Insights

Expert advice for every brand builder, from the distracted CEO to the seasoned marketing professional.

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28. Overcoming the emotional barrier to branding

Emotional B2B brand building for rational CEOs

Check out a few B2B websites and it’s easy to conclude brand building is often an afterthought in this sector. Branding has an emotional dimension that can be a challenge to get right. For B2B CEOs, brand building can become easier and more rewarding when

7-minute read

1. Lay the groundwork

The billion dollar kitchen table

The brand builder’s journey begins here. Are your capabilities and expectations for developing your brand well balanced?

3-minute read

2. Know your frenemies

The four frenemies of the Brandocalypse

The creative process is fraught with contradictions. Reconcile these four forces to strike the right balance in your branding efforts…

5-minute read

3. Assemble your dream team

Odd couples make for successful teams

Effective teamwork requires a mixture of oppositional traits and skills. Can your brand team find the sweet spot in healthy conflict?

3-minute read

4. Plan ahead

How can you best use a brand building plan?

Every brand needs a sturdy framework from which it can express itself, justify decisions, and more. Make sure when you have a plan, you know how to navigate it…

3-minute read

5. Single value

What is your brand?

We address the fundamental question – what is a brand? We discuss branding as an instinct, and why it’s useful to view brand in an evolutionary context.

3-minute read

6. Find your purpose

Discover your brand purpose

Brand purpose can help you attract like-minded people, strengthen the meaning of your brand and move your organisation closer to its goals.

3-minute read

7. Manage perceptions

Brand positioning basics

How is your brand perceived? Learn how you can occupy the right space in your audience’s minds to gain competitive advantage.

5-minute read

8. Keep your promise

Trust in your brand promise

Honouring your promise builds trust, but breaking it tarnishes reputation. Find out what makes an effective promise.

4-minute read

9. Clarify your character

The power of a winning personality

Your brand personality shapes how your audience identifies with you. Can you find the balance in expressing a winning personality?

4-minute read

10. Express your essence

Believe in your Brand DNA

The brand DNA is central to your brand plan. We reveal a four-step formula to guide your brand’s expression

4-minute read

11. Make your own model

What you need for a brand model

You’ve got all the pieces. Now put it all together. Find out the most effective way to get your brand model in good shape.

3-minute read

12. Better brief, better outcome

How to create a great creative brief

Ready to start some creative? Before you begin, make sure your brief is on-point for a positive, effective result

4-minute read

13. Look your best

From strategy to identity

After strategy comes building your brand identity. Set yourself up for success by signalling value through design. Here’s how...

4-minute read

14. Create value

How to develop an effective logo

An effective logo creates a perception of value. We share some key pointers that ensure a successful outcome for your design...

5-minute read

15. Crisis branding

Brand building in times of crisis

A strong brand is a valuable asset in a crisis. And when crisis forces an organisation to change, its brand should align with the change

4-minute read

16. Website development

Effective brand communication begins with www

Your website is potentially your most valuable brand-building asset. Here we examine why, and how to get more value from it

2-minute read

17. Website development

Assess your website for brand effectiveness

Your website is where VIP customers, investors and partners go to learn about your business. What first impression do they get? Can they understand your offering? And quickly find value they seek? Try the Stepworks Website Assessment Tool and find out...

9-minute read

18. Tips for web builders

Website design best practices from a brand-led digital agency

Here we look at specific techniques to create websites that deliver ongoing value for your brand. It’s all about finely balancing what you want to say and what your website visitors need to hear. The magic happens when your objectives align with theirs.

8-minute read

19. Brand guidelines for consistency

Protecting your brand building investment

Without clear direction marketers, writers and designers will do whatever they think best. This tendency will result in inconsistent brand communications that negatively impact perceptions. We discuss how to prevent this with brand guidelines.

7-minute read

20. How to take a brand overseas

Brand building across international borders

The decision to expand a successful business from its home market triggers an avalanche of activity. Whether a digital or physical expansion, it’s a transformation that offers opportunities for brand building.

5-minute read

21. Get buy-in to your vision with branding

Vision statement and buy-in as a brand building process

What is your organisation striving for? What ideal future state is your team working toward? What is your vision? A leader with a powerful vision can unite people for a common purpose. Here’s how brand-builders develop a vision for an organisation – and help ensure people will buy-into it.

6-minute read

22. What to consider when brewing a strong brand

How to get more from your brand building investment

When conditions change, minds must change too. Branding can deliver outsized value to leaders managing key inflection points in their organisations. This article helps leaders make more confident decisions that create value on multiple fronts for their business.

5-minute read

23. Are you missing out on leveraging your brand?

Brand opportunity mining – where do we dig?

Leading businesses invest a lot in branding as it unquestionably supports business performance. How to best allocate that investment? Are you missing opportunities to profitably build your brand?

6-minute read

24. How long will it take to build your brand?

Why do branding projects take so damn long?

Here we look at how long it takes to develop an effective brand. Discover the factors that will affect your project schedule, how long various initiatives take, and where time adds value to brand building opportunities.

11-minute read

25. How much should I spend on branding?

For every dollar you invest in your brand, aim to gain ten in return

Here we look at a yardstick leaders can apply to estimate the value of a brand building investment, in the context of a project’s objectives.

4-minute read

26. Understanding branding project risk factors

How can I derisk my branding project?

Branding can be hugely valuable to businesses facing pivotal change. Here we take a look at various factors that can prevent a branding project from reaching its full potential – or even just failing.

8-minute read

27. Generating ideas for hospitality brands

The immersive performance art of hospitality branding

Creativity is a major driver of success in the hospitality sector. Inspired ideas generate buzz, selfies, positive reviews and WOM. Up goes occupancy rates, RevPAR, revenue... Here’s a way to inspire ideas that have guests coming back for more.

6-minute read

28. Overcoming the emotional barrier to branding

Emotional B2B brand building for rational CEOs

Check out a few B2B websites and it’s easy to conclude brand building is often an afterthought in this sector. Branding has an emotional dimension that can be a challenge to get right. For B2B CEOs, brand building can become easier and more rewarding when

7-minute read

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