What does your brand sound like? Does its audio logo reflect a modern, digital presence or a timeless, classical one? Perhaps it’s as sophisticated as a clip from Beethoven’s “Eroica” [1] or as country western as a Johnny Cash hit[2]. “Called audio branding, sonic branding, sound branding or acoustic branding, cognitive studies show that […]
Brand Positioning is not a new concept. Identified by Jack Trout and Al Ries in 1980, brand positioning is recognized as one of the most effective ways to become a market and industry leader. Since the “Positioning: The Battle for Your Mind” [1] book was published, thousands of companies used the concept to formulate a concise […]
A strategically selected brand name can convey immediate and implicit value. It can command attention and communicate meaning. Though a brand is comprised of many elements, from the brand promise and brand mission to the brand voice and brand personality, the brand name instantly triggers thoughts of all of these components in the mind of […]
A brand ambassador or brand champion is like a marketing ninja: subtle and enigmatic, moving within your target customer base inconspicuously but constantly working in your favour. When used effectively, brand ambassadors can be one of the most valuable and profitable parts of your brand strategy, connecting you with new fans, going to bat in […]
Why do I need a brand? Good question! It’s one we’re often asked because it seems that somewhere along the way, ‘brand’, ‘logo’ and ‘branding’ became confused. It’s critical to understand that branding is NOT marketing or design but the bedrock strategy supporting and directing your whole business so your brand strategy is fundamental […]
Ever wondered what some of the most popular branding articles are amongst business leaders, business owners and entrepreneurs? Sometimes we’re really surprised with what resonates most in these branding articles and other times the results are confirmation of our expectations because of our experience from working with clients across multiple different sectors, and indeed […]
Branding trends can have a lasting and permanent effect on your business. The future of your business depends on a compilation of factors, but mostly on you. It’s not the market situation or “bad luck” that make businesses fail. Most of the time businesses fail because of faulty decisions made by their founders and management […]
Your brand personality is the living, breathing manifestation of your company in the mind of your customer. Not to be confused with a mascot or spokesperson, your brand personality is an archetype that’s been carefully mapped out as part of your brand strategy. It provides direction for, and informs, your brand’s style, look and feel, […]
Brand hierarchy, also known as brand architecture, isn’t always easy or an obvious strategic factor within an organisation for a lot of business owners, senior managers and entrepreneurs. Most business owners don’t start thinking about organizing their product and service portfolio until they have several product lines and the relationship between the products is often […]
The landscape for luxury brands is changing in a dramatic way. According to the latest edition of the annual Bain Luxury Study, the personal luxury goods market experienced nearly flat growth (defined as growth of less than 3%) for the third year in a row as of the end of 2016.[1] It’s a sharp contrast […]
Persona Branding & Design Consultants
Contact: Lorraine Carter
T: +353 1 832 2724
Carra House
Howth, Co. Dublin, Ireland
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