72 articles on Branding, written and regularly updated by the Sortlist team.
72 articles · last updated on 9 November 2026
The first impression people will have of your brand will be based on its visual identity. We don’t always realize it, but the choices you make when creating your visual identity and branding will have an impact on how you are perceived. According to this study, 77% of people consider brands th
Product branding is an excellent tool that businesses can use to develop a branding campaign for specific products instead of the business as a whole. It is an important strategy that businesses must understand if they want to appeal to different segments outside their current audience. Here’s
A logo is one of the essential components of every brand. It is what every customer will see of your company on social networks, your website, your premises, and your commercial proposals. So you’ll understand: logos are real stakes for companies. One of the main qualities of a logo is to be a
Today’s consumers are shifting from simply buying standalone products to brands that represent values. Creating a lifestyle brand is key to succeeding in this new era of brand marketing. Think about one of the biggest brands, Apple. Do consumers buy their products because they are the best? Th
A brand name is vital for a company’s identity, being the first link between the business and its customers. It captures a brand’s core, making it stand out and creating a unique image in consumers’ minds. So how do you do brand naming right? A strong brand name comes with many advantages. Think abo
Introduction: The AI Revolution in Branding Artificial Intelligence (AI) is revolutionising brand communication, connection, and competition in the digital marketplace. This technological shift is transforming traditional branding approaches into data-driven, dynamic strategies. Companies now face t
Introduction: The Evolution of 3D Branding The landscape of 3D branding has undergone a revolutionary transformation, evolving from basic computer-generated imagery to sophisticated, interactive experiences that seamlessly blend physical and digital realms. This shift has been propelled by advanceme
Did you know that you have 7 seconds to make a good first impression? It’s such a short time, you need to make the most of it. You need to be able to connect with your audience and entice them to learn more or take action. This is only possible if you are working from […]
From the moment people wake up, they are constantly bombarded with different services and products across devices and in real life. In fact, this continues to happen till they go to sleep. This shows that the market is anything but easy to establish a new business. However, just because the co
Rebranding is a strategic tool that can reshape identities for enhanced relevance and resonance. It can pump up the fortunes of a brand. There are many reasons to go for rebranding – from a sagging market presence to shifts in business strategies. This way, we see that the triggers for rebrand
During the pandemic, one trend that reached its peak was online shopping. As per data, e-commerce sales increased by a whopping 67.9% between February 2020 and July 2022. While many might think the craze of online shopping might have decreased since then, but that isn’t the case. It continues to sta
One of the first things that businesses develop for creating brand identity is a logo. We agree that a logo can help differentiate your business from your competitors, but is it enough? Certainly not! In fact, designing a logo is just one small aspect of developing a potent brand identity. Remember
On July 23, users who logged onto Twitter discovered a black X instead of the usual small blue bird logo in the corner of their browser tab. Has Twitter’s rebrand shocked you as well? Elon Musk, a software entrepreneur and Twitter’s CTO, recently shocked almost everyone by announcing pla
Long before retail even entered the digital realm, it was given that to compete, retailers need to create distinct identities for themselves. Retail branding helps customers recognize brands and their positioning in the marketplace. This same philosophy holds for the digital market as well. S
Small businesses are often seen as the underdog in the world of business. They are up against large corporate giants and often have to fight for their share of the market. But, when it comes to branding, small enterprises have a unique opportunity to make an impact in a crowded market. Through effec
Warning – this article may provoke ideas and leave you wanting more. You know where to find us. If you’re reading this, you either work for one or you own one… So let’s get started with a simple question, what exactly is a brand? People tend to speak of “business” and “brand” as if they
From the moment the consumers wake up until they go to bed, they are bombarded with different services and products both digitally and in real life. As an emerging company, you may find yourself struggling to establish an identity in this overly saturated marketplace. And this is exactly where
There are quite a few factors to consider when it comes to a packaging design project. The first step is to understand your product and your target audience. What are your product’s features and benefits? What are your target customers’ needs and wants? Once you understand your product a
The world we live in today is filled with so much information and it can get overwhelming. Hence, users only look for information they truly need and won’t waste time paying attention to anything else. So, how can you showcase your brand most efficiently and effectively as possible? The answer might
Business cards are one of the most old-school networking tools, but they are still one of the most effective. Why? Because they are a physical reminder of who you are and what you do. They are also great conversation starters. What is the business card design price? If you’re in business, you
Most people can identify certain brands merely from a logo. Think of major names such as Nike, Starbucks, or Walt Disney. These brands have managed to build an enviously effective brand image. But how much does branding cost? But branding is much more than just that… Branding is a systematic e
When it comes to brands, there is an asset that is priceless: trust. It is responsible for convincing a person to buy your products or services. It is the one that makes it easier for your satisfied consumers to recommend your brand. Trust is the one that creates close ties and stable relationships
By definition, a branding palette, or color palette is “a color chart of different shades” that is used as a color scheme for brand colors. Your color palette meets an essential need for your brand, which is the visual identity or the graphic charter of your website, but not only! It als
Your logo is the element that most represents your company. It is your main tool, allowing you to communicate your message and stand out from competitors. But a logo is not eternal and a logo redesign may be necessary. Over time, your logo no longer represents precisely what your brand has become. I
Brand storytelling is a way to connect with your customers on an emotional level. It’s much more than just writing sales copy – it’s about crafting compelling stories about your brand and products to create an authentic relationship with consumers. By effectively communicating your
As an architect, your priority must be building world-class spaces and interiors for your clients, right? But what about your architecture brand identity in the online space? How will you let people know your architecture firm exists? We agree you must have an architecture portfolio in p
The correct implementation of brand archetypes in your marketing can change the way clients perceive your brand. In a world where emotions drive sales, you can turn this knowledge into a powerful marketing tool. But, how to do it? Familiarize yourself with the 12 brand archetypes in this article and
Consumers are increasingly interested in brands that are committed to the environment. They want them to become responsible while offering sustainable products. Becoming a sustainable brand is a real challenge for companies. They need this commitment to boost their attractiveness and increase their
Employee advocacy or employee ambassadors is a communication strategy that encourages your employees to talk about you on social networks and increase your visibility as a result. Currently, it is difficult to get an audience for a corporate speech. Make your brand known thanks to the playful and dy
It can be quite difficult for companies to stand out with their brand in a crowded market – especially when there are numerous competitors and rivals who have established themselves in the same product segment. To get more visibility here and stand out from the crowd with your service and mark
Probably each one of you has already bought a white label product at some point without realizing it. Maybe you’ve even bought the same product one-to-one from two different brands at different prices. What exactly is white labeling, where does it come into play, and how can you take advantage
Technology has made the world a more connected place. Brands are taking advantage of this, and the many different tools available, to expand their reach and attract new markets. But to make this work, you need to first understand what localization in marketing is all about. Marketing efforts to a Lo
A brand kit is a collection of assets used to create a consistent look and feel for your brand. The idea is that you put together all the pieces you need in one place so that it’s easy to update and refresh them as and when needed. A brand kit can contain anything from logo […]
This guest article by CRU Brand Consultancy explains what lies behind the concept of the 12 archetypes and discusses its relevance and legitimacy. There are a few evergreens in the music hall of marketing: memorized popular tunes that appear again and again in the presentations of consultancies and
When companies launch a new product, a wide range of aspects have to be taken into account. Starting with the product, it goes on to the appearance to the target group, and finally to the brand identity. The umbrella branding strategy encompasses all this—and more. Key Takeaways Umbrella Branding Si
According to Cisco, consumer internet traffic has increased 15 times since 2017. Companies that aren’t launching corporate videos online are missing out on opportunities to attract a large number of online consumers. So, how do you create a great corporate video production that fulfils your bu
Branding is the process of generating ideas that allow you to make your own mark.. – Generator Design Agency In this era, we understand the importance of creative branding and how to make a brand stick in the minds of your target customers. Creative branding ideas are the best investment you c
Describing your brand is nothing new in the world of business. With it, companies try to make clear what it is they stand for. Brand descriptions usually come about after spirited internal discussions. Despite this fact, it happens that not much is done with these descriptions. They also do not cont
“First impressions matter” – This saying is not only valid on a first date, but in many areas of everyday life. This is also true in marketing. How the potential customer perceives your products or service offerings or your company is strongly related to your corporate design. If t
It is often a challenge for companies that have a large number of products, such as multi-brand groups, to present and position themselves as a unified brand. Fast Moving Consumer Goods (FMCG) producers like to use the Brand Key model to raise their profile to customers. This model is a slightly mor
Many brands find themselves in a position where they have achieved some success with their product line and are under pressure from investors and business partners to continue growing. The solution appears to be to produce new items that are comparable to their popular offering. A line extension is
For companies, the right corporate branding is indispensable these days. When customers or business partners visit a company’s website, it is important that its content is convincing, appealing and subconsciously evokes emotions from start to finish. This is exactly what branding is responsibl
Cultural branding, when used properly, could have an astounding effect on your business. Cultural branding creates relevance with your target audience. It does this by creating a certain level of relevance with their lifestyle. By appealing to their lifestyle, you can outperform the competition beca
A brand pyramid is used to answer fundamental questions about a brand. Building a brand pyramid is an important step new brands should take. It creates an understanding of the company’s core values and benefits and as a result, defines the brand idea. The brand pyramid model was first introduc
A brand is a name, sign, logo, or any other feature that identifies a particular service. Or at least that’s the simplest explanation you’ll find when searching up the term on Google. Branding Models are here to help you guide on your branding journey. This definition itself isn’t
Innovative branding is a way to help your business stand out from the competition. Businesses can be innovative by using new products, new ideas, new messages, and new designs. If you can create something different from what everyone else is doing, then it will help you stand out. A great exam
As September was coming to a close, we went through a rebranding process. It was months of hard work, back and forth. And with the new brand all we got was this new logo? A couple of new colours? Nope. Companies grow, and when they do, more often than not they change to meet the […]
As September was coming to a close, we went through a rebranding process. It was months of hard work, back and forth. And with the new brand all we got was this new logo? A couple of new colours? Nope. Companies grow, and when they do, more often than not they change to meet the […]
As September was coming to a close, we went through a rebranding process. It was months of hard work, back and forth. And with the new brand all we got was this new logo? A couple of new colours? Nope. Companies grow, and when they do, more often than not they change to meet the […]
As September was coming to a close, we went through a rebranding process. It was months of hard work, back and forth. And with the new brand all we got was this new logo? A couple of new colours? Nope. Companies grow, and when they do, more often than not they change to meet the […]
As September was coming to a close, we went through a rebranding process. It was months of hard work, back and forth. And with the new brand all we got was this new logo? A couple of new colours? Nope. Companies grow, and when they do, more often than not they change to meet the […]
Branding guidelines are the visual identity communicated by a brand. Logos, colors, typography, images and iconography, website, packaging, etc. A meticulous work that can take time but is essential. In this article, we take several examples to help you design your branding guidelines. We can also p
Brand awareness is not an easy metric to measure, but there are many reasons why it’s essential to measure and track it. It’s the percentage of people aware of your brand. It’s measured by conducting a brand awareness survey to determine how many are aware of its products or services or have h
Establishing a consistent visual identity is crucial for any company or organization looking to make an impact in the market. A graphic charter is a working document gathering all the fundamental rules of use of the graphic signs that constitute the visual identity of a company or a brand. On the ot
Regardless of size or shape, every business has two sides: the side of the employer or the employer brand and the side of the employee or the employee brand. The latter side is internal, its main focus being on people and their perception of the company they work for. In simple terms, employee brand
In this article we mainly address branding tactics, but we also look at the importance of brand strategy. So, before we start, we need to be clear that we understand the difference between the two. In a nutshell, your brand strategy, or branding strategy if you prefer, sets out your long
If we asked you about the difference between corporate identity, brand image, and brand positioning, could you answer without hesitation? Understanding these concepts in depth will directly affect the way your brand communicates and the effectiveness of the messages you deliver to your audience. In
Any organization wants its business to grow at a faster rate. The quicker an organization reaches its goals, the better it is for overall development. New goals can be set in the future, and new heights can be reached for growth. One smart way to achieve optimal growth is through developing th
The modern world is going back to the basics. Everyone is slowly realizing minimalism is the need of the hour and that decluttering can be therapeutic. This is what debranding aims at doing: decluttering & minimizing. What is Debranding? Debranding is the process of removing or minimizing the br
Most people have good intuition. Good intuition means that we can identify something we it seems fishy…not right… This also holds true in the case of everything that we purchase, things that we believe in, people we choose to be with, content that we consume. In general, people love thin
One watches so many videos a week that it’s hardly possible to associate a clip with the brand unless the video is watermarked. At times some of the videos might have nothing to do with the product or service; for example, behind the scene videos. Yet, the video must remind the audience of your bran
You can do more with your brand than capture people’s attention with a memorable logo. Being recognized in that pivotal moment in the buying phase of a consumer can be the difference between a sale for your product over another. You want your product in the mind of your buyers during the point
As we inch forward towards reopenings, after over a year of on-and-off lockdown, one thing that every brand has learned is that competitive positioning is one of the most important aspects that will impact their sustainability in the long term. Winning your customers’ trust among the myriad of busin
It didn’t take much for Kevin Plank to get the idea to create one of the world’s biggest sporting apparel brands in the world. He set off on a mission to create moisture-wicking athletic apparel for amateur and professional athletes that eventually saw his brand beat out Adidas for the 2nd bigg
Strong brand communication brings a brand into the focus of consumers. Only if the strengths and special features of the brand are anchored in the minds of the customers can the management of the brand be ensured. The definition of brand communication does not only refer to the advertising text or t
How do you build a strong brand? Why is strong branding so important? These are some of the questions that I will address in this article. To start, take note that a significant part of building a business involves establishing a solid and stable brand name. It can take months, if not years, of int
Branding is something that your business needs to grab your ideal customer’s attention and enables value creation through attention, engagement, and experiences. As far as graphic designing is concerned, value creation revolves around the perception created out of aesthetics. It transforms you
You may have always admired the way a company other than your own creates their advertisements, or maybe you have noticed that a brand whose product you like is missing something your company could offer them. It doesn’t necessarily have to be so…you could start a co-branding campa
If you are looking to define your company’s branding strategy, or even build a brand for a project, it is important to understand this: The value of a brand lies primarily in the way it is perceived by its target audience. For this reason, it is essential that you always listen carefully to
The about me page is one of the essential things on your website. It’s the first thing your readers will know about your company or your story. When you master your about me page, you’ll build better connections and improve your branding. By sharing your background, you will position you
Branding plays a significant role in how customers choose companies with which to work or buy from. It’s one of your business’ most important assets, and it’s critical to develop an appealing brand and story that customers can connect with on an emotional level. If a business has excellent branding,
Everyone has experienced difficulty communicating clearly with others. People pay more attention to your tone of voice and body language than the words that come out of your mouth. While this can be helpful, it may sometimes work against you. Written communication also has a tone and voice. If you c
