through what you need to become a brand manager. I want to show you how the right training, like a solid online course , a bit of patience, and of course strong determination, can fast-track your success. Why Brand Management Matters (and Why You Don’t Need a Degree) Brand management is all about building and maintaining a company’s brand in a way that connects deeply with its audience, stands out in the crowd, and creates a cultural affinity with the audience that generates maximum customer loyalty. While degrees in marketing or even an MBA have been traditional pathways, today’s brand managers increasingly come from non-traditional backgrounds where skills and hands-on experience matter more than credentials. After all, it's not always that theory works in practice. And smart companies know that. The good news is that you can become a brand manager without an MBA or a degree in marketing by building relevant skills and gaining practical experience, and then selling it (and the results you achieved in the real world) to your dream employer. So let’s look at what those skills are and how you can start building them today. Key Skills and Experiences You Need to Become a Brand Manager If you’re aiming to get into brand management without a degree, you need to focus on developing these core skills: Strategic Thinking:  Brand managers are strategists who need to plan a brand’s direction, goals, and tactics. Understanding strategic marketing and positioning is crucial. Creative Insight:  Brand managers drive a brand’s look, feel, and messaging. Creativity helps craft unique campaigns that stand out in a crowded market. Understanding Consumer Psychology:  Knowing your audience’s motivations, preferences, and behaviors is key to effective brand management. Analytical Skills:  Brand managers evaluate campaign performance and make data-driven adjustments. Understanding analytics will help you measure success and optimize for better results. The best way to gain these skills, apart from studying academically, is hands-on experience through internships, entry-level positions, and practical learning modules. You have many good online brand management courses like Brand Master that offer a targeted approach, equipping you with the specific tools and insights you’ll use in the field. Just make sure you choose one that has a strong business focus and that is not just a designer course on how to do branding. If you want a brand manager role, being a logo designer, or even an advanced graphic designer, won't cut it. Here is a selection of six good branding courses that are available immediately and at a reasonable, affordable price for everyone. How to Build Relevant Brand Management Experience Without a Degree Volunteering and Internships to Build Experience Many top brand managers actually started by gaining experience through internships or volunteering in marketing roles. The advantage of the approach is that you don't have to stay long in each position, and so you can gain experience in a lot of different environments and sectors in a relatively short period of time. Offering your services to small businesses, startups, or even nonprofits is really a great way to get started. Not only will this build your resume, but it will also give you a portfolio of projects to showcase in future applications. Taking Online Courses to Fast-Track Your Knowledge Online courses have democratized learning for people who want to enter fields like brand management. Instead of dedicating years and thousands of dollars to a traditional education, you can take a specialized online course that provides in-depth training focused exclusively on branding. For instance, Brand Master  covers everything from brand positioning and identity to actionable strategies and real-world exercises. Unlike an MBA, which briefly (not so much, but still...) touches on many domains, this course course gives you a deep dive into branding and identity alone. Not only is it specific, but, like many other online course, it’s also designed for self-paced learning, which makes it ideal for working professionals. Can You Become a Brand Manager Without an MBA? One common question is, “Can I become a brand manager without an MBA?” Let's be down to earth, while MBAs can open doors, they are also a costly, time-intensive investment. For example, a year-long MBA in a city like Geneva could cost upwards of $30,000–$50,000 in tuition alone, not to mention the time commitment required to complete it and the living expenses. You would have to land a damn good job after that to make up for the total investment. While MBAs cover a broad curriculum—including finance, operations, and leadership—brand management is often just one module among many. This generalist approach means you may not get the in-depth training that a dedicated course can offer. For those who want an efficient, focused way to learn branding, a course like  Brand Master  is often a better choice. Not only is it more affordable (like, FAR MORE affordable), but it also provides actionable insights that you can apply immediately to real-world brand challenges. If the MBA level matters to you, know that it indeed derived from the brand management module, but expanded, that is taught in a prestigious business school in Geneva. And if the certificate of completion is also one of your criteria, you will get one too with Brand Master. Learn How to Become a Brand Manager with Real-World Exercises and Guidance The real world skills are what really make a difference, and if you’re interested in becoming a brand manager without a degree, it’s essential to find resources that provide practical, hands-on training. So if you decided to go the online, self-paced learning route, you need a course that offer exercises and real-world examples to guide you through the branding process step-by-step. Brand Master is self-paced, meaning you can complete it alongside a full-time job or other commitments. This makes it a flexible choice for anyone seriously transitioning to brand management. How Long Does it Take to Become a Brand Manager Starting from Scratch? This is a question I often get, and it's perfectly valid. My estimate is that for a person starting without experience, the journey to a good brand manager role generally takes  2 to 5 years , depending on their dedication, learning path, and the opportunities they pursue along the way. Here’s a rough breakdown of my estimated timeline, based on the suggested steps: Skill Development & Foundational Knowledge (6 months - 1 year): Starting with online courses , along with self-study through books and resources, fast-tracks essential knowledge and skills. Good, comprehensive courses offer a structured way to understand branding fundamentals, while books deepen strategic thinking. Hands-On Experience (1 - 2 years): Building experience through internships, entry-level roles (like marketing coordinator or brand assistant), or volunteer work is key. These are roles in which candidates can typically apply their newly-gained branding knowledge, handle real-world tasks, and build a portfolio of projects to showcase in future applications. Targeted Networking & Industry Connections (6 months - 1 year): Networking with professionals in branding or marketing through LinkedIn, industry events, or mentorship programs is a paramount career accelerator. Don't wait until you have completed all your curriculum, because networking takes time and trust is also built over time. Building relationships often opens doors to roles that otherwise take longer to achieve through applications alone. Progressing to Brand Manager (3 - 5 years total): After gaining foundational experience and a good network that knows what they do, a professional can usually progress from an entry-level marketing or branding role to a brand manager position, especially if they consistently build their skills, produce measurable results, and advocate for their career growth. In short, the  2-5 year  range is very realistic, but it depends on factors like access to learning resources, the quality of experience gained, and proactive networking efforts. The Path Is More Accessible than Ever Let's be honest, now is the time and the path to becoming a brand manager without a degree is more accessible than ever, for all the reasons explained in this article. By focusing on developing the right skills, gaining hands-on experience, and leveraging solid online courses, you can build a career in brand management without formal education. Which is great news to many. And, if you’re ready to fast-track your journey, we spent two years crafting the  Brand Master course  to help you gain the in-depth, practical skills that more general management programs often can’t offer when it comes to branding specifically. Additional Reads to Deepen Your Knowledge in Brand Management If you’re serious about entering brand management, it goes without saying that reading is also one of the best ways to deepen your understanding of branding principles, strategy, and consumer psychology. Here are books that I recommend and that will complement your practical training, give you a strong foundation, and deepen your understanding of what it takes to build and manage a successful brand. "Building a StoryBrand" by Donald Miller This book dives into storytelling as a powerful branding tool. Miller explains how brands can use storytelling frameworks to clarify their message and connect with customers on an emotional level—a crucial skill for brand managers. "Shoe Dog: A Memoir by the Creator of Nike" by Phil Knight While not a traditional branding textbook,  Shoe Dog  offers a firsthand look at how Nike became one of the world’s most iconic brands. Knight’s story sheds light on the brand-building challenges and triumphs, and it’s a must-read for aspiring brand managers. "Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger Contagious  explores why some ideas and brands catch on while others fade. Berger’s insights into word-of-mouth marketing and consumer psychology can help brand managers create campaigns that resonate and generate buzz. "How Brands Grow: What Marketers Don’t Know" by Byron Sharp This book challenges conventional marketing wisdom, focusing on evidence-based strategies for brand growth. Sharp’s insights on brand loyalty, market penetration, and consumer behavior are invaluable for brand managers looking to drive measurable results.

A question that we get often is: "What's the difference between a brand manager and a marketing manager?" The answer is, while both play crucial roles in the growth and success of a company, their responsibilities, goals, and techniques differ significantly. Failing to understand this distinction can lead to inefficient resource allocation, inconsistent branding, poor strategic planning, decreased brand equity, reduced market competitiveness, employee role confusion, and ineffective campaigns. So let's explore the key differences between a brand manager vs marketing manager, in order to understand their unique contributions. Brand Manager vs Marketing Manager: Key Differences Explained Brand Manager A brand manager is responsible for managing the identity and image of the brand. Their primary goal is to ensure that the brand remains consistent and strong in the minds of consumers. Key responsibilities include developing brand strategies, ensuring brand consistency, managing brand equity, and analyzing market trends. In some companies, particularly large ones that use the House of Brands architecture and business model, individuals titled "brand managers" may actually handle both branding and marketing efforts for a specific brand. Here the brand manager functions similarly to a CEO of that brand, overseeing all aspects of its branding and marketing. This role combines the responsibilities of traditional brand management with the tactical execution of marketing strategies, making them both brand and marketing managers for that particular brand. Marketing Manager A marketing manager oversees the promotion of products or services. They focus on creating and implementing marketing strategies, managing budgets, analyzing campaign performance, and driving customer acquisition and retention. Their techniques include market research, advertising, digital marketing, and sales promotions. Goals and Objectives Brand Manager Goals The primary goals of a brand manager include building and maintaining a strong brand image , enhancing brand loyalty , and aligning brand strategies with overall business objectives. They focus on long-term brand equity and consumer trust. Marketing Manager Goals Marketing managers aim to increase sales , enhance product awareness , and drive customer acquisition . Their objectives are often short-term and campaign-focused, aiming to generate immediate results through targeted marketing efforts. Techniques and Applications Brand Management Techniques Brand managers use various techniques to position a brand effectively in the market. These include brand positioning, corporate identity development, and brand equity management. They work to create a cohesive brand image and ensure consistent messaging across all platforms. In summary, they work on the entity that will market the products and stand for them in the mind of the audience. Marketing Management Techniques Marketing managers implement campaign management, market segmentation, and digital marketing strategies to reach their target audiences. They analyze data to optimize campaigns and maximize ROI, focusing on both online and offline channels. In other words, their job is to promote and sell the products for the brand. However, if the brand itself is not recognized or badly perceived by the audience, their job will require more efforts and will be more expensive. Comparing Brand and Marketing Managers While there is an overlap in responsibilities, the focus areas of brand managers and marketing managers are distinct. Brand managers are strategic thinkers focused on long-term brand health, whereas marketing managers are tactical executors driving short-term sales and engagement. This being said, both roles are interdependent; brand managers set the tone and direction, which marketing managers bring to life through their campaigns. Misconceptions and Realities The titles "brand manager" and "marketing manager" are often used interchangeably in smaller organizations. However, these roles have distinct focus areas. A brand manager focuses on creating and maintaining a unique market presence, ensuring the brand stands out to its audience. On the other hand, a marketing manager handles the overall promotion and marketing strategies. Advice for Smaller Companies For professionals in smaller companies where one person might be handling both roles, it's always important to balance strategic brand building with tactical marketing efforts. Here are some tips gained from experience: Prioritize Brand Consistency: Ensure that all marketing efforts reflect the brand’s core values and identity. Allocate Time for Strategic Planning: Dedicate regular time to develop long-term brand strategies, even while managing day-to-day marketing tasks. Use Data to Inform Both Roles: Use market research and analytics to make informed decisions that benefit both branding and marketing efforts. Seek Continuous Learning: Stay updated with the latest trends in both branding and marketing to effectively merge the responsibilities. You will effectively contribute to your company's success – even in resource-constrained environments – if you clearly understand and balance the demands of both roles. It is essential to understand the differences between a brand manager vs marketing manager for any business looking to grow and make a difference. Both roles are vital to a company's success, each contributing uniquely to its growth and stability. Clearly defining these roles will enable your business to create a synergy of strengths that is hard to beat.

Does your brand suffer from BVCT (Bland Values & Corporate Truisms)? If it's the case, this article might be for you. Brand values are the essence of every brand's identity. They act as guiding principles that influence every action, decision, and communication a brand makes. Branding speaks to the subconscious, subjective mind of people, and when these values are well-defined and authentic, and well represented and embodied, they build trust and loyalty , and create a deep, lasting emotional connection with your audience. So let's explore how to develop distinct and personalized brand values that align with your mission, positioning, and overall brand identity. We’ll also see examples of how two leading brands, even if controversial at times for some, use their values to fuel growth and stay connected with their audience . What Are Brand Values? Brand values are more than abstract ideals. They are actionable behaviors and commitments that shape how you interact with your customers, employees, and the world. Brand values (or should we say, brand behaviors ?) help to keep a brand grounded and authentic, guiding everyday decisions, including business decisions , while keeping the promise made to its audience. Your brand values should feel personal and distinctive, and provide a clear sense of what your brand stands for. Examples of Brand Values Here are examples from well-known brands: Nike’s Brand Values Include: Innovation Authenticity Inspiration Every athlete in the world Connectedness Distinctiveness These values go beyond the generic and truly reflect Nike's global mission and identity. Tesla's Brand Values Are: Doing the Best Taking Chances Respect Continuous Learning Environmental Responsibility These values reflect Tesla’s commitment to pushing the boundaries of innovation and sustainability . By emphasizing respect and continuous learning, Tesla fosters a culture of growth and collaboration , while its focus on environmental responsibility underpins its mission to accelerate the world’s transition to sustainable energy. These values guide every employee and partner, ensuring alignment with Tesla's vision of a cleaner, more innovative future. Step-by-Step Guide to Defining Your Brand Values 1. Start with Your "Why" and "How" This is your fundamental strategy platform and everything stems from it. Your brand’s positioning and values should emerge naturally from your mission ("Why") and unique approach ("How"). You can read this article I wrote about brand positioning vs marketing positioning to understand why it is so. Start by reflecting on what your brand truly stands for and how you want to differentiate yourself in the market. For example, review your company's history and your founder's mentality, and figure out why your company started in terms of ethics, values and world view, more than in terms of products or services. This is a very crucial part , and to be frank, you shouldn't even try to develop anything brand if you haven't precisely figured that part out. For example, Nike's mission is to bring inspiration and innovation to every athlete in the world. This informs values like "Connectedness" and "Authenticity," which emphasize a genuine connection between Nike and its audience . 2. Identify Unique Behaviors Next, think about how your brand can embody distinct values in a way that is genuinely, factually authentic . Instead of relying on overused terms like "innovation", "excellence", or "customer centric" (honestly, isn't it expected from ANY business to be customer centric, and isn't suspicious to feel the need to say it?), try exploring more unique, personal values that are really you. For example, why not try to focus on: Cosmopolite Passion Accuracy Discovery Discretion Activeness These are strong brand values because they are more than ideals : they reflect specific behaviors and attitudes that probably gave birth to your company the way it did, and that your brand can bring to life in everyday operations. 3. Craft a Set of 3 to 5 Actionable Brand Values Translate these unique behaviors of yours into 3 to 5 clear, actionable values. Each value should reflect real behaviors that your brand can actively demonstrate through its services, communications, or operations. For example: Cosmopolite: You naturally operate with a global mindset, embodying diversity and drawing inspiration from different cultures and places. Passion: You are genuinely obsessed (and have always been) by what you do, and your deep enthusiasm and dedication is tangible in your products or services, and in the experience for your customers. Accuracy: The attention is your priority, and you ensure that everything is delivered with precision and care, or is not delivered at all until it meets your precision standards. Discovery: You constantly explore new ideas, question everything and do things differently, you push boundaries and encourage customers to embrace curiosity and exploration with you. 4. Avoid Generic Terms Stay away from overused values like "professionalism" (which business isn't professional???), "integrity" (again, why do you feel a need to say it?) or "innovation" (well, it's easy to just say it...) unless you can give them a unique twist or context . For instance, rather than using "professionalism," which sounds like corporate truism to most, consider "Mastery"—a more personalized and specific value that speaks to expertise and dedication in your field. 5. Refine and Test Review your values and ask if they are truly unique to your brand. Of course anyone can have values in common, but could any other company claim the same set of values ? If so, go deeper and refine your set until it speaks directly to your brand’s identity. Context: Brand Values in the Complete Brand Development Process Brand values come after brand positioning and before brand attributes in the branding process, helping to cement how your brand will uphold its promises and positioning. They act as a bridge between your positioning and brand attributes, the next step in the process . Brand attributes describe the characteristics and personality of your brand, and they should flow naturally from your brand values. For example, if "Passion" is a key value for your brand, your attributes might include "Energetic" and "Empathetic," reflecting how passion is expressed in your brand’s personality. If you're interested in learning the complete sequence of a proper branding process , the Brand Master online course outlines all 53 key elements and essential skills of building a strong brand identity. It's probably the best way to ensure that every element, from positioning to values to attributes, and then visual identity, aligns perfectly for 100% consistency, authenticity and durability. An Example with a Not-So-Obvious Relationship: Accounting Standards and Brand Values How you live your values must be tangible in everything you do , and the relationship between accounting standards and brand values, while not immediately obvious, is a good example of how a set of values can be implemented in a company beyond just marketing . For example, if your brand values discretion or accuracy, you must also reflect these principles in your financial reporting and adherence to accounting standards. Looking for Examples? Check out Liza Furze’s list of 200 brand values for inspiration on how to craft values that are unique and meaningful to your brand. It's a great resource for inspiration! Final Thoughts Developing brand values is about defining who you are as a brand and committing to behaviors that reflect your mission and personality. Values that are specific, authentic, and actionable will help you create a brand that resonates deeply with your audience and builds lasting loyalty. Additional Reading "Start with Why: How Great Leaders Inspire Everyone to Take Action" by Simon Sinek "Built to Last: Successful Habits of Visionary Companies" by Jim Collins and Jerry I. Porras "Delivering Happiness: A Path to Profits, Passion, and Purpose" by Tony Hsieh

As a business owner or executive, you may have often wondered why branding costs so much. But what if we told you that professional branding is not an expense, but a long-term investment with measurable financial benefits? Because spoiler alert, compared to the value it brings, branding is not expensive. Am I saying it in my own interest? Actually not, I'm saying it in your interest. Because nothing you can ever do will have more overall impact on your business than branding. Still need to be convinced? Let's explore how branding impacts your bottom line and why it is essential to consider branding as a strategic financial move, rather than a short-term expense. Brand Equity: The key to sustainable growth Investing in your brand equity is an investment in sustainable growth. Strong brand equity has been linked to higher profit margins, as customers are willing to pay more for a brand they trust. A strong brand provides a buffer against price competition, enabling you to charge a premium for your services. Fundraising and valuation: The power of a strong brand A strong brand is an asset that investors take seriously. Companies with a strong brand attract investors up to 50% faster and raise 30% more on average. Additionally, a strong brand can increase a company's valuation by up to 20%. An investment in branding can pay dividends when it comes to fundraising and company valuation. Profit margins and customer loyalty: The connection to strong branding A strong brand leads to higher profit margins. Consumers are willing to pay more for a brand they trust. Loyal customers are more likely to recommend your brand to others, resulting in higher revenues. Increasing customer loyalty rates by 5% can increase profits by up to 95%. Customer self-selection and cross-selling: Key drivers of revenue Well-crafted branding can help your business to self-select customers, leading to higher conversion rates. Similarly, a unified brand experience can enable cross-selling, leading to increased revenues per customer. Marketing costs and branding: Minimizing expenses Strong branding increases your brand awareness and reduces your customer acquisition costs. A strong brand also enables you to achieve more significant reach within your market, reducing the need for costly outreach efforts. Talent acquisition: Branding's growing impact A strong brand can help attract and retain top talent, reducing talent acquisition and onboarding costs. Employees prefer to associate themselves with brands they believe in, leading to higher employee engagement and job satisfaction. Your most annoying competitor is investing in branding: Are you? Not investing in branding can lead to lost market share, missed opportunities, and weaker investor traction. Perception matters, and a strong brand can help you differentiate yourself in a crowded market. "Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful." - Sir Richard Branson The value of long-term investment in branding Professional branding is a long-term investment that will pay back in spades over time. Investing in branding can lead to higher profit margins, higher revenues, and higher valuations. The benefits of branding are measurable and can lead to significant returns over the long term. If you are not investing in branding – and here I just want to make it clear that a pretty logo won't cut it – you are missing out on a significant opportunity for sustainable growth. Don't let your competitors outshine you – invest in your brand today, because your company is nothing more than a brand in the mind of your customers. Good reads for you: INVESTOPEDIA – Brand Equity https://www.investopedia.com/terms/b/brand-equity.asp FORBES – How Branding Impacts a Company's Valuation https://www.forbes.com/sites/forbesagencycouncil/2018/05/31/how-branding-impacts-a-companys-valuations/?sh=7e6b1d3c6f5d HARVARD BUSINESS REVIEW – The Value of Keeping the Right Customer https://hbr.org/2014/10/the-value-of-keeping-the-right-customers FORBES – How Branding Can Help You Cross-Sell and Up-Sell https://www.forbes.com/sites/forbesagencycouncil/2019/08/29/how-branding-can-help-you-cross-sell-and-up-sell/?sh=7b5d2b5c4b1e BUSINESS TO COMMUNITY – 5 Ways Branding Can Save Marketing Costs https://www.business2community.com/branding/5-ways-branding-can-save-marketing-costs-01283031 FORBES – How Branding Can Help You Attract and Retain Top Talents https://www.forbes.com/sites/forbesagencycouncil/2018/09/05/how-branding-can-help-you-attract-and-retain-top-talent/?sh=4a9d4d4d5a0d FORBES – How Branding Can Help You Differentiate Yourself From Competitors https://www.forbes.com/sites/forbesagencycouncil/2019/04/08/how-branding-can-help-you-differentiate-yourself-from-your-competitors/?sh=7f7d4b2f6b4f

As a brand strategist and brand creator with years of experience in both corporate and personal branding , I can tell you with certainty that combining both is not only possible but one of the most powerful brand strategies out there. Dual branding , as we like to call it, involves building a strong corporate brand and a solid personal brand associated with the business leader(s). On one hand, the corporate brand represents the company's image and reputation; on the other hand, the personal brand represents the leader's image and reputation. This advanced CEO branding strategy allows the company to differentiate itself from competitors in the most authentic way possible and connect with its target audience on a personal level. And the benefits don't stop there. Influencers and content creators can also benefit from dual branding by aligning their personal brand with their content or business brand to create a lasting image that resonates with their audience. Here, differentiation is everything. Why is Dual Branding the next level CEO branding strategy? Many people consider corporate branding and personal branding as separate processes. But that couldn't be further from the truth. Both are closely intertwined and have a significant impact when used in parallel . Having a strong personal brand backing a business is one of the best ways to stand out in today's crowded marketplace. It will guide the company's business and innovation efforts, establish trust with the target audience, and ultimately drive understanding , loyalty , sales , cross-selling , and, heaven of marketing, customer self-selection . By aligning your personal and company brands , you can project a powerful and authentic message that resonates with your target audience. This consistency generates a lasting image with more depth and meaning than a strictly commercial brand. How can dual branding work for you? If you own a business or are an influencer/content creator, you can differentiate yourself from competitors and make a lasting impact by leveraging dual branding. To make the most out of this strategy, you need to be consistent in messaging, tone of voice, and visual identity across all platforms, from social media to marketing materials. Every detail counts – even how you tell your personal brand story , as storytelling is essential to create a personal connection with your target audience and convey your company's values , purpose , and mission . It's always essential to be authentic and genuine when developing your personal brand story. You also must be willing to take risks and be a little bit of a rebel. As an Apple commercial once said, "Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo." If you're not sure where to start, just remember that consistency and a well-defined brand personality will set you apart from the competition. And it's never too early or too late to start working on your personal and corporate brands. Why should you start now? It's common to think that professional branding is only for large corporations or high-profile individuals. However, many of today's most successful companies were once small and midsize businesses that invested in strong branding strategies right from the start . By leveraging dual branding, you can achieve the same success, regardless of the size or nature of your business . A strong brand strategy will attract investors, set you apart from the competition, and increase your chances of long-term success. Remember that branding is never a one-time task. Continuously monitor and adjust how your two brands interact, ensuring that both remain relevant and aligned with your values, purpose, and mission. This is how dual branding enables businesses of all sizes, influencers, and content creators to create an authentic message that lasts and grows.

As a seasoned brand strategist and designer with over two decades of experience, I'm no stranger to the ever-changing world of content creation. And with the rise of AI language models, it has become more important than ever to develop a unique and specific Brand Persona before trying to generate content. Let me make this crystal clear: if you don't establish an AI Brand Persona first, you run the risk of producing generic, uninteresting content that fails to engage your audience. This can lead to losing your market share, alienating your customers, and damaging your reputation. And let's not forget the long-term implications – losing your competitive edge, becoming irrelevant, and losing the very essence of your brand and business. To avoid such a disastrous outcome, it's essential to create a Brand Persona that guides the production of consistent and compelling content. Your AI language models will need this mental blueprint to write in the correct tone of voice, style, and lexicon. Without it, you'll be adrift in a sea of indistinguishable content that damages your brand's reputation and sends your customers scurrying for the hills. Who will come out on top of the generative AI game for content marketing strategy? The AI game is heating up, and only those businesses that use a consistent and well-defined Brand Persona will emerge as winners. The rest will be left behind, bearing the full responsibility of the damage caused by uninteresting, irrelevant, and generic content. Let's face it – AI language models are not creative in the same way that humans are. They can't generate content that resonates with your specific audience without proper guidance. But using an AI Brand Persona will allow you to develop content that speaks directly to your target audience, establishes a connection, and fosters loyalty and engagement. Think of your Brand Persona as a mental blueprint for consumers. It's essential for creating content that resonates with your audience and fosters a sense of trust and engagement. And as the volume of content generated by AI language models continues to grow, having a distinct brand personality will become even more critical to staying relevant and avoiding getting lost in the noise. Personal branding? Same rules apply And let's not forget the importance of personal branding in all of this. If you're making your activities public, it's just as important to develop a specific Brand Persona for your content marketing strategy. This will enable you to establish yourself as a thought leader and expert in your field, creating content that reflects your core beliefs, objectives, and personality. The bottom line is this – if you want to maintain your competitive edge, you need to establish an AI Brand Persona before creating any content. Failure to do so will undoubtedly lead to the erosion of your brand's significance and equity. So, stay ahead of the game and create a Brand Persona that sets you apart from the crowd. An example of Brand Persona for AI content marketing strategy: Here is a quick example of what could be the Brand Persona for AI Prompting for a made-up skincare line called "GlowBotanics." Positioning: GlowBotanics is a skincare line that uses natural and organic ingredients to promote healthy, glowing skin. Psychology: GlowBotanics is a brand that believes in the power of natural ingredients to deliver transformative results. We want our customers to feel confident and beautiful in their skin. Style: Our brand has a clean, modern aesthetic that reflects our commitment to natural ingredients and sustainable practices. Attributes: GlowBotanics is all about healthy, glowing skin. Our products are made with natural ingredients like aloe vera, rosehip oil, and green tea extract. We also prioritize sustainable and eco-friendly packaging. Purpose: Our purpose is to empower people to feel confident and beautiful in their skin by providing effective, natural skincare solutions. Writing Style: Warm and inviting, Professional and informative, Conversational and friendly. Terms to Use: Natural, Organic, Eco-friendly, Sustainable, Nourishing, Transformative, Glowing, Radiant, Healthy, Beautiful. Terms to Avoid: Chemical, Synthetic, Artificial, Toxic, Harsh, Unnatural, Ugly, Imperfect, Unhealthy. Using this Brand Persona, an AI language model would be able to generate a content marketing strategy that reflects the specific brand's values, goals, and personality. It would be consistent with the positioning, psychology, style, attributes, and purpose of the brand, ensuring that it resonates with GlowBotanics' target audience and helps to build a strong brand identity.

Before you decide on your logo or tagline, consider what your brand's dominant color will convey to your audience. Because people first identify colors, then shapes, and finally, they read words . Thus, your brand color is actually the most important aspect of your brand identity, even before the logo! But choosing the right flagship brand color isn't just about aesthetics, trends or personal taste (not even your designer's one); it's about psychology and identification . First, develop your brand's positioning, values, and attributes. This is because when selecting your brand color, you need to have a clear understanding of your brand’s position in the market ; it matters significantly more than you may think and you will see why below. With this in mind, here’s how to select a color that not only stands out but also genuinely embodies your brand’s identity and ethos (and not what your competitors do or what your friends like). The psychological impact of brand colors Brand colors do more than decorate; they communicate . The psychology behind color is complex because it's both culturally specific and personal. However, understanding general trends can guide your choices. For instance, blue suggests reliability and professionalism, often used in finance and technology. Red, known for its intensity, is prevalent in industries driven by passion and excitement, such as food and sports. A quick overview of color meanings Each color carries different meanings and can influence customer perception . Selecting the right shade can enhance brand recognition and foster brand loyalty . - Blue: Trust, calm, and order - Red: Passion, excitement, and danger - Green: Growth, health, and tranquility - Violet: Luxury, spirituality, and contemplation - Black: Sophistication, formality, and mystery - Orange: Creativity, fun, and youthfulness - Yellow: Optimism, attention-grabbing, and energy Strategic color positioning Top tips to choose an impactful brand color Your brand’s color should reflect its positioning and aspirations and occupy a legitimate position both in the market and in the minds of your audience . Below, I give you three strategies to consider when selecting your brand’s primary color. Route # 1: Integration Integrating your brand’s color with the dominant hue of your industry can solidify its belonging while distinguishing it through nuance. However, if you’re a dominant brand in your market (in terms of size, most often), you might want to adopt black and red to signify your leadership. For example, in a financial sector dominated by blue tones, the Swiss banking leader UBS stands out by opting for distinctive black and red, demonstrating leadership in the industry. Route # 2: Revolution If your brand aims to challenge the status quo , choosing a revolutionary color could be your answer. Complementary colors create high contrast and signify boldness. Orange’s choice in the telecommunications industry exemplifies this, as it breaks away from the conventional blue to signal innovation. Route # 3: Rebellion For brands that resonate with independence and disruption , selecting an unconventional color can speak volumes. Starbucks, for example, uses green to differentiate itself in the coffee industry, which traditionally favors reds and browns, emphasizing its commitment to sustainability and ethical practices. Try it for yourself There you have them, my top tips to choose an impactful (and relevant) brand color . Remember that selecting the right brand colors is a strategic decision that can significantly influence how your brand is perceived . Whether you choose to align with your industry standards , stand out as an innovator , or disrupt the market , your colors will communicate volumes before a single word is read. Ready to pinpoint your perfect color? Download our Strategic Color Positioning Model today and define the color that best represents your brand identity! You can get it for free here .

Let's be real here: if you're not prioritizing branding for your business, you're committing business suicide. A weak and nonsensical brand image can wreak havoc on your company in ways you've never considered. And yet, so many entrepreneurs continue to ignore this essential aspect of their business, believing that they're saving money in the short term. But what they fail to see is the long-term impact of not investing in branding. Spoiler alert: it's A LOT! So why do business owners still not take their branding seriously? Here are the top five reasons I've seen in my career: 1. Lack of understanding The first and most common reason is simply that many business owners don't understand the importance of branding. They see it as a superficial aspect of their business rather than acknowledging it as an essential aspect of their overall strategy and the very embodiment of their company's reason for being. But your brand is much more than your logo; it's how you present your business to the world. It's what sets you apart from your competition, and it's what makes you memorable. Neglecting it means risking going unnoticed in a sea of other businesses and potentially losing customers. "In the eyes of your customers, you are not a business, a product, or a service – you are a brand. Your brand identity is the lens through which they view and interact with you, and it's up to you to make sure that lens is crystal clear and consistently relevant." 2. Limited resources Entrepreneurs also often cite limited resources as a reason for neglecting their branding. They believe that branding is an expensive activity and prioritize spending on more "practical" aspects of their business, such as inventory or staffing, instead. But in today's world, there are so many resources available that developing a top-notch branding strategy and identity is more affordable than ever. And in reality, good branding is about dedication, not money. It's about investing the time and effort necessary to understand your brand's purpose and create a powerful visual identity that represents it. 3. Short-term focus Many business owners may focus too much on short-term goals and overlook the long-term benefits of investing in branding. They prioritize short-term sales and revenue over building a solid and recognizable brand that's designed to last. But here's the thing: when you focus on your brand, you're setting yourself up for long-term success. By developing a clear vision for growth and a brand identity that resonates with your audience, you're more likely to achieve short-term success as well. 4. Fear of failure Some entrepreneurs may be hesitant to invest in branding because they're afraid their brand won't be successful or make a difference. But the truth is that without taking that first step and believing in your brand, you won't get anywhere. Building a successful brand takes courage and effort, but it's worth it in the end. 5. Lack of knowledge and guidance Lastly, some business owners may need access to the knowledge or guidance required to develop a solid and effective brand. But with so many books, programs, tutorials, and tools available today, there's no excuse for not taking the time to learn about branding and how to apply it to your business. Neglecting branding can severely limit the growth and success of your company. It's time to wake up and start taking it seriously. Invest in your brand, develop a clear strategy, and create a consistent visual identity. Your business's future depends on it. The time to prioritize branding strategy is always now It's time to stop neglecting branding and start taking it seriously. Good branding is not an optional extra; it's an essential component of your business's success. In reality, NOTHING else matters beyond the givens of service and product quality. By taking the time to develop a powerful brand strategy and identity, you're setting yourself up for long-term growth and success. So don't be your business's worst enemy. Take the necessary steps to understand the importance of branding, invest in it, focus on the long-term benefits, don't be afraid to fail, and seek out the knowledge and guidance you need along the way. Your business, your customers, and your bottom line will thank you for it.

When it comes to selling, franchising, or simply growing your business, your brand can make all the difference. A strong brand creates a perception of success, trustworthiness, and longevity, making your company a more attractive option for potential buyers or franchisees. Brand strategies for small and midsize businesses: What are we talking about? You may already have a logo and a fantastic brand kit... but a real brand strategy is not just about appearance. A strong brand translates into real value for your business. It can increase your perceived worth, making it easier to secure financing or attract investors. It can also make customer acquisition and retention easier and more cost-effective. On the other hand, a weak or non-existent brand can hinder your business's growth potential, making it less appealing to investors or buyers. It can also limit your ability to differentiate yourself from competitors, ultimately hurting your bottom line. Does your audience vibe with you? Building brand strategies for small and midsize businesses that truly resonate with the target audience requires effort, time and resources, but the rewards are many. Here are some reasons why having a strong brand is critical for your business's success: Increased Perceived Value: A strong brand can increase your business's perceived value, making it fetch higher prices if you plan to sell it. Brand association plays a significant role in how buyers perceive a business's value. A well-known and respected brand can command a higher price than one with a weaker brand, as customers are willing to pay more for a brand that elicits trust and is associated with success. Easier Funding: A well-established brand can make it easier for businesses to secure financing for their operations or expansion. Lenders are more likely to provide funding for a business with a strong and recognizable brand in its category, especially if the business has a proven track record of success. Prospective franchisees will also be more open to supporting a franchise with a strong brand as it implies a higher success rate and provides them with a solid reputation to leverage from. Stronger Customer Base: A brand helps to establish a customer base that is loyal and engaged. Businesses with strong brands tend to have a more powerful and popular online presence with a better reach and engagement rate, which makes them more attractive to prospects as they can be leveraged to generate more leads, sales, and revenue. In contrast, potential buyers, business partners, and franchisees know that a weaker brand will require more marketing and sales costs to achieve similar results and is hence less profitable. Competitive Advantage: A well-crafted brand strategy can differentiate a business from competitors and provide customers with a unique value proposition. Your brand helps to create an emotional connection with your customers, which ultimately creates a sense of loyalty and encourages brand advocacy. Customers not only purchase your product but also relate to your brand by sharing your values or aesthetic, resulting in a more substantial and more motivated customer base. Long-term Sustainability: A business with a strong brand has a better chance of sustaining itself in the long term. Brands remain even when products have become obsolete or when there is a shift in your focus. As a result, brand equity accrues, and customers continue to value and relate to your brand even as the business evolves or expands into new markets or product lines. Investing time and resources into building your brand now can create significant returns in the long run. It can mean the difference between selling off your assets at the end of your term or selling a thriving and valuable business. Don't settle for mediocre. Branding is not just a cosmetic aspect of your business. A strong and well-defined brand can increase your business's perceived value, make it easier to secure funding, attract interested parties, and ultimately generate more revenue. You can change everything without even changing your logo. Your brand is the idea you sell to people, and how you interact with them. So, it's significant to prioritize branding in your overall business strategy, regardless of your business's size or industry. You will empower yourself and open a pathway towards building an enduring business that you can find profitable and rewarding for years to come. Why not analyze your branding yourself, instead of paying an agency? If you want to see if you're really on top of your game with branding, or identify where you can improve for little to no money but with a professional approach, then I recommend you check out our online brand management course today.

Are you feeling overwhelmed by the different branding options available? Does your company struggle to stand out in a sea of competitors? One solution could be to simplify your branding. Many large companies, such as Kya, Klarna, and Pepsi-Cola, simplified their logos and debranding, moving away from 3D designs. In this post, we will explore why this trend towards simplicity is gaining popularity and why it is beneficial for small and mid-size businesses too. Adapting to the digital era In today's digital age, simplicity is more effective than ever before. Consumers are bombarded with an overwhelming amount of information online, and they have less attention to give to each individual brand. By simplifying your logo and debranding a bit, you can make your brand more recognizable and easier to remember. Not only that, but you can reproduce it across different platforms, from social media to billboards, to make sure your brand stands out. Embracing versatility Simplifying your branding also allows you to be more versatile. A simple logo can be adapted to different media and applications, which means your brand can reach a wider audience and create a bigger impact. Choosing simplicity Simplicity can convey a sense of timelessness and sophistication that attracts potential customers. By keeping your logo and branding simple, it can make your business come across as more trustworthy and professional. Especially for mid-size businesses, being simple can give a sense of established and serious. Conveying sobriety Simplicity can also help a business to focus on values and sustainability, rather than on making quick sales. By focusing on the values that drive your company and the impact it has on the environment and community, you can attract customers who share your values. Reducing costs By simplifying your branding, a business can reduce costs while still creating a strong reputation. Traditional 3D branding designs and marketing campaigns can be expensive, and difficult to reproduce across different platforms. Simplifying your branding can help you concentrate on more important things that need attention. Why you should debrand and simplify everything too Simplicity is a rising trend that many big brands are following, and it can benefit your business too. A simple logo can make your branding more recognizable, versatile, timeless, and cost-effective. It can show your business as established and sophisticated, and help you concentrate on values and sustainability. It can also attract a wider audience and create a strong reputation.

As a startup founder, you know that attracting investors and securing funding is crucial for your business's success. But did you know that branding can play a significant role in achieving these goals? In this post, we'll explore why branding is essential for startups and how it can help you attract the right kind of investors and secure funding. Establishing credibility and legitimacy Investors are not just looking for a great product or service – they're also looking for a team with a solid business plan and a clear vision. A well-crafted brand can communicate all of these things. It helps the company establish its credibility and legitimacy. A professional and polished brand is more likely to be taken seriously by potential investors than one that looks amateurish or "still in the works". It also establishes the company's authority in its market and implicitly positions it as a leader in its industry, which can make financial partners more confident in its ability to succeed. Attracting the right kind of investors Branding can also help you attract the right kind of investors. A clear and consistent brand message can draw the attention of those who share your values and your vision, and are interested in the same kind of products or services. This can make it easier for you to find partners who are truly passionate about what you do and how you do it, and who will be more likely to stick with you for the long term. Communicating your value proposition Having worked seriously on your brand also enables you to clearly communicate your unique value proposition and objectives, which makes it easier for investors to understand the potential return on investment and how your product or service can open a category or fulfill a specific need in the market. Raising more money, faster, with serious startup branding When it comes to fundraising per se, branding also plays a crucial role. A well-crafted pitch deck and other marketing materials will not only communicate your value proposition more effectively but will also magnify it with emotional context and convey its added value in a more impactful way. Research shows that startups that invest in branding tend to raise 30 to 50% more money than those that don't, and raise it 30% faster on average (Harvard Business School). Digital presence A consistently branded digital presence is also essential to reach out to investors. An engaging website, active social media accounts, and a well-designed digital portfolio with coherent messaging and visuals across the board will showcase your vision, products, and services in a more engaging and appealing way. Remember that you never have a second chance to make a good first impression and that this does not only apply to digital-first industries. Attracting the right talents Last but not least, having a clear Brand Identity will also help you to attract the right kind of employees, partners, and suppliers, which is important for investors when they look at your business setup. A strong and consistent brand gives you more chances to attract the right talents, the ones who align with your values and vision and will genuinely make a great team to drive your project forward. This is the make-or-break factor for your startup's success Branding is a vital aspect of your startup's success and can play a crucial role in attracting investors and securing funding. By investing time and effort into creating a strong brand right from the start, you will increase your chances of success and put yourself on the path to growth and profitability faster. Don't park branding down the road in your business plan (actually did you know that Elon Musk never made a business plan in his life?), thinking that you'll outsource and fix it once you have raised money. It is going to hinder your progress right now and it is going to cost you much more later. So do it before everything else as a structured way to formalize and manifest your vision and strategy, and make them obvious, tangible, and actionable for all stakeholders involved now and in the future.

As a small business owner, you know that every day is a hustle. You're juggling a million tasks, from managing your team to keeping your customers happy. With so much on your plate, it's easy to put branding on the back burner. But here's the thing: building a strong brand is the secret to small business success. In this post, we'll explore the power of a strong brand for small businesses and provide actionable steps that you can take to build and maintain a brand that will drive your business forward. The impact of a strong brand for small businesses A small business with a strong brand has a competitive edge over those without. A strong brand is associated with trust and credibility, which can lead to increased brand awareness and more favorable consumer perceptions. This means that a small business with solid, world-class branding will have a greater marketing impact than one without. But it's not just about marketing impact. A strong brand can also help you save on marketing costs in the long run, as customers will be more prone to self-select your offer, buy more products from you in the same purchase, come back by themselves, and recommend your brand to others. The benefits of client retention A small business with a strong brand is also more likely to have higher client retention rates than one without. Brands that inspire trust and loyalty are more likely to retain customers. By focusing on defining a unique brand positioning with solid values, and then manifesting them as an exceptional customer experience, you will be able to foster long-term customer loyalty. The power of emotional connection A small business with a strong brand will also likely see an increase in sales compared to one without. Brands that are able to create emotional connections with consumers are more likely to drive purchase decisions. By creating an emotional connection with your target audience through storytelling and consistent messaging across all marketing channels, you will be able to drive consumer purchasing decisions and increase sales. The importance of brand resilience A strong brand will also likely be more economically resilient in the face of market challenges and economic downturns. Brands that are able to create emotional connections with consumers are more likely to weather economic downturns and maintain their value. By focusing on building and nurturing emotional resonance with your target audience, you will be able to build a brand that can withstand any challenge. Take action today Small businesses with strong brands have a competitive edge over those without in terms of marketing impact, client retention, sales, and economic resilience. Building a strong brand should be a key goal for any small business owner, as it has a significant impact on their success, growth, and value. So, what are you waiting for? Take action today and start building a brand that will drive your business forward. By focusing on building trust and credibility, creating an emotional connection with your target audience, and delivering on your promises, you can build and maintain a strong brand that will set you apart from the competition. And if it can help, there are many things you can use to make a MASSIVE branding difference for little to no money with our interactive online course Brand Master.

As a startup business owner, you already know that building a brand is one of the most critical steps toward success. However, with a limited budget and abundant competition, creating a strong and memorable brand can be a daunting task. But here's the good news: with a clear strategy, the right resources, and some creativity, you can develop a branding technique that truly sets you apart. In this post, we will explore why branding should be your startup's priority and how it can lead to significant growth in your business. Branding strategies for startups make your vision stand out Creating a brand that is unique, outstanding, and durable is difficult, but crucial. Without a powerful branding strategy, it's tough to differentiate yourself and stand out among the competition. A solid brand also establishes intuitive trust and credibility with your potential customers, which makes them more likely to choose your products or services and more willing to adopt an innovation. A solid brand essentially adds capital value to your company, which is an essential factor when talking to potential investors. The Millward Brown study found that good branding can add up to 23% to a company's value . This percentage, though small, could have a significant impact on your business, hence why relying on a structured, professional branding process, having access to the right resources, and investing personal time and effort are critical. Marketing your brand Brand awareness and visibility are critical when building a startup. Strong branding can help you reduce marketing expenses while simultaneously making it easier and faster to acquire new customers and retain existing ones. A memorable brand helps you command a higher premium, which will offset marketing expenditures. It's a delicate balance to find, but remember to raise your prices rather than sacrifice quality to maintain or maximize profit. Customer retention, cross-selling, and customer self-selection are all critical benefits of branding that you'll be able to leverage. Repeat customers are not only more profitable, but they also offer valuable word-of-mouth marketing. A strong brand will help you build loyalty and trust with your audience, making them more likely to stay with you and continue doing business with you, directly lower your marketing and sales costs. Funding your startup Attracting investors is another obstacle that startups face. Investors naturally want to invest in those companies that will succeed in the future, and a well-established brand can show that you have a solid reputation or the ability to create one. A robust brand can help you command a higher valuation, which is excellent when you're negotiating with investors. According to Harvard Business Review, startups with a strong brand attract investment up to 50% faster than those without and raise on average 30% more money . Investor relations are crucial to fundraising, so don't neglect them. A robust brand can help you build long-term relationships and establish trust and credibility with investors, making it easier to get their attention. This is critical as they want to see a clear vision and strategy for a startup, which a strong brand can effectively communicate. Want to learn the most powerful brand strategies for startups? Building a brand shouldn't be something startups overlook or do halfway. Good branding impacts every aspect of a startup, making it easier and faster to acquire customers, build loyalty, and attract investment. You can achieve remarkable results with proper branding; invest in the right resources, stick to the foundational elements, and monitor it regularly. You have the power to take charge of your startup's future by developing a strong and memorable brand that will stand the test of time. Brand Master: Take the online course. Probably the definitive online course if you want to achieve brand mastery fast and apply it to your own company even faster, with an interactive curriculum designed by an award-winning brand strategist. References Millward Brown, “BrandZ Top 100 Most Valuable Global Brands” (report, Millward Brown, 2016) HubSpot, “Why Branding is Important for Small Businesses (And How to Create a Strong One)” (blog post, HubSpot, 2018) Forbes, “Why Startups Need to Focus on Branding” (article, Forbes, 2018) Harvard Business Review, “Why Customer Retention is More Important Than Acquisition” (article, Harvard Business Review, 2015) Entrepreneur, “The Importance of Cross-Selling for Small Businesses” (article, Entrepreneur, 2019) Small Business Trends, “The True Cost of Marketing: What Small Business Owners Need to Know” (article, Small Business Trends, 2017) Inc, “The Importance of Investor Relations for Startups” (article, Inc, 2018) Harvard Business Review, “Startups with Strong Brands Raise 50% More Money and Attract Investment Faster” (article, Harvard Business Review, 2021)

The world is changing fast, and as a freelancer or boutique design agency, it's important to keep up with the times. You may have established yourself as a graphic designer extraordinaire, but competition is fierce, and you need to stand out from the crowd. Creating logos or developing websites doesn't cut it anymore. If you want your business to survive and thrive in the coming years, it's time to upgrade to high-ticket branding programs, and therefore to add some strategy and consulting skills to your arsenal. What do high-ticket clients want? High-ticket branding clients want much more than a simple logo, brand kit and a website. It is a myth and a comfort-zone idea that you can land higher-paying clients with the same service, but better, or that there is someone out there who's ready to pay you more for what you're doing today. If you're able to charge what you're able to charge today, the harsh truth is that this is what you're worth at the moment. Not because you're bad, but because, mostly, competition is fierce. In any case, if you want larger budgets, you will need to provide deeper services. High-ticket branding clients need a comprehensive approach to branding that involves developing a verbal and a visual brand identity, a brand strategy, and all the messaging that aligns with their business's values and resonates with their target audience. The services they need include creating content, structuring their brand and product or service portfolio, and executing everything that supports the brand's messaging and positioning beyond graphic design. Why upgrade to high-ticket clients? 1. Increased revenue potential Upgrading to full branding programs can significantly increase your revenue potential. According to a report by IBISWorld, the branding consulting industry is expected to grow at an annual rate of 3.7% to reach $12.4 billion by 2025. Expanding your service offerings to include full branding programs can help you tap into this growing market and increase your revenue potential. 2. Differentiation from competitors In today's crowded market, it's essential to differentiate yourself from your competitors. You can set yourself apart from others in your field and offer a more comprehensive service that meets the needs of businesses looking for a complete branding solution. 3. Increased client loyalty High-ticket clients for design agencies will develop long-term relationships, which can lead to increased loyalty. Your ongoing strategic support and your ability to create a consistent brand experience across all touch points can build trust with your clients and massively increase the likelihood of repeat business. 4. Future-proofing your business As technology continues to advance, it's important to future-proof your business. Offering full branding services – i.e. being able to design brands from the ground up and not just execute graphic design – helps you stay ahead of the curve. This keeps you relevant and competitive in the years to come. How to upgrade to high-ticket clients for design agencies 1. Develop technical and strategic skills Offering full branding programs requires you to develop a range of technical and strategic skills, including market research, brand identity development, brand strategy, strategic content creation, and strategic brand planning. Consider taking courses or attending masterclasses to develop these skills, or completing an online course on strategic brand identity like Brand Master , which will provide you with the same knowledge level as your top-end clients. 2. Build a strong team and capacities To offer full branding programs, you'll need to build a strong team that can support your service offerings. Consider hiring additional staff or partnering with other freelancers or agencies to fill any gaps in your skillset. However, if you're smart and with the right knowledge base, tutorials and AI prompts, today you can build your own virtual team of experts without having to reach to costly consultants. 3. Invest in the right methodology To execute full branding programs flawlessly, you'll need to have access to an exhaustive, structured, and repeatable methodology that covers everything from the initial research, to the strategy platform and the creative aspects. The truth is that without a strong methodology, you cannot be credible as a branding expert, let alone deliver a full branding program efficiently. This is the difference between a graphic design boutique and a brand consultancy, and the difference between jobs that pay a few thousand dollars and projects that cost $10k to $50k, and way, way upwards. Future-proof your business Upgrading to full branding programs can increase your revenue potential, differentiate you from your competitors, increase client loyalty, and future-proof your business. By developing your technical and strategic skills, building a strong team, and investing in the right tools and technology, you can offer comprehensive branding solutions that meet the needs of businesses looking for a total branding package.

Your logo is crucial to your company’s branding and long-term strategic effort. It is essential to ensure that it is effective in its functions. When evaluating your logo, several key factors include its design , icon , typography , color , and overall impact . Understanding what is a logo before doing an evaluation My philosophy is that a logo only has two functions : to ensure the brand name is immediately legible and to ensure it's always written in the same way . The best logos are timeless and don't ride the trends or very little. Like your brand name, your logo identifies who you are, not what you do. “A logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly); it identifies.” – Paul Rand Two main elements: typography and a symbol or icon The icon is a graphic representation of your company’s positioning , and not of its products or services. It could be an abstract shape, a letter, or a recognizable object or character. It should be simple, easily identifiable, and intended to create instant visual identification and help people remember the brand. The typography refers to the text used in the logo, usually the company name. It’s usually designed to be simple and legible and should be consistent with the company’s branding and personality. It’s also crucial for your fonts to be in harmony with the symbol or icon and be easily read in different sizes and contexts. In my opinion, understanding typography is the most important skill required for developing a solid, timeless logo. There is no right or wrong, simply personality Some logos may include additional elements, such as a tagline or a specific color scheme. In some cases, a logo can also be composed only by typography. In other cases, it could be just a symbol or icon, provided that you are 100% certain your target audience will identify your brand without needing to read its name. There is no right or wrong here: it depends on your company’s branding and personality and how you want to be perceived. The design quality of your logo is crucial. It should be simple , memorable , and easily recognizable . A good logo should be versatile enough to be used in various sizes, contexts, and mediums, such as on a website, business card, or billboard. The design should also be appropriate for your business’s industry and target audience. It is simply how the brand name must be written When choosing an icon for your logo, it’s important to avoid overly complicated designs . Stick to simple, recognizable, and meaningful signs that can be easily associated with your company’s positioning. And avoid using clip art or generic symbols, as your logo will look unprofessional. Also, avoid using icons too similar to others in the same industry, as it can cause confusion and legal issues. Lastly, ensure your icon is versatile and can be used in different contexts and mediums. “A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.” – Nel Whatmore It is not mandatory to have an icon in a logo. Some logos are purely typographic, consisting only of a company name in a specific font and style. These logos are effective in creating a solid brand identity through the use of typography alone. Others include an icon in addition to the company name. Ultimately, deciding whether to include an icon in a logo depends on your brand’s personality and goals. But in doubt, it is always better to have no icon than a bad one . Typography is what meaning looks like Typography is another essential, if not the most important, aspect to consider when evaluating your logo. The font used should be legible and easy to read , and it should be consistent with your company’s branding and personality . The size and spacing of the letters should also be appropriate and carefully balanced. When choosing a font for your logo, it’s important to avoid overly complicated or hard-to-read fonts . Stick to simple, clean, and legible fonts that can be easily read in different sizes and contexts. Avoid using more than one font to keep it consistent and easy to recognize. Also, avoid trendy fonts that might look dated quickly. Lastly, ensure the font matches the tone and style of your company and, to a lesser extent, the aesthetics of your target audience. “A logo is not just a tiny piece of art; it is your business’s public face for the entire world to see.” – Paula Scher Color is a positioning statement Color is also a crucial element of your logo. Your colors should be appropriate for your industry and target audience and support your positioning statement . You can determine which color suits your brand best based on the psychology of colors and other key strategic aspects. You can download a simple tool here to help you evaluate if your brand's color is the right one, strategically speaking. This article explains how to use it. Here are ten "Yes"/"No" questions you can ask yourself to know if your logo needs improvements ("Somewhat" doesn't cut it, though): Does my logo accurately reflect my company’s positioning and personality? Is my logo simple, memorable, and easily recognizable? Is my logo appropriate for my industry and target audience? Are my colors appropriate and consistent with my brand’s personality, and do they make the correct positioning statement? Does my logo leave a positive impression, and is it easily associated with my company? Is the font used in my logo legible and easy to read, consistent with the company’s branding and messaging? Is the size and spacing of the letters appropriate and balanced? Is the icon in my logo meaningful, recognizable, and versatile? Does my logo look professional and original? Is my logo consistent in different contexts and mediums? Answering these questions will give you a clear picture of the current state of your logo and whether it needs an upgrade. Remember that it is integral to your company’s branding and long-term strategic effort. I hope this helped, and feel free to like, share or comment!

Imposter syndrome is a common challenge among professionals, but it hits especially hard in creative fields like graphic design. This psychological phenomenon can fill you with doubt, stifle your creativity, and hinder your ability to succeed. Fortunately, there are several effective strategies to combat this issue. Here we'll explore various effective ways to conquer imposter syndrome , with a focus on building a solid foundation in a proven methodology. 1. Acknowledge your feelings The first step to overcoming imposter syndrome is acknowledging that these feelings are normal . Many creative professionals experience these doubts at some point in their careers – I certainly have, and still do. Understanding that you're not alone can be incredibly reassuring. Engage in discussions with peers who likely have similar experiences, and you'll see how common these feelings are . Simply realizing that it's normal to feel doubtful and that you're not strange for experiencing this can lift half the weight off your shoulders. 2. Educate yourself continuously One reason for feeling like an imposter is the belief that you're not knowledgeable enough. To counter this, dedicate time to continuous learning . Attend workshops, enroll in courses, and keep up with industry trends. Education is a powerful tool that can boost your confidence and reassure you of your capabilities. It also enables you to stand confidently in front of your marketing clients and support much of your work with strategic justifications they will understand. For example, take an online course about brand identity and strategy, the way marketers and brand managers learn it. We propose this kind of course with Brand Master, but there are probably many other valid ones. 3. Document and review your successes Keep a record of your accomplishments , positive feedback , and successful projects . Reviewing this portfolio when doubts creep in can be a powerful reminder of your capabilities and success. This tangible proof serves as a counterbalance to the subjective feelings of inadequacy. 4. Develop a proven methodology For graphic designers, having a reliable, systematic approach to projects can significantly reduce feelings of imposter syndrome. A solid methodology ensures that you’re not relying solely on inspiration or improvisation, which can be inconsistent and lead to self-doubt. Instead, you’ll have a structured process that you can trust to make educated decisions and deliver flawless results consistently . This could involve systematic steps for research, strategy, copywriting, design, and alignment that you follow with every project. It could also significantly improve your productivity and alleviate your stress level to deliver on time. 5. Seek regular feedback Instead of working in isolation, seek out feedback regularly . This doesn’t just help refine your work; it also reinforces that you’re on the right track. Constructive criticism is invaluable for your professional growth, and positive feedback can boost your self-esteem . 6. Mentor others Mentoring others in your field can affirm your expertise and value. Teaching forces you to articulate your knowledge and processes, which can reinforce your confidence in your skills. And it actually trains you to sell your projects to clients, albeit indirectly. 7. Practice self-compassion Be kind to yourself. You can use these seven strategies to overcome imposter syndrome as a graphic designer, but above all you need to understand that everyone makes mistakes and that each error is a learning opportunity . And that, very often, there were no errors, just a misperception . Practicing self-compassion can reduce the fear of failure that often fuels imposter syndrome.

Creating a logo that stands out and effectively represents a brand is no small feat. We have searched for insights from some of the most influential graphic designers of all times, and here are five expert tips for logo design , each rooted in the principles and philosophies of these iconic designers. Personal thoughts on logo design The reality is that not everyone can design a good logo. Why? Because it requires genuine drawing skills—not just the ability to manipulate a graphic tablet and stylus. It necessitates a deep understanding of typography —not just the use of typefaces, but the actual design of a font. It also requires an extensive knowledge and culture of graphic design and spatial arrangement , to name just a few aspects. For a number of reasons, today we are experiencing an invasion of graphic mediocrity and logos that aren't truly logos—just look at the logo templates offered on Canva, where anyone with some knowledge can see that 99% of them are simply not logos —this post provides a breath of fresh air, a touch of seriousness, and gives voice to legends of design and typography to help bring some order back to the chaos. The fact is, when you look at their work, all major brands have iconic logos, created with hundreds of hours of work and reflection, based on precise principles and expert techniques . These logos were not sketched on the back of a napkin or commissioned for $500 on Fiverr, and they don't use free Canva clip arts. Now did these brands become iconic because of their logo, or was it a coincidence, I'll let you judge and face your own risks. So let's try to clean up a bit the visual pollution that invades us day by day. Paul Rand: Embrace simplicity Paul Rand was a pioneering American graphic designer best known for his corporate logo designs, including those for IBM, ABC, and UPS. Rand's approach to design was firmly rooted in simplicity and clarity . He believed that a logo should be simple enough to be recognized at a glance, making it memorable and effective. Simplicity in logo design ensures that the logo is easily recognizable and memorable. A simple logo must be scaled down or up without losing its integrity and must be easily reproduced across various media. Complex designs can become cluttered and lose their impact, especially when viewed at smaller sizes, which, today, is crucial with social media and the web for example. How to achieve simplicity: Focus on core elements: Strip down the design to its most essential elements. Avoid overcomplicating: Use minimal colors, shapes, and text. Test scalability: Ensure the logo maintains its clarity and impact at different sizes. Josef Müller-Brockmann: Use grid systems for balance Josef Müller-Brockmann was a Swiss graphic designer and educator, renowned for his use of the grid system in design . He was a leading figure in the International Typographic Style, which emphasized cleanliness , readability , and objectivity . Grid systems provide a structural framework for designing logos, ensuring consistency and balance. They help align elements in a harmonious way, making the logo readable, visually clean and stable. How to use grid systems: Create a grid: Develop a grid that suits the complexity of your design. Align elements: Use the grid to align text, shapes, and other elements precisely. Maintain consistency: Ensure that all parts of the logo are proportionate and balanced. Otl Aicher: Consider the cultural contexts Otl Aicher was a German graphic designer known for his work on the visual identity for the 1972 Munich Olympics. Aicher's designs were culturally sensitive and universally comprehensible , emphasizing the importance of understanding the cultural context in design. Logos designed without considering cultural differences can be misinterpreted or offensive in different markets. Understanding cultural contexts ensures that the logo is appropriate and effective globally. How to incorporate cultural contexts: Research: Understand the cultural nuances and symbolism in the target market. Test designs: Get feedback from people within the culture to ensure the logo is appropriate. Adapt flexibly: Be willing to modify the design to suit different cultural contexts. Alan Fletcher: Utilize negative space Alan Fletcher was a British graphic designer and co-founder of Pentagram, a renowned design studio. Fletcher's work often incorporated clever use of negative space , adding depth and meaning to his designs. Negative space, the empty space around and between the subject of an image, can create additional shapes or meanings within the logo. It enhances the design by making it more intriguing and versatile . How to use negative space: Identify opportunities: Look for ways to integrate hidden shapes or messages. Balance positive and negative space: Ensure that the design is visually balanced and that the negative space enhances rather than detracts. Experiment: Try different configurations to find the most effective use of negative space. Adrian Frutiger: Innovate with typography One of our heroes here at Ultrabrand, Adrian Frutiger was a Swiss typeface designer who created some of the most widely used typefaces, including Univers and Frutiger . His emphasis on typography in logo design has had a lasting impact on the field. Typography conveys a brand's personality and values more than any drawing can do . The right typeface can also make a logo stand out and be easily readable , enhancing its overall impact. How to innovate with typography: Choose the right typeface: Select a typeface that reflects the brand’s identity. Customize: Consider creating a custom typeface or modifying an existing one. Ensure legibility: The typeface should be readable at all sizes and in different contexts. Do not take your logotype lightly, it may outlive you I hope that these expert tips from legendary designers provide a strong foundation for any logo design project, ensuring that your logos stand the test of time and leave a mark in the mind of your audience worldwide. Simply put, the goal of logo design is to create a timeless , universal icon , just like the goal of brand naming is to make a name for yourself in the market. And this is certainly no small endeavor. By embracing simplicity , using grid systems for balance, considering cultural contexts , utilizing negative space , innovating with typography , and applying ideal proportions , you can create logos that are not only aesthetically pleasing but also effective in conveying a brand's identity.