A brand is also far more than the name, logo, symbol or trademark that highlights its origin; it is imbued with a set of unique values that defines its character and works as an unwritten contract, promising to deliver satisfaction by providing consistent quality each time it is bought, used or experienced.

Understanding why people buy and the triggers that make them choose one item over another is key to designing appropriately and successfully for today’s brand-savvy consumer.

A successful brand uses its unique set of values to drive a successful business strategy – to encourage consumers to choose it over its competitors. Therefore a successful brand is one that achieves a high degree of recognition by consumers. However, this relationship is based upon reputation, so for a brand to retain its position, it must ensure

To succeed in branding you must understand the needs and wants of your customers. There are many different ways to create a successful branding strategy, but most design agencies start with research.

You need to be either better, different or cheaper. Challenge yourself to stay relevant, simple and compelling.

‘Women usually love what they buy, yet hate two-thirds of what is in their closets.’

Consumer culture theory argues that people buy one brand over another because they feel it reflects their own personal identity, or one that they wish to create.

Descriptive. This helps to describe the product service or promise, such as Innocent’s ‘Nothing but nothing but fruit’.

A successful brand identity is made up of a series of interlinked elements that all aim to communicate the values of the brand. Alongside the brand icon or logo, the most memorable is perhaps the strapline – also known as a tagline or slogan. (The word ‘slogan’ comes from the Gaelic sluagh-ghairm, the war cry of Scottish clans.) Made up of a few