As we build brands and shape reputations, we rarely miss an opportunity to polish our own reputation. Brand Fabrik is a series of regular articles raising topical issues relevant to anyone in branding, digital design and marketing communications.

Take note of audio branding: Turn up the volume for marketing success 

Sound is more powerful than you’d think. Have you ever wondered why we remember obscure tunes from TV shows for months at a time, yet struggle to remember what we had for breakfast yesterday? You can recall the exact nuances and notes of a jingle like Coca-Cola’s “Always the real thing” in an instant – […]

Help me help you: Why all brands need a knowledge base 

Did you know that approximately 5.7 million small companies set up shop in the UK last year? Every year, more ambitious people from across the globe are ditching the 9-to-5 and looking for ways to make their business dreams a reality. The internet, new technology, and an overwhelming entrepreneurial spirit have created an avalanche of […]

SEO copywriting strategy: Your search engine secret formula 

Ready to write for robots? In the past, human beings were the only possible audience for a piece of writing. Whether you were penning a novel or writing newspaper ads, you only had one customer base to appeal to – even if you could break that audience down into smaller segments. Now, in the digital […]

You can’t handle the proof: How to use brand case studies as social proof 

There’s an unbelievable amount of information on the internet today. In fact, found that in 2018, there were about 409 million blog accounts on Tumblr, and approximately 28.3 million people in the US updating a blog at least once a month. In other words, we’ve never had access to more information. The question is, […]

Stretching success: Do you need a brand extension strategy? 

Need to stretch your brand success further? A brand extension is a powerful way to grow and develop your organisation by unlocking the untapped potential of your business. By exploring new potential areas for relevant growth, brand extensions give companies access to everything from better brand visibility, to boosted consumer connections and of course, more […]

How to create a marketing strategy that simplifies your communication campaigns 

Preparation is paramount. There’s a famous quote from Abraham Lincoln floating around on the web. It says: “Give me six hours to chop down a tree, and I will spend the first four sharpening the axe.” In other words, if you want to get something done right, then you need to have all the right […]

Why brands lose their way [part 1]: The dangers of inconsistent branding 

A brand is a constantly-evolving entity. Your brand strategy should not only highlight your company’s identity today, but how you plan to evolve in the future in the pursuit of your unique vision. Of course, just because your brand shouldn’t remain static, doesn’t mean that it should be constantly changing either. After all, the more […]

What is digital marketing? Think you have the answers? Think again! 

How much of your marketing strategy is digital? The chances are, in today’s highly-connected landscape, you at least have a social media profile and a website. The question is, are you using your online presence effectively? Marketing has always been about connecting with your target market in the right places, at the right times. This […]

Wearing Wimbledon with Fred Perry: A quintessentially British brand 

Anyone for tennis? When it comes to Great British brands, it’s impossible to overlook the style and sophistication of Fred Perry fashion. Fred Perry clothing seems to have been around since the beginning of modern men’s fashion. In fact, the Fred Perry logo is the epicentre of numerous British subcultures, as well acting as the […]

Marketing and GDPR: How do changing privacy policies affect your brand? 

You probably became sick and tired of seeing the term “GDPR” on your screen. The trouble is, though you might have gotten an avalanche of “Our privacy policy is changing” emails, that doesn’t mean you got any advice on how this privacy policy will affect your marketing. After all, marketing and GDPR go together like […]

Getting to know all about you: Tips for better brand consistency 

How do you define the word “branding”? For many people, a brand is a culmination of features. It can include everything from a logo, to a specific selection of colours, and even a company name. Your brand is everything that makes you, you – it’s the essence of your business, and it can’t be refined […]

Bridging the digital divide: B2B vs B2C marketing (and where the 2 overlap) 

When you launch a company, one of the first distinctions you’ll have to make before you can start to establish a digital dialogue, is whether you’re going to be selling to a “B2B” (business-to-business), or “B2C” (business-to-consumer) audience. Though many of the strategies to engage B2C and B2B clientele can overlap, there is a significant […]

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