Brand creation

The Evolution of Branding and Its Importance Today
Branding has become a fundamental aspect of business strategy over the years. If we look back 30, 40, or even 50 years ago, the branding landscape was vastly different. Brands were far fewer and had simpler roles to play. Having a brand often indicated that you had a product in the public domain, significant funding, and the resources to establish yourself in the marketplace. At that time, building a brand required specialised skills, extensive time, and considerable effort, making it a privilege few could afford.

Today, the situation is markedly different. The pace of business has accelerated, and it’s easier than ever to bring a product or service to market. While this speed and accessibility are advantageous, they also present new challenges. Unlike decades ago, when brands were scarce, today’s marketplace is flooded with millions of brands, all vying for the same consumer attention. The challenge now lies in cutting through the noise, standing out, and being memorable.

What Is a Brand?
At its core, a brand is a representation of an organisation and the values it brings to consumers. One common misconception is that a brand is merely a logo. However, a logo is just one element of a brand. A true brand encompasses all the components that connect an organisation to its audience.

These components include:

• Recruitment practices and team-building efforts
• Customer interactions and tone of voice
• Digital platforms and their efficiency
• Returns policies
• Packaging designs, signage, and interiors
• Uniforms, brochures, and advertising materials

Every touchpoint contributes to how a brand operates. To be effective, all these elements should align with a central, simplistic idea. Simplicity is fundamental to strong branding—it’s about being honest, clear, and distinctive, cutting through the complexities of today’s crowded marketplace.

If your product or service is unique, you can build a brand that stands out by communicating your values honestly, capturing attention in a memorable way, and fostering strong recall.This is the foundation of successful branding.

Why Should You Brand?
There are very few reasons not to invest in branding. While there are exceptions—such as a sole trader with no plans to grow beyond a set number of clients—branding is almost always worth the effort.

For example, if you’re a personal trainer with a limited client base and no ambitions to expand, a simple reputation might suffice. However, if there’s any chance you might scale up, expand into new markets, or franchise your business, it’s crucial to consider branding from the outset.

Neglecting to lay a solid branding foundation can lead to significant challenges down the road. Imagine deciding to expand your business into new markets only to discover trademark conflicts or other legal barriers. These issues can force you to rebrand entirely, causing unnecessary stress and expense.

The Bottom Line
Whether you’re a small start-up or a large organisation, branding is an investment in your future. For smaller businesses, focusing on the basics—such as a clear brand identity and some preliminary due diligence—can save significant headaches later. For larger enterprises, comprehensive branding is not just advisable; it’s essential. Failing to prioritise branding in today’s competitive landscape would be nothing short of a missed opportunity.

Let us help you build a brand that stands out, connects with your audience, and sets you up for long-term success.

DIFFERENT BRANDS AND HOW THEY EACH WORK

The marketplace is home to countless types of brands, each playing a distinct role and fulfilling unique requirements. These needs can vary greatly depending on the platform, channel, environment, demographic, product, and more.

In this discussion, I’ll explore some of the different approaches to branding and how they function. Each brand operates in its own way, shaped by its target audience, industry, and goals. By examining these differences, I hope to provide valuable insight into how brands work and highlight the diversity inherent in their strategies.

Branding is not a one-size-fits-all endeavour. Every brand is unique, with its own challenges and opportunities, and understanding these nuances is key to crafting a successful identity in a competitive market.

Understanding High Street Retail Brands
Let’s begin by discussing high street retail brands. These brands adopt a unique approach compared to others. By “high street retail,” I’m referring to supermarkets and stores operating in retail environments that sell a wide range of products and multiple brands. Think of names like Marks & Spencer, Sainsbury’s, or Tesco.

For brands in this sector, the value they offer must go beyond the individual products they sell. After all, a single store may sell everything from hair clips to yoghurts, wine, or nappies. So why would a customer choose one retailer over another?

The answer often lies in the brand’s positioning. Some retail brands build their reputation on affordability. Lidl, for example, focuses on delivering the lowest prices while maintaining a high 'enough' standard. Other brands prioritise quality, targeting a different price point, location, and customer base.

Take Tesco and Sainsbury’s, for example. These supermarkets are typically located just outside towns, offering convenient parking and a shopping trolley experience. Many customers may also use their online shopping services for larger orders. These brands cater to customers who seek a balance between price and quality, aligning their values with those of their target demographic.

Then there’s the premium category, with brands like Marks & Spencer. While Marks & Spencer does operate out-of-town stores, they’re more commonly found in high street locations, train stations, or forecourts. These stores are designed for a different type of shopper—someone looking for a basket-sized shop rather than a trolley-filled experience. These customers might pick up four or five items on their way home from work or, occasionally, a slightly larger haul. Marks &Spencer justifies its higher price point by aligning itself with customers who value premium quality and convenience.

Interestingly, Marks & Spencer has diversified its offerings over the years, incorporating clothing, fashion, and other non-food items. This is similar to how Tesco and Sainsbury’s have expanded their ranges. However, Marks & Spencer has predominantly maintained its identity as a high street brand, whereas Tesco and Sainsbury’s operate more independently, focusing on larger-scale supermarket models.

Key Takeaways
High street retail brands succeed by aligning their operations with customer values—whether that’s offering affordability, convenience, or premium quality. Their ability to tailor the shopping experience, location, and product range to specific demographics helps them stand out in a competitive market.

The Unique Challenges of Packaging Brands
Packaging brands operate in a unique space within the branding world, distinct from high street retail brands. Unlike retail environments, where signage and physical stores play a significant role, packaging brands focus on how products are presented and perceived on shelves. While this can get quite complex due to the vast array of product categories and subcategories, I’ll simplify the discussion by focusing on the core areas and how branding interacts with these scenarios.

When we talk about packaging brands, we’re referring to products like a tin of baked beans, a box of washing detergent, or a bottle of orange juice. These are often branded products, such as Heinz for baked beans or Bold for detergent, sold alongside supermarket own-brand alternatives that frequently mimic branded offerings.

Key Considerations for Packaging Brands
In this context, the requirements for branding are distinct. Packaging brands must prioritise:

• Shelf Prominence: The product needs to stand out visually among competitors.
• Consumer Relevance: The design should connect with the consumer’s needs and expectations.
• Product History: Established brands like Heinz leverage their legacy and familiarity to build trust.

Unlike high street retail brands, where signage and online-to-offline marketing strategies are critical, packaging brands rely heavily on the impact of the product’s packaging. The design has to communicate the brand’s proposition effectively within a small space. This is why more investment often goes into advertising, both above-the-line (e.g., television and digital campaigns) and below-the-line (e.g., social media, direct mail) strategies.

Case Study: True English Tea
One example of packaging branding in action is the work we did for True English Tea. This range of quintessentially British teas was aimed not only at the UK market but also at European and Eastern European audiences. The goal was to instantly evoke the feelings associated with British tea culture. While tea isn’t grown in Britain, it’s deeply connected to British identity.

In this instance, the branding wasn’t just about the logo. Instead, the focus was on how the entire packaging communicated Britishness while feeling modern yet nostalgic. This careful balance helped establish a strong connection with consumers, particularly those who associate Britishness with tea culture, even when the product was aimed at the value-end of the market.

Case Study: Sainsbury’s Tu
Another successful example is our work with Sainsbury’s Tu, the supermarket’s fashion brand. Historically, Tu was associated with basic household products like toilet brushes, which diluted its identity as a fashion-focused brand. The challenge was to reposition Tu as a premium fashion label.

To achieve this, we realigned the brand by removing non-aligned products and focusing entirely on its fashion credentials. The logo was refined to ensure clarity—it was being misinterpreted as “Tu” (phonetically in French, meaning “you”), rather than “T-U” Additionally, the packaging and overall branding were overhauled to exude amore premium, fashion-oriented feel, successfully transforming Tu’s market perception.

The Bigger Picture
In both examples, the logo was just one component of the branding. For packaging brands, the broader visual and emotional appeal of the product is often more critical. From the colour palette to the typography and overall packaging design, every detail contributes to how the brand resonates with its target audience.

Ultimately, packaging brands face unique challenges and opportunities in creating a memorable and impactful presence on the shelf. By understanding their specific needs and aligning the design with consumer expectations, these brands can effectively carve out their space in a competitive marketplace.

How Corporate Brands Differ from Retail Brands
Corporate brands operate in a distinct way compared to typical retail brands. Their primary focus often lies in attracting the right employees and building relevance with their customers, rather than seeking prominence or visual appeal on a retail shelf. While this may not hold true for every corporate brand—given the diversity across industries—this approach forms the foundation of many corporate branding strategies.

Differentiation remains important for corporate brands, and some sectors require a disruptive approach.However, the storytelling and narrative of corporate brands tend to unfold in amore controlled and organic manner. Unlike retail brands that aim for visual impact and shelf appeal, corporate brands focus on conveying their values and positioning through thoughtful and deliberate design.

Case Study: Janes – The Intelligence Agency
A great example of this is the work we did for Janes, an intelligence agency specialising in open-source intelligence. For this project, the branding was not about commercial appeal but about capturing the right tone and relevance for their field.

The key was to establish a visual language and colour palette that felt unique and appropriate for their category. We selected a combination of dark grey and orange. This pairing struck the right balance, feeling modern and digital while also formal, masculine, and serious—qualities that align with the gravity of open-source intelligence.

The emphasis wasn’t on creating commercialised appeal but on developing a brand tone that resonated with their mission. The chosen aesthetic was not only fitting but also adaptable, allowing the creation of cohesive and own-able brand assets.

The Corporate Branding Approach
In essence, corporate branding relies less on immediate visual impact and more on conveying trust, authority, and relevance. The storytelling often focuses on aligning the brand’s values with the needs of its customers and employees. By doing so, corporate brands create a strong, lasting connection with their audiences without relying on flashy visuals or overt commercialisation.

The Rise and Advantages of Digital-Only Brands
Let’s explore digital-only brands—those that primarily or entirely operate in the digital space. Examples include online insurance companies, price comparison websites, and holiday booking platforms. While these brands may have occasional offline touch-points, their focus and strength lie in the digital environment.

What Sets Digital Brands Apart?
Digital brands differ significantly from retail or packaging brands in several ways. For instance, digital brands can utilise a broader and more vibrant colour palette, as they are not constrained by the limitations of print processes or signage. Additionally, they have the flexibility to incorporate animations and interactive elements, making the user experience a core aspect of the brand identity.

In the digital world, the user journey—from initial contact to the final action—is a fundamental part of the branding experience. For example, our work on Electrical Safety First, while not entirely a digital-only brand, demonstrates the priorities of adigital-first brand. As an organisation focused on raising awareness about electrical safety risks, the challenge was to express its values effectively in a digital environment. By prioritising user engagement and crafting a dynamic, approachable brand, we created a result that works beautifully in digital formats while also addressing the occasional needs of print and signage.

Advantages of Digital-Only Branding

1. Flexibility and Adaptability
   One key benefit of digital brands is their ability to pivot more easily than physical or retail brands. In the digital space, changes to logos, colour palettes, or typography are often as simple as updating CSS files or equivalent systems. While elements like animations and illustrations can be more complex, the cost and effort involved in rebranding digitally are far lower than rebranding a bricks-and-mortar business.

For example, a retail brand with extensive signage across the UK could face immense costs if trademark issues forced a redesign. Every piece of signage, wayfinding, and printed material would need to be replaced—an expensive and time-consuming process. In contrast, a digital brand could make similar changes with minimal disruption and cost.

2. Global Reach and Scalability
   Digital-only brands inherently benefit from a vast potential audience. With the right strategy, including effective SEO and targeted marketing, a digital brand can reach customers worldwide. This opens up markets on an unprecedented scale and allows businesses to allocate resources with greater precision.

Scaling a digital brand is also simpler and faster compared to traditional brands. Expanding into new territories often involves adjustments to SEO, tone of voice, language, and possibly fulfilment strategies. However, for purely digital-first brands—such as SaaS (Software as a Service) providers—expansion is relatively straightforward.

The Future of Digital Branding
The advantages of digital branding, from adaptability to scalability, make it an appealing option for businesses looking to grow efficiently in a global market. However, success requires a sharp focus on user experience, a well-thought-out strategy, and consistent investment in digital marketing and SEO. By leveraging these tools, digital brands can thrive in an ever-expanding digital landscape.

The Evolution of Roadside Retail Brands
Roadside retail brands share some similarities with high street retail brands but operate in distinct ways due to their structure and purpose. These brands often cater to travellers and local communities, offering a range of services and experiences beyond what we might traditionally associate with roadside stops.

Take, for example, the work we did with Afriquia, a Moroccan forecourt brand with over 500 outlets across Morocco. Unlike many forecourts around the world, which are typically used for brief stops to refuel or grab a quick snack, Moroccan forecourts often serve as destinations in themselves.

A Broader Experience
Afriquia’s forecourts go beyond fuel and automotive services like oil. They incorporate a "village" concept, offering cafés, restaurants, grab and go supermarkets, children’s entertainment areas, and even workspaces. This approach caters to the needs of communities and provides a space for relaxation and socialising.Morocco’s unique cultural habits play a role here, with forecourts being seen as places for entertainment and gathering rather than just functional stops.

The Impact of EV Adoption
The recent global shift towards electric vehicles (EVs) is transforming roadside retail. With longer charging times compared to traditional refuelling, customers are spending more time at forecourts. This change is creating new opportunities for roadside retail brands to engage with customers by offering additional services and experiences.

Afriquia was ahead of its time in recognising this trend. By integrating entertainment, dining, and other services into its forecourts, it set the stage for a model that is now being adopted in other parts of the world. As charging stations become the norm, we can expect to see more forecourts embracing similar strategies, turning stops into experiences and creating more opportunities to interact with customers during their extended visits.

The Future of Roadside Retail
As automotive technology continues to evolve, roadside retail brands have an exciting opportunity to redefine their role. By focusing on creating experiential environments, these brands can build stronger connections with their customers, offering more than just a quick stop but a place to relax, recharge, and engage with a variety of services.

The Unique Challenges of Hospitality Branding
Hospitality brands present a distinct set of challenges, requiring a seamless blend of digital and physical experiences. From providing a strong online presence with intuitive booking systems to ensuring flawless signage and wayfinding upon arrival, every detail matters. The experience continues into the rooms themselves, encompassing lighting, materials, furnishings, beds, views, and services. The list of touch-points is seemingly endless.

Take, for example, the work we did with Mollie’s. Hospitality branding often extends beyond the expected elements such as rooms and services to include packaging, uniforms, music, scents, and, of course, social media, advertising, and marketing. In many ways, hospitality branding covers far more than we often realise, demanding a comprehensive and cohesive approach.

Creating a Cohesive Brand Experience
Hospitality branding goes beyond physical touch points; it’s about cultivating a meaningful relationship with the customer. With Mollie’s, the brand needed to capture a semi-retro feel inspired by an American aesthetic but with a distinctly British twist. The result was a modern, cool, and intriguing identity with subtle Americana influences—avoiding clichés and ensuring broad appeal.

The challenge lay in creating a brand that could resonate across a wide demographic. Mollie’s needed to feel equally at home as part of a trendy, youthful culture and as a welcoming option for elderly couples or young families with children. Achieving this balance required addressing complex brand touch-points and diverse customer expectations while creating a personality that people could align with and embrace.

Delivering a Memorable Experience
Hospitality brands succeed when they deliver a consistent and engaging experience across all customer interactions. From the moment someone books a room online to the way they feel as they step into a perfectly curated environment, every detail contributes to the overall brand perception. With Mollie’s, we embraced the challenge of capturing this dynamic and multifaceted identity, and the end result is a brand we’re incredibly proud of.

Why Hospitality Branding Matters
The hospitality industry is one of the most demanding sectors for branding due to its wide-ranging touch-points and diverse customer demographics. By creating a unified brand identity that resonates across these complexities, hospitality brands can deliver exceptional experiences that foster loyalty and stand out in a competitive market.

Historic and Location-Based Brands: A Unique Approach
Historic or location-based brands, especially those with cultural significance, operate differently from other types of brands. These brands are not focused on shelf appeal, digital experiences, or environmental aesthetics in the traditional sense. Instead, they centre on establishing deep relevance with their audience, often tied to the unique qualities of the location or cultural heritage they represent.

The approach for these brands varies depending on the goal. For instance, if the objective is to showcase the essence of a specific location, the branding needs to express the identity and significance of that place while creating differentiation that resonates with visitors. The aim is not to blend in but to stand out in a way that feels authentic and true to the location’s story.

Case Study: Al Majaz Island,Sharjah
One example of this is our work for Al Majaz Island in Sharjah. This project required a pragmatic approach to express what the location represents.The branding wasn’t just about creating a logo—it was about defining how the environment looks, how communications should function, and how to convey the essence of the location. It was about crafting a brand identity that captured the island’s unique character and appeal, ensuring it stood apart from other destinations while maintaining a deep cultural connection.

Case Study: The Churches Conservation Trust
Another example is our work with the Churches Conservation Trust. The focus here was to reignite the magic of churches, not necessarily for religious purposes but as cultural and historical treasures. These churches, often no longer used for worship, hold immense architectural beauty and historical significance, with some dating back over a thousand years.

The branding for the Churches Conservation Trust aimed to inspire people to visit these stunning buildings.It wasn’t just about seeing them but about experiencing the awe they evoke—the light streaming through stained glass, the acoustics, the sense of history, and even the unique scents of these ancient spaces. Our goal was to bring these elements to life, allowing people to appreciate the power and beauty of these buildings in a modern, culturally relevant way.

The Power of Storytelling in Historic Brands
Brands like these rely heavily on storytelling. Whether it’s a location or a cultural institution, the focus is on immersing the audience in the narrative, architecture, and atmosphere of the space. These brands must showcase their uniqueness and cultural relevance while ensuring they maintain an authentic connection to their heritage.

Why It Matters
Historic and location-based brands play a crucial role in preserving cultural identity while making it accessible to modern audiences. They require a nuanced approach, blending design, communication, and storytelling to highlight the essence of their significance. By doing so, they inspire a deeper appreciation and engagement, ensuring that their stories endure for generations to come.

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