Strong brands push through

April 21, 2020
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As we hunker down and wait expectantly to go back to Level 2, it’s good for business owners to take some time to take stock of how people view their business. The question we should be asking ourselves is “how can I make sure my brand is going to be relevant and durable when we come out of this?”

So what makes a strong and durable brand? Unfortunately, some brands last longer than others and that’s just the way it is. A good example of this it in the IT sector. Many of these businesses are about innovation, so they need to look modern and at the cutting edge to reflect this. The fonts and images used are of the moment and work well because they are in fashion. As we all know, some fashions fade fast (like that tie-die shirt of mine) and look like they are stuck in an era.

At some stage fashions return (don’t throw that shirt away), but this doesn’t work with brands. Other sectors such as Law are less vulnerable to this. We designed a brand for a law firm over 10 years ago and it still looks relevant now.

Some brands are born from the logo designed by the boss on the back of a napkin in 1996. The business may have done well in spite of the brand, but imagine how much better that business may have performed with a professional image? Every brand needs to be designed to meet a specific brief. If your business’s brand was done professionally, dig out the original brief and see how it stacks up now. Is your target audience the same? Are your competitors the same? What do they look like now – have they evolved? What’s the business landscape like now compared with when you had the branding done? Chances are that things have changed quite a bit, but has your brand stood the test of time or does it need to evolve? Is it as relevant to your market now as it was then? Does it still cut the mustard or is it ripe for change? It’s often subjective and hard to measure, so at Brand Counsel we’ve come up with a method for business owners to do their own audit of their brand. The good news it only takes about 10 minutes and there are some thought-provoking questions to ponder in the process. See if your brand is strong enough to push through – Take our free Brand Audit now by clicking here


Please get in touch with Richard to organise an appointment for a telephone/video conference on 021 0311 294.


As we hunker down and wait expectantly to go back to Level 2, it’s good for business owners to take some time to take stock of how people view their business. The question we should be asking ourselves is “how can I make sure my brand is going to be relevant and durable when we come out of this?”

So what makes a strong and durable brand? Unfortunately, some brands last longer than others and that’s just the way it is. A good example of this it in the IT sector. Many of these businesses are about innovation, so they need to look modern and at the cutting edge to reflect this. The fonts and images used are of the moment and work well because they are in fashion. As we all know, some fashions fade fast (like that tie-die shirt of mine) and look like they are stuck in an era.

At some stage fashions return (don’t throw that shirt away), but this doesn’t work with brands. Other sectors such as Law are less vulnerable to this. We designed a brand for a law firm over 10 years ago and it still looks relevant now.

Some brands are born from the logo designed by the boss on the back of a napkin in 1996. The business may have done well in spite of the brand, but imagine how much better that business may have performed with a professional image? Every brand needs to be designed to meet a specific brief. If your business’s brand was done professionally, dig out the original brief and see how it stacks up now. Is your target audience the same? Are your competitors the same? What do they look like now – have they evolved? What’s the business landscape like now compared with when you had the branding done? Chances are that things have changed quite a bit, but has your brand stood the test of time or does it need to evolve? Is it as relevant to your market now as it was then? Does it still cut the mustard or is it ripe for change? It’s often subjective and hard to measure, so at Brand Counsel we’ve come up with a method for business owners to do their own audit of their brand. The good news it only takes about 10 minutes and there are some thought-provoking questions to ponder in the process. See if your brand is strong enough to push through – Take our free Brand Audit now by clicking here


Please get in touch with Richard to organise an appointment for a telephone/video conference on 021 0311 294.