If the cap fits...

Effective branding depends upon being relevant and being distinctive.

A brand needs to communicate both what it does and what it does differently.

In terms of language this means adopting the accepted - and understood - lexicon of the sector.

In terms of design and expression, it means a brand needs to signal that it is part of a group - and apart from a group.

Businesses tend towards the adoption of ‘category norms’ - a visual vernacular which becomes short-hand for the type of business you are in - think of the flat, sans-serif logotypes for Alphabet, Facebook and Microsoft. Or the serious, dark blue brands of finance.

• Insurance businesses present as solid and unflashy

• Technology companies and start-ups are dynamic and punchy

• Consultants and data firms are cerebral and nerdy 

And that creates a challenge - and an opportunity - specially for brands which are positioned across categories. 

What does it mean to be both an insurance business and a technology brand. How do you convey your dependability and your technical chops?  Which suit do you wear?

If you’re not sure, feel free to use the attached figures and ‘clothes’ to construct the right personality for your brand. Which hairstyle? Traditional collar or casual t-shirt?  Shoes, trainers - or barefoot? 

Because sending the message right is not only about the words.