Brand Management

Brand Communication: Building Consistency Across Channels

An inventory of touchpoints, how to write a tone guide, how to audit consistency and the contradictions that appear most often.

Brand Management for Small Businesses: Low Budget, High Impact

How to prioritise brand building on a limited budget, what can wait, how operations become brand value and how to measure realistically.

August 28, 20269 min read

Measuring Brand Equity: Awareness, NPS, Share of Voice and Search

Four measurable dimensions of brand equity, the tool that tracks each, why a baseline is mandatory and which indicators mislead.

Brand Architecture: Branded House or House of Brands

The difference between branded house and house of brands, when each model fits, hybrid structures and the real cost of a second brand.

Brand Strategy: Purpose, Audience, Value Proposition and Promise

The four components of brand strategy, the order in which they are decided, how to write a value proposition and how to hold a promise accountable.

Brand Positioning: The Positioning Map and Differentiation

How to draw a positioning map, choose the axes, find the empty space and prove differentiation with evidence rather than adjectives.

Brand Communication: Building Consistency Across Channels

An inventory of touchpoints, how to write a tone guide, how to audit consistency and the contradictions that appear most often.

Brand Management for Small Businesses: Low Budget, High Impact

How to prioritise brand building on a limited budget, what can wait, how operations become brand value and how to measure realistically.

August 28, 20269 min read

Measuring Brand Equity: Awareness, NPS, Share of Voice and Search

Four measurable dimensions of brand equity, the tool that tracks each, why a baseline is mandatory and which indicators mislead.

Brand Architecture: Branded House or House of Brands

The difference between branded house and house of brands, when each model fits, hybrid structures and the real cost of a second brand.

Brand Strategy: Purpose, Audience, Value Proposition and Promise

The four components of brand strategy, the order in which they are decided, how to write a value proposition and how to hold a promise accountable.

Brand Positioning: The Positioning Map and Differentiation

How to draw a positioning map, choose the axes, find the empty space and prove differentiation with evidence rather than adjectives.