Even if you’re not a football fan you’ve probably seen Wrexham AFC hitting the headlines recently. They’ve been propelled into the spotlight after Hollywood stars Ryan Reynolds and Rob McElhenney completed a takeover of the club.

One thing all football fans fear following a takeover is the club losing its identity, but there’s also a lot of excitement about the future. If Wrexham start to move up the leagues, they’ll want to attract new fans and will likely need to develop and evolve their brand to be more marketable.

From an iconic logo, to a well-loved tone of voice, to an outstanding product. There are so many elements that go into creating a successful brand. When it really comes down to it, branding acts as a sign of quality, and a quick history trip can demonstrate that.

So, let’s take a trip down memory lane, and look at the role that distinctive and memorable branding plays in building brands that can stand the test of time.

A good brand is like a green light

Think of some of the biggest and most memorable brands in the world. Your mind might conjure up brands like Coca Cola, Nike, or Apple. When these names are mentioned, you most likely already have an image of their reputation, heritage and what they stand for. It’s not just global brands either. …

With record figures of investment last year, Fintech challenger brands have gone mainstream and their secret weapon — transparency.

Fintech emerged to fill the vacuum left by the inadequacies of archaic banks and that small mess they made called the Great Recession of 2008. As a result of the financial crisis, traditional banks faced a barrage of inquiries. Consumers demanded clarity on their investments and choked on their muesli while reading about substantial banker bonuses in their morning newspaper. The banking sector was in crisis. …

It’s important for brands to be in the hearts and minds of customers. After all, that’s how we help to guide people into buying products and services.

It’s easy to think that once your brands out there, people will always keep you top of mind. But brands don’t tend to grow like that. They grow brick by brick, message by message until there’s a collective idea of what they stand for.

Here’s a few reasons why we think brand building is an important part of any marketing strategy, and how it can help you grow a stronger business.

What is a brand?

Depending on who you ask and what day of the week it is, it can be hard to find an answer that everyone can agree on when it comes to defining what a brand is. While the wording might change slightly from person to person, here’s how we like to sum it up to keep it clear and consistent. …

There’s a lot of work that goes into getting the most out of your marketing. We know because that’s what we’re all about — making brands Better. But sometimes things can get a little scary out there in the marketing world…

Here are some of our favourite cautionary tales, with a few examples of how monstrous marketing can come back to haunt the brands that make these deadly mistakes.

Pepsi — The one where they jumped on a movement.

Brand purpose. A topic that seems to crop up over and over again in marketing circles — especially at a time when people are revaluating what’s really important to them.

Some brands see huge success from tapping into a relevant brand purpose. Others are left licking their wounds from campaigns that quickly turn bad with messaging that falls flat. No wonder that it’s a hugely debated topic.

A brand purpose doesn’t need to change the world, but companies big and small seem to miss a trick when they forget one key thing: Being authentic is everything.

What is brand purpose?

Part of the confusion around brand purpose seems to come down to definition. But most people would agree that your purpose is your why. It’s simply why you do, what you do. …

A common mistake is going to all the effort of creating a brand that perfectly captures who you are, and then doing nothing with it internally. Slowly over time, this will erode your customer experience.

Innovation for example, is a really common brand value, but there are so many times that I’ve gone into a company listing innovation as a value yet when I’ve asked ‘How are you innovative?’ I’ve been met with shrugs and stares. A brand needs to have an internal plan on how to encourage the attitudes and behaviours you’re using to sell yourself.

So how do you embed your brand? …