■ Less is more
Mark Bloom, Mash Creative
Some of the most recognisable brands in the world use a simple marque or logo type; for example, think how simple the Nike tick is. Also, if it works in black, it should work in any colour.
■ Know your audience
Dave Cox, Elevendy
What trends do your customers resonate with? What do they do when they’re not thinking about you? How can you show you care? Go beyond the ideal customer profile and get to know the champions of your product; they’ll tell you more than you can imagine.
■ Find a balance
Paul Taylor, BrandOpus
Always ensure that you are balancing the ability to understand where a brand has come from with the vision for where the brand wants to go to. You must be mindful not to lose the essentials of the past when transforming for Read more
Branding tips
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