Branding is the essence of a company. It’s how you create consistency and brand recognition with customers and prospective clients. Most people can look at the colors red and yellow and immediately think of McDonald’s. Imagine if McDonald’s had changed their logo across various campaigns throughout the years, would the iconic yellow arches still be familiar to audiences? In order to maintain an unwavering brand identity, McDonald’s likely has brand guidelines in place to keep things dialed in even when there might be too many cooks in the kitchen (pun intended).

“Knowing your audience is the most important aspect of building a brand. It's as if you're building a rapport with another human being and before you meet the person you learn as much about their needs, wants and desires, you won't just walk up and 'wing' it - the same is true of brands.”

Anam Haleem, “Marketing Communications Manager | Digital Marketer | Public Relations Specialist

Jo Malone on scaling her second brand, this time for Gen Z

Two decades after she sold her eponymous brand to Estée Lauder, fragrance entrepreneur Jo Malone discusses her second brand, Jo Loves.

When was the last time you trusted someone or something whole-heartedly? And, if you did, that particular person or thing most likely might be the one who is the closest to you, one very special.