Reads
One word
at a time.
Branding has its own language. Each Read starts with one word, defines it plainly and shows why it matters for your business.
PositioningThe place your brand holds in your customer's mind, compared with the alternatives.Read RebrandA deliberate change to how a business looks, sounds and presents itself, usually because the business has changed.Read TouchpointAny place a customer meets your brand: a sign, a post, an invoice, a reply to an inquiry.Read DifferentiationWhat makes your business the better choice for a specific customer, in a way competitors cannot easily copy.Read Brand identityThe visible parts of your brand: logo, colors, type, imagery and how they are used together.Read Brand voiceThe personality of your brand in words: how it sounds in posts, emails, replies and on the phone.Read Brand guidelinesThe written rules for using your brand: logo, colors, type, voice and examples of what to do and not do.Read Brand awarenessHow well the people you want to reach recognize and remember your brand.Read Value propositionA clear statement of what a customer gets from you, why it matters to them and why you are the one to deliver it.Read Brand consistencyShowing up the same way everywhere: the same look, voice and promise across every place a customer meets you.Read Target audienceThe specific group of people your brand is built to serve and speak to.Read Call to actionThe clear next step you ask someone to take, such as book, call, start a brief or buy.Read Brand equityThe value your brand adds on top of the product itself: why people pick you, pay more or come back.Read
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Longer reads
Identity system