The basic building blocks of your company’s brand don’t necessarily require a lot of cash but do require knowing (or developing) the answers to several key questions or ideas.

The process of rebranding can be complicated, one that causes us to evaluate what’s good about our brand, and what can be thrown out. That’s why when you’re thinking of rebranding your company or product, three things should factor into your decision.

In the book What Great Brands Do, Denise Lee Yohn identifies seven brand-building principles that separate the best from the rest. The first principle concentrates on setting (or resetting) a strong corporate culture.

The responsibility of creating (or reviving) a brand identity for a client is a daunting one. The agency is faced with the challenge of discovering what makes a company tick and developing a visual identity that encompasses those qualities.

Branding is a challenging game — one that garners as much confusion as the rules of rugby. But one rule reigns supreme — consistency is king.

There’s a reason why McDonald’s and other well known brands have become embedded in our psyches – a reason that goes beyond the media in which these companies market themselves. It all comes down to natural, human response. And color.