brand essence
How do you brand a town?
Here’s the brand we created for Shrewsbury with design agency & Smith. The Original One-Off: a brand that showcases all the one-offs in Shrewsbury, a one-of-a-kind town that can’t be copied.
What’s the big idea?
Branding types love to talk about ‘the big idea’: a thought that makes you feel differently about something or see things in a new way. But most so-called big ideas aren’t really that big and they don’t have much of an idea behind them either. It’s much easier to come up with touchy-feely slogans than [...]
Jargon isn’t the problem and ‘Plain English’ isn’t the answer.
Every year the Plain English Campaign gives out gobbledegook awards to the worst examples of incomprehensible writing at work. But most writing problems in an organisation can’t be solved with a Plain English crystal mark.
How to say what’s different about you
How to find what makes you different. How to explain it so that everyone gets it. And remembers it. How to do this without all the usual branding bluff. This is what brand consultancies call your ‘brand essence’ or ‘big idea’. Whatever you call it, we’ve explained the steps to writing down why you’re different [...]