It’s getting increasingly difficult for companies to stand out in today’s cluttered marketplace.

There are around 627,000 new organisations appearing in the world each year. That means that there’s a lot of competition out there — no matter what kind of industry you’re in.

The good news? You don’t have to blend into the background.

Rather than trying to keep your head above water in a growing ocean of similar companies, you can always narrow your focus and try appealing to a #NicheMarket instead.

With a specific niche, you differentiate yourself from other ventures in your industry, by concentrating on…

What would a #ChannelStrategy do for your business?

The modern buyer journey is evolving at a rapid pace. Consumers are no longer restricted to their local stores and service providers. Today, your clients can easily find dozens of solutions to their problems online. The only way to make sure that your company stays in business is to connect with your customers as frequently as possible.

A channel strategy is all about giving your organisation the exposure it needs. …

Humans have always dreamed of exploring the galaxy.

Ever since we looked up into the night sky and saw the twinkle of thousands of stars, we’ve wondered what it would feel like to explore those distant planets, and potentially uncover new signs of life. As such an exciting concept, it’s no wonder that Richard Branson, the entrepreneur behind the Virgin group, chose to boldly go where no brand had gone before.

In a world where it’s becoming increasingly difficult for organisations to differentiate themselves from their competitors, Virgin Galactic pulled out all the stops, delivering a USP that can’t be…

There’s more to a logo than a handful of letters or graphics.

As the ultimate visual representation of your brand, your logo is meaningful. It embodies the heart and spirit of your company and distills it into something that’s easy to understand and absorb.

While most organisations understand how valuable their logos can be, they rarely know how crucial it is to choose the right kind of logo. After all, there are various styles out there, from the wordmark to abstract symbols and mascots.

An #Emblem logo is one of the most traditional kinds of brand mark a business can…

It’s easy to over-simplify the definition of the term “brand.”

Many companies refine branding down into the choice of a specific series of colors or the design of a particular logo. However, the truth is that your brand can be a complete sensory experience, capable of engaging the emotions of your target audience.

Studies show that the decisions we make as consumers are guided by instinctive, subconscious and emotional factors. In other words, it’s not just what you look like that compels customers to buy from you, it’s also the way you smell, sound, feel and so much more.


If you’re ready to make a mark on your target audience, then one of the first things you’ll need is a logo.

As you know, there’s a lot more to your brand identity than a handful of visual assets. Your brand colors, the fonts you use, and even your logo are just tools in your belt, designed to help you convey what your company stands for.

However, it’s difficult to ignore the power of pictures for conveying meaning.

The human brain processes images 60,000 times faster than text, and 90% of the information we absorb each day is taken from…

A strategic #BrandNaming process is one of the most critical parts of your brand-building strategy.

After all, your name isn’t just how people define your company; it’s also your opportunity to differentiate yourself from your competitors, develop an affinity with your target audience, and launch the initial steps of brand recognition.

Get your name right, and you’ll become a household name like Uber, or Google, inspiring word-of-mouth marketing from customers who can’t wait to talk about you. However, if you choose the wrong tile, you could end up struggling with obscurity, unable to connect with your target audience.

So, how…

A brand isn’t just a great name or a compelling product portfolio.

If you want any hope of succeeding in today’s competitive marketplace, then you’ll need to start by building genuine emotional connections with your audience.

When you convince your customers to fall in love with what your business does and what it stands for, you cultivate the kind of loyalty that keeps them coming back for more, regardless of the price of your items or what your competitors may be doing elsewhere.

The truth is that your customers buy into the unseen aspects of your company, such as the…

When you first start building your business, one of the most crucial decisions you have to make is this: Who is going to be your target audience?

Choosing the right target market is a complicated process. You’ll need to examine everything from where you want to sell your products, to who will be best served by the benefits you can offer. However, before you can get down into the details of user personas, you’ll need to decide whether you’re going to be using a horizontal, or vertical #MarketingStrategy.

A vertical marketing system means that your company will focus on a…

We’re living in a world where customers are overwhelmed by the number of advertising messages; they see every day. Promotions are everywhere you look, from the banners in the subway to the sales pitches in your email inbox. It’s no wonder that the average consumer is sick and tired of the traditional marketing experience.

The good news? There is a way to cut through the clutter and noise of these endless marketing campaigns. With #SensoryMarketing brands can appeal to their target audience in a deeper, psychological level, using primal connections to smell, touch, taste, and sound.

Through a multi-sensory campaign…

Steve Harvey

Co-owner of creative agency Fabrik Brands, London.

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