A recognisable and sought-after brand is one of the most valuable assets any small business or global corporation owns.

A strong brand is essential for businesses to differentiate themselves from competitors and to create a lasting impression on their customers. It helps establish trust and credibility, increases customer loyalty, and drives sales. Building a strong brand takes time, effort, and consistency in messaging and branding across all platforms and channels.

In a crowded and competitive marketplace, a strong brand can help differentiate a business from its competitors and create a sense of loyalty and trust with customers. This can ultimately lead to increased sales, higher profits, and a more sustainable business.


Branding is much more than just a logo or a name. It's about the perception and experience that customers have with your business. A strong brand creates a connection with customers and makes them feel a certain way about the business. It's the culmination of everything from the product or service, to the messaging and visuals, to the customer service and overall experience. Building a strong brand requires careful attention to all of these elements and ensuring they work together to create a consistent and positive impression on customers.

"Your brand is the single most important investment you can make in your business." – Steve Forbes


The COVID-19 pandemic has fundamentally changed the way businesses operate, and consumers behave. As a result, brands need to adapt their strategies and messaging to meet the new needs and expectations of their customers. This may involve shifting the focus of their branding to emphasise things like safety, reliability, and convenience, as well as finding new ways to engage with customers in a world where in-person interactions are limited. Brands that can successfully navigate these changes and position themselves as relevant and valuable to their customers will be the ones that thrive in the post-COVID-19 landscape.

"Hard times arouse an instinctive desire for authenticity." – Coco Chanel

The COVID-19 pandemic has accelerated the need for businesses to be agile and adaptable to change. Companies that were able to pivot and adjust their business model to meet new consumer demands and behaviours have been able to survive and even thrive during these challenging times. It's also been an opportunity for businesses to reassess their brand and messaging, and to communicate with their customers in a more meaningful way. Ultimately, those who are able to adapt to the new normal will be the ones who succeed in the long run.

"I am a fashion person, and fashion is not only about clothes – it's about all kinds of change." – Karl Lagerfeld

Establishing a solid brand identity is essential for scaling a business. A strong brand identity helps to differentiate the business from competitors, build trust and credibility with customers, and create a sense of loyalty. When a business has a solid brand identity, it becomes easier to expand into new markets, introduce new products or services, and attract new customers. This is because the brand has already established a reputation and a level of trust with its existing customer base, which can then be leveraged to attract new customers and drive growth.

"A big business starts small." – Richard Branson

Branding is essential for small businesses to establish themselves in the market and create a strong identity. By creating a brand that resonates with your target audience, you can differentiate yourself from competitors and build customer loyalty. A strong brand can also help you charge premium prices for your products or services and expand your customer base, leading to business growth and success. Ignoring branding can leave your business lost in the crowded marketplace, struggling to stand out and attract customers. If you're in business, it's your business to know;

  • / purpose /  what problem do you solve
  • / reason /  why you do what you do
  • unique /  your point of difference
  • / mission /  your business intention
  • / consumer /  who your customers are
  • / aware /  is your brand well-known
  • / recall /  is your brand memorable
  • / credibility /  is your brand trustworthy
  • / values /  your trading code of ethics
  • / identity /  the overall view of your business
  • / perception /  the public's opinion of your brand
  • / relevance /   are you meeting current market demands

Having a clear brand purpose and identity is crucial for a business to effectively communicate its message and connect with its target audience. It's not just about having a unique logo or catchy tagline, but about defining your brand's values, mission, and personality. A well-crafted brand purpose can inspire employees, attract loyal customers, and ultimately drive business success. It's important for businesses to take the time to define their brand purpose and ensure it aligns with their overall goals and values.

"Intention is one with cause and effect. Intention determines outcome. And if you’re stuck and not moving forward, you have to check the thought and action that created the circumstance." – Oprah Winfrey

There are many misinterpretations about the use of 'brand', 'branding' and 'brand identity'. Put simply, to build a successful business of any size, you need a standout 'brand', consistent 'branding' and a solid 'brand identity'. Yes, they are interchangeable and equally valuable, but individually play significant roles;

/ brand / is the unique identity and personality of a product, service, or company that sets it apart from its competitors in the minds of consumers. It encompasses all the tangible and intangible elements that make up the company's image, such as its name, logo, messaging, reputation, values, and customer experience. A strong brand creates a connection with consumers and builds trust, loyalty, and recognition over time.

"A brand is a person’s gut feeling about a product, service or organisation." – Marty Neumeier
"Brand is just a perception, and perception will match reality over time." - Elon Musk
"A brand is a promise. A good brand is a promise kept." - Muhtar Kent
"A brand for a company is like a reputation for a person." – Jeff Bezos
"A brand is simply trust." - Steve Jobs

/ branding /  is the process of creating a unique name, design, symbol, and image for a business or product to establish a presence in the market and differentiate it from competitors. It involves developing a consistent and cohesive brand message across all channels, including marketing materials, advertising, and customer experience. The goal of branding is to create a strong and memorable impression of the brand in the minds of consumers, which can lead to increased brand awareness, customer loyalty, and sales.

"Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read." - Leo Burnett
"Marketing is no longer about the stuff that you make, but about the stories you tell." – Seth Godin
"Branding is the process of connecting good strategy with good creativity." – Marty Neumeier
"Branding is the art of becoming knowable, likeable and trustable." - John Jantsch
"Any interaction in any form is branding." - Seth Godin
/ brand identity / refers to the visual and tangible aspects of a brand, such as the logo, colour scheme, typography, and other visual elements that make a brand recognisable and distinguishable from others. It encompasses the design elements, messaging, and personality of a brand that helps to establish a unique identity and evoke specific emotions or perceptions in the minds of consumers. Brand identity is a crucial component of branding and helps to create a consistent image and message across all marketing channels and touchpoints.
"A brand is a living entity and is enriched or undermined cumulatively over time - the product of a thousand small gestures." - Michael Eisner
"Products are made in the factory, but brands are created in the mind." – Walter Landor
"Your entire company should be considered your marketing department." - Unknown
"Design is the silent ambassador of your brand." – Paul Rand
"Your culture is your brand." - Tony Hsieh

Inspirational Quotes 

"It’s very important for a brand to have an identity through the years, but it’s very important to evolve because times change so fast." – Donatella Versace

"There are three responses to a piece of design – yes, no and wow! Wow is the one to aim for." – Milton Glaser

"A business is simply an idea to make other people’s lives better." – Richard Branson

"Each day is an occasion to reinvent ourselves." – Ralph Lauren

"Change is the healthiest way to survive." – Karl Lagerfeld

"Design is everything. Everything." – Paul Rand