Opinions. Analysis. Education. No agency waffle.

Most branding content is either too abstract to be useful or too surface-level to mean anything. This isn't that.

We write about brand strategy the way we practice it – with a point of view, grounded in real decisions, and willing to call out what isn't working. We pull apart global brands and walk you through topics like building a customer persona, the thinking underneath is always the same: strategy before aesthetics, honesty before comfort.

Real brands. Real decisions. Honest analysis.

The Rebrand Series

Every brand in this series made a choice that defined them – or nearly destroyed them. We look at what drove the decision, what they got right, what they got wrong, and what any business can take from it.

Lego: the evil plastic that conquered the world

A brand strategist's deep dive into how a carpenter's wooden toy became the world's most emotionally powerful brand – and nearly lost it all.

The Jaguar rebrand wasn't brand vandalism. It was brand survival.

A brand strategist's honest take on why Jaguar had no choice but to burn it all down – and what they got wrong on the way out.

Twitter's rebrand to X. A Brand Strategy Analysis.

Hasty rebrands are like giving learner drivers the keys to a Ferrari. They have all the power, but they’re gonna stall it.

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Brand strategy guides

The foundational thinking every business needs before touching a logo, a colour palette, or a marketing campaign. Work through these if you're building a brand from scratch, questioning what you've already built, or trying to understand why your marketing isn't converting.

What is a brand vision (and why most small businesses don't have one)

Most business owners freeze when asked what their brand vision is, here's why that's the hard part of branding rather than a sign they're getting it wrong.

What happens during a visual identity design project

A Snapper Studio identity design isn't just looking at your logos, fonts and colours, it's deciding how everything pieces together.

Marketing vs Branding

Confused about whether you need marketing or branding? Learn the critical difference, when each matters, and why getting the order wrong wastes money.

Branding's Dark History

Branding began with slavery and propaganda. Here's what that means for anyone building a brand today.

The branding process – what happens, in what order, and how long it takes

The average brand project takes 6 months. Here’s our breakdown of exactly what’s involved in the process.

Do I need a brand strategist to create a strategy?

Branding is often seen as something big businesses do. Startups and small businesses don't need. But having a brand strategy is important for a company of any size!

When to Rebrand Your Business: How to Know If It’s Actually Time

Picking the right time to rebrand or refresh your brand can be confusing. Here's the 5 signals your company needs to look out for.

How to create customer personas that go deeper than any template

Rather than repel customers, you'll want to attract some. Learn how to write buyer personas, and get a grip of how to talk to your people.

Scent Branding: How Aromas Boost Brand Experience and Sales

Learn why your brand needs to embrace scent marketing and how it helps differentiate your brand.

How do you start a brand that stands out?

Competition is tough! Your brand can't stand out when you zig along with everyone else. You gotta Zag!

A brand promise isn't a line on your about page. It's the heartbeat of your business.

As we dive further into brand strategy, we need to cross into developing a thriving brand culture so we can deliver brilliant products and services to our customers.

Finding your Brand Personality — AKA Your Tone of Voice!

Honestly there's no voodoo in it, but it can feel like that when you nail it. Come in and learn how to start finding your voice.

How to build a customer experience strategy that actually drives loyalty

Customer Experience (CX) is the heartbeat of a brand, at its simplest it's the processes and systems that delight customers and solve their problems before they even happen.

What are Brand Foundations? The 6 core elements explained

From nailing your brands foundations to channelling your inner Jedi, we start breaking down what you need to explore to start building a brand that your customers rave about.

Season 2

Practical how-tos

Tactical guides for business owners and marketing teams in the middle of a project. Specific, actionable, written for people who need to make a decision today.