News Archives - chicken

Category: News

WELCOME TO THE BRAND INCUBATOR

OUR ORIGINAL FRAMEWORK FOR BUILDING BRANDS THAT MATTER

Let’s be honest – most brand strategies are either overcomplicated or undercooked.

They come in the form of lofty pyramids, dense documents, or one-size-fits-all templates that look good on paper but fall apart in the real world. They fail to guide decisions, excite teams, or connect meaningfully with customers.

So, at chicken/egg, we decided to do something about it.

Welcome to the Brand Incubator – a fresh, flexible framework that helps founders, marketers, and growing businesses build brands that live, breathe and grow with clarity and conviction.

WHY THE BRAND INCUBATOR?

Because brands are like living things, they need the right conditions to develop – space to grow, warmth to take shape and a clear sense of identity before they go out into the world.

We start with step one, building the coop – your brand’s strategic environment – by walking through three essential doorways:

Company

What do we believe in?
What’s our origin story, our DNA, our unfair advantage?
What are we here to change?

Customer

Who are they, really?
What do they value emotionally and functionally?
What’s keeping them up at night –and what are they dreaming of?

Competitor

What does the market sound like?
Where’s the white space?
What’s missing that only you can own?

This phase isn’t just about asking big questions – it’s about uncovering clear, evidence-based insights that will shape every decision in your brand strategy.

WHAT GOES INTO BUILDING THE COOP?

Internal discovery – Leadership interviews, culture audits, purpose and values alignment.

Customer insight – Qualitative and quantitative research, personas, needs analysis and segmentation.

Market intelligence – Competitor mapping, tone audits, brand code analysis and whitespace discovery.

WHAT COMES OUT OF IT?

A shared understanding of what makes the brand meaningful, distinctive and credible. Plus, tangible insights that feed directly into HATCH – Purpose, Positioning, Audience Clarity, Brand Voice and more.

Reminder: The strength of your HATCH output depends on the depth of thinking here. Don’t skip it. Don’t shortcut it.

With this solid foundation in place, we move into the HATCH Framework to develop a cohesive brand strategy and actionable plan.

Each stage is designed to build on the last, with clear deliverables and collaborative decision points.

THE HATCH FRAMEWORK

H = Heart

Your brand’s soul. This is where we define your why – your purpose, mission, vision, values and beliefs.

Why do you exist beyond profit? What change are you here to make?

We also explore founder stories and origin moments that shape your narrative.

A = Audience

We profile your tribe in detail. Not just who they are – but what drives them. Emotionally. Functionally. Behaviourally.

This includes segmentation, needs mapping, jobs-to-be-done and messaging archetypes.

What do they need? What do they notice? What do they ignore?

T = Truth

Your brand’s positioning and strategy. Here we carve out your unique place in the market – what you stand for and how you stand apart.

What are you the “only” of? Where do you lead?

We create positioning statements, benefit ladders and key messages that differentiate and resonate.

C = Character

How your brand shows up in the world – visually, verbally and behaviourally.

We define your tone of voice, brand behaviours, style principles and narrative hooks.

What’s your vibe? What’s your story? What do you always sound like?

H = Hatch

This is where strategy meets execution. Messaging, identity, activation ideas, brand codes, sensory cues – plus metrics and ways to track success.

We guide everything from rollout plans to internal engagement and launch roadmaps.

How does your brand live out loud – and how will you know it’s working?

WHY IT WORKS

Because it’s not theory – it’s a tool.

Because it starts with insight and ends with action.

Because it helps you align your team, find your focus, sharpen your message and build something meaningful.

Whether you’re launching from scratch, realigning after growth, or untangling years of brand sprawl – the Brand Incubator gives you a structure to build with confidence.

WE DON’T DO COOKIE-CUTTER

Every brand we work with is different. Some are bold and brave. Some are quiet but powerful. Some are still figuring it out.

What they have in common is this:

They know their brand is more than a logo.
They want to stand for something.
They want clarity and creativity.
And they’re ready to hatch something brilliant.

READY TO HATCH YOUR BRAND?

If your brand strategy feels messy, muddled or missing altogether, let’s change that. The Brand Incubator was made for you.

Ready to get cracking? Let’s talk.

How our CREATE framework helps marketers build their own AI assistant*

AI hasn’t just joined marketing.
It’s settled in, learnt the lingo and started showing up to meetings uninvited.

According to HubSpot’s 2025 State of Marketing Report, 92% of marketers say AI has already impacted their role. That’s not a fad – that’s a full-blown shift in how marketing teams think and work.

But here’s the thing: more than half of those marketers admit they still feel overwhelmed by how to use AI effectively.

And that’s not failure – that’s honesty. It shows marketers know AI shouldn’t replace creativity; it should help it hatch faster.

We’re all using AI … but are we using it well?

Most marketing teams are deep in AI experimentation.
Prompts, plugins, “let’s see what it comes up with.”

But here’s the problem: While AI can churn out copy at lightning speed, it still doesn’t sound like you.

So yes, you get faster first drafts – but you also get more editing.
More output, sure. Not always more impact.

At chicken/egg, we see it all the time. Teams know AI could save time, but they don’t trust it to stay on brand.
And fair enough – why would you trust a tool that doesn’t know your tone, your rules or your audience?

That’s why we created CREATE – our framework for turning generic AI into your brand’s most reliable team-mate.

The problem isn’t capability – it’s control

Most AI tools are generalists. Brilliant at everything. Specialists in nothing.

They don’t know your voice, your style or where to draw the line between ‘bold’ and ‘off-brand’.

The result? Inconsistent copy, wasted hours and that all-too-familiar moment when you mutter: “Fine, I’ll just rewrite it myself.”

The CREATE framework flips that.
It helps you teach AI how you work – so instead of a tool that needs managing, you’ve got one that actually helps manage the work.

Meet CREATE

CREATE stands for Context, Requirements, Embed, Align, Train, Evaluate – six simple steps to go from chaos to clarity.

Context

Start with purpose. What’s the GPT for? Who’s using it? Get that right and everything else clicks.

Requirements

Set your house rules. Tone, structure, banned words, preferred formats – the details that make it sound like you.

Embed

Feed it your gold. Upload the campaigns, blogs and decks you’re proud of. Let it learn from your best work.

Align

Test it on real briefs. If it sounds off, tweak it until it’s on-brand without needing your red pen.

Train

Keep it sharp. Add feedback and new examples so it evolves with your team, not behind it.

Evaluate

Measure what matters. Time saved. Quality gained. Consistency achieved. Then decide what to build next.

What changes when you get it right

When AI actually understands your brand, everything speeds up without dumbing down.

We built a client a custom GPT and within weeks, we’d cut content turnaround time by 60% – and finally had breathing space to think big again.

Their marketing assistant now:

Turns briefs into first-draft campaign routes
Writes on-brand blogs with metadata and calls to action
Produces client-ready decks and proposals
Keeps tone and style consistent across every touchpoint

Our creative team still writes – they just start from something good instead of something blank.

Why we built CREATE

We’ve spent decades balancing creativity and clarity.
When AI showed up, we didn’t panic – we got curious.

What if, instead of replacing writers and strategists, AI could help them think faster, brief smarter and stay consistent?

That’s why we built CREATE.
A framework that makes AI adoption practical.
Something real teams can use every day to make better work, faster.

Because the truth is simple:
AI won’t replace creative people.
But creative people who know how to use AI properly?
They’ll absolutely replace the ones who don’t.

Ready to CREATE yours?

If you’re a marketing leader curious about what AI can really do for your team, we’ll show you how to:

Build a GPT that understands your brand voice
Train it using your own tone, templates and content
Measure its real-world impact on quality and time

Let’s make AI your most reliable team-mate – the one that never misses a deadline or needs another coffee.

Get in touch to learn the CREATE framework and build your own GPT assistant.

chicken/egg – hatching smarter creativity.

* You’ll need a ChatGPT Pro account to hatch your own custom GPT. It’s the platform we use – and the one we recommend for all CREATE builds.

Bridging the gap between strategy and action – how the ANATOMY framework makes marketing matter.

In today’s crowded marketplace, having a solid brand and marketing strategy is essential – but it’s not enough. The challenge for many brands is turning high-level strategic goals into practical, intentional marketing actions. This is where the ANATOMY framework from chicken/egg steps in.

Designed as a tactical checklist for campaign planning and execution, ANATOMY ensures that every marketing action serves a purpose and aligns with broader strategic objectives. It doesn’t replace your existing strategy – instead, it translates strategic intent into on-the-ground marketing activities that deliver real results.

What Is the ANATOMY framework?

ANATOMY breaks down every marketing action into six key components: Purpose, Audience, Intention, Design, Impact, and Evaluation. Each component serves as a checkpoint to guide the planning, execution, and measurement of campaigns, ensuring that every step is intentional and aligned with strategic goals.

Purpose (the why)

Start by clearly defining the purpose behind each action or interaction. Ask yourself – Why are we doing this? Whether it’s to increase brand awareness, drive sales, or nurture customer relationships, understanding the why grounds your campaign in a strategic objective.

Audience (the who)

Knowing your target audience is critical for crafting messages that resonate. Identify who you’re speaking to and tailor your approach to their needs, preferences, and behaviours to create more meaningful engagement. Segmentation is key!

Intention (the what)

Clarify the specific outcomes you aim to achieve. Are you educating your audience, driving a specific action, or generating leads? Setting clear intentions allows for measurable goals, guiding both the creative development and metrics for success.

Design (the how)

Plan the execution based on your audience’s preferences and your campaign objectives. Choose the right format, channels, tone, and timing to ensure every element supports your campaign’s purpose.

Impact (the goal)

Connect the campaign’s immediate intention to longer-term business goals, such as enhancing brand loyalty or changing perceptions. This ensures that each tactical action supports broader business objectives.

Evaluation (the learning)

Assess the results by reflecting on what worked, what didn’t, and why. This step provides insights for future campaigns, helping with continuous improvement.

Using ANATOMY as a campaign checklist

Once you have your marketing strategy in place, ANATOMY acts as a practical tool to shape the execution of individual campaigns. Here’s how you can use it:

Pre-launch checklist

Before launching, validate that each component – Purpose, Audience, Intention, Design – is clearly defined and aligned. This consistency keeps your campaigns on-brand while allowing creativity to flourish.

Real-time adjustment

Use the framework during execution to guide decisions and make adjustments. If a campaign isn’t performing as expected, revisit the checklist to ensure each component is on track.

Post-campaign review

Incorporate the Evaluation phase to measure outcomes against original intentions and strategic objectives, creating a feedback loop that informs your next campaign.

How ANATOMY fits into the marketing workflow

The ANATOMY framework operates at the tactical level, bridging the gap between strategy and execution:

Top-level

Brand strategy and marketing strategy – Set the vision, mission, positioning, and long-term goals.

Mid-level

ANATOMY Framework – Translate strategic intent into actionable steps.

Bottom-level

Campaign Execution and Creative Development – Apply ANATOMY to shape practical actions, from content creation to channel selection.

The benefits of using ANATOMY

By applying ANATOMY, you gain several key advantages:

Clarity and focus

By starting with why, you ensure every campaign is grounded in your strategic goals, avoiding scattered tactics.

Improved engagement

Tailoring actions to your target audience results in stronger connections and more meaningful interactions.

Measurable outcomes

Setting intentions helps track progress and demonstrates the campaign’s ROI.

Continuous adaptation

Insights from the Evaluation phase help refine future campaigns, making your marketing efforts smarter and more effective over time.

Applying ANATOMY in real-world campaigns

At chicken/egg, we integrate ANATOMY into all aspects of campaign planning. Here’s how we use it:

Discovery sessions

Define the Purpose, Audience, and Intention from the outset to lay a strong foundation.

Creative development

Guide content and messaging development using the framework to ensure alignment with strategic goals.

Execution

Use the ANATOMY checklist to stay on track during the campaign.

Review and refinement

After the campaign, assess the results and extract insights for continuous improvement.

Bring purpose to your marketing.

In a world where strategic vision alone isn’t enough, ANATOMY empowers brands to bring their strategies to life through intentional, purposeful actions. By integrating this framework into your marketing, you can ensure every action serves a purpose, every message resonates, and every outcome supports your strategic goals.

Are you ready to transform your campaigns from planning to execution? Let’s hatch a plan!

PS: We have created an easy to use ANATOMY framework checklist – you can download a copy here:

Anatomy methodology_checklist

Let’s talk about storytelling …

Storytelling is a fundamental human experience that connects us. A good book becomes dog-eared, a great movie is watched repeatedly, and we eagerly recommend both. Listening to friends regale their tales allows us to understand more about them as a person, strengthening our bonds and deepening our friendships. You can’t beat a good story.

In marketing, storytelling isn’t just about selling a product or service – it’s about trying to create an emotional connection with our audience. When customers see themselves as the hero of the story, they are more likely to engage on a deeper level. Studies show that customers who like a brand’s story are 55% more likely to consider buying from the brand in the future.

Whenever I talk with clients about positioning themselves in their brand story, I use my favourite Star Wars analogy – Luke and Yoda.

Luke Skywalker’s journey from a farm boy to a Jedi Knight is a classic hero’s journey that’s resonated with audiences for years. He starts with a call to adventure, faces trials and tribulations, battles the dark side, and ultimately achieves his goals.

Yoda’s role in Luke’s journey is crucial. He provides wisdom, training, and support, helping Luke unlock his potential and become the hero he was destined to be.

Let’s look at the story from a marketing perspective. Your customers are on their own journeys, so ask yourself how your brand can play a pivotal role in their success. How can you offer expert advice, resources and support? How can you guide them to achieve their goals? Positioning yourself this way builds trust and establishes your brand as a valuable part of their story.

Here are my top 5 tips to make your customer the hero of your marketing stories:

Flip the pain points – Identify your customers’ specific challenges and clearly demonstrate how you can effectively address these issues, transforming problems into opportunities.
Create relatable characters – Develop personas that mirror your audience’s traits, making it easier for them to see themselves in your stories.
Showcase your expertise – Position your brand as an authority in your field by providing expert advice, resources and insights that your customers can rely on.
Highlight customer success stories – Share testimonials and case studies that celebrate your customers’ successes and emphasise the role your brand played in their journey.
Engage emotionally – Use a tone of voice that resonates with your audience’s dreams, fears and aspirations to craft narratives that create deeper connections.

Ready to be more Yoda? Let’s get cracking.

Practicing what we preach ...

Recently, I was talking with a prospective client about a re-brand project and shared our branding process, which involves exploring three key perspectives – Customer, Competitor and Company. This helps answer the vital WHY, WHO, HOW and WHAT questions. During the pitch, I mentioned the importance of conducting a customer satisfaction survey to gauge performance. Then came a question that made me pause, “How often do you do that for chicken/egg?”

My honest answer was never. 🙄

That question stayed with me the whole journey back. As a consultant and agency owner, it’s easy to fall into the trap of not doing what you advise others to do for yourself, mainly because you’re busy fulfilling their needs. I help others with LinkedIn pages but rarely update mine consistently. I assist with marketing planning and strategy, but I can’t remember when I wrote a plan for my business. I guide others through branding processes but haven’t revisited my own in years.

When I returned to the office, I resolved to start an annual chicken/egg client satisfaction survey. This would demonstrate that a) I follow my own advice and b) give insights into my/our performance over the past 20 years.

And … early results show an NPS of 70 – This score reflects our clients’ confidence in us and our commitment to delivering exceptional service and creative solutions. Woohoo, happy chicken dance! 🐔 🕺

Want to know how we can help your business? Send me a DM, and let’s get cracking.

#ClientSatisfaction #NPS #MarketingExcellence #ChickenEgg

If you’re a marketer seeking to supercharge your content strategy with the power of AI, our new POWER HOUR – hatch your own custom GPT is here.

Over the past couple of years, we’ve been crafting custom GPTs to enhance our internal processes and client work, transforming our approach to content brainstorming, customer persona development, marketing strategies, brand messaging, creative briefs and more.

We’re now bringing that directly to you, and in our power hour, you’ll develop your own marketing custom GPT to help you with:

Content brainstorming and generation – enhance your content creation process with AI-driven insights and suggestions.

Customer persona development – Craft detailed and accurate customer personas to better target your marketing efforts.

Strategy and marketing plans – Develop robust marketing strategies that leverage AI for maximum impact.

Brand strategy and messaging – Ensure your brand’s voice is consistent and compelling across all channels.

Creative brief creation – Generate precise and effective briefs for your studio or agency, ensuring your creative projects are on point from the start.

You’ll learn our unique CREATE framework – a clear, step-by-step approach to building a powerful custom GPT that actually works for your business.

Why book an hour with chicken/egg?

Experience and authority – We’ve integrated GenAI into our daily business, showcased its power at industry events, completed the CIM AI in marketing course and we’re founding members of the Women4AInnovation Futures think tank.

Proven results – Our custom GPTs have helped us achieve remarkable improvements in efficiency, creativity and strategic alignment.

Hands-on guidance – We’ll work directly with you, offering personalised advice and support to ensure your GPT is tailored to your unique needs.

Ready to get cracking? Here’s how it works …

Initial consultation – We’ll start with a conversation to understand your specific needs and goals.

Custom GPT creation – Based on our discussion, we’ll work with you to develop a bespoke GPT for your business. Please note that you will need a pro subscription to Chat GPT to build your own custom GPT.

Training session – We’ll provide a hands-on training session, teaching you how to effectively use and customise your GPT.

Follow-up support – After the initial session, we’ll be available to answer follow-up questions and provide additional support to ensure you’re getting the most out of your new tool.

How much does it cost?

Just £845 ex VAT.

Terms and conditions apply – see below.

Are you ready to transform your marketing content with the power of AI?

Book your POWER HOUR today!

email karen@chickenegg.co.uk to discuss.

Terms & Conditions

The Power Hour session costs £845 (excluding VAT).

The session covers up to 6 attendees. For more attendees, please contact us for a quote.

All sessions are conducted online. For face-to-face meetings or training sessions, please contact us for a quote.

Booking and Payment

Invoices are sent prior to the scheduled call and are payable within seven working days.

Payment must be received in full before the scheduled session.

Cancellation and Rescheduling

Cancellations or rescheduling requests must be made at least 48 hours in advance.

If a session is cancelled with less than 48 hours’ notice, 50% of the session fee will be charged.

Rescheduling requests made with less than 48 hours’ notice will incur a rescheduling fee of £50.

Confidentiality

All information shared during the consultancy session is confidential and will not be disclosed to third parties without prior consent.

We respect client confidentiality and ensure that all discussions and materials are handled with utmost privacy and discretion.

Liability

While we strive to provide accurate and useful advice, we do not accept responsibility for any actions taken based on our consultancy sessions.

Our liability is limited to the cost of the consultancy session.

Intellectual Property

Any materials provided by chicken/egg during the session remain the intellectual property of chicken/egg.

Clients may use these materials for internal purposes but must not distribute them externally without permission.

Session Recording

Recording of the session is permitted for internal use only. Clients must inform us in advance if they wish to record the session.

Force Majeure

We are not liable for any delays or failures in performance resulting from events beyond our control, including but not limited to acts of God, natural disasters or technical failures.

Additional Information – Follow-Up Support

Limited follow-up support via email is provided for one week after the session to address any immediate questions or clarifications.

By booking a POWER HOUR, you agree to the above terms and conditions.

Client Spotlight: Fertifa

Today, we’re shining a spotlight on one of our incredible clients, Fertifa.

They’re not just another healthcare provider; they’re revolutionising how we approach reproductive health in the workplace. They’ve got their finger on the pulse of an issue that affects so many of us at all stages of life. From fertility and family planning to women’s health and men’s reproductive care, they’ve got it all covered.

Fertifa collaborates with a diverse range of companies in the UK, Europe, and the United States. Their client list reads like a who’s who of industry leaders – Monzo, Bain Capital, Sotheby’s, lululemon, Space NK, Virgin, Natwest, Osborne Clarke, Amadeus, Centrica, Balderton, ClearScore, and the list goes on.

Our Role: Bringing Fertifa’s Vision to Life 🎥

We had the pleasure of producing two videos for Fertifa – an engaging introduction to their services and a user-friendly app demo.

These videos encapsulate the essence of Fertifa’s mission, making it easier for companies to understand the value they bring to the table.

_____________________________________

We love projects like this and can’t wait to see how Fertifa continues to transform workplace wellness.

Oh, and if you need our expertise in crafting compelling video content, we’re here to help. Let’s talk.

The Captain & Crew of Marketing

In the vast sea of marketing, success hinges on two pivotal roles: the captain’s vision (Strategy) and the crew’s execution (Tactics).

Aye Aye Captain

The captain sets the course, determining the destination and charting the journey. The strategy is this vision, the overarching plan that defines where you’re headed and why.

All Hands on Deck

The crew brings the captain’s vision to life, managing the sails, navigating challenges, and ensuring the ship stays on course. Tactics are these actions, the specific tools and methods employed to reach the destination.

Smooth Sailing or Stormy Seas?

A ship without a captain drifts aimlessly, and a captain without a crew struggles to make progress. Similarly, without a strategy, tactics lack direction, and without tactics, a strategy remains unfulfilled.

Together, the captain and crew ensure a successful voyage. In marketing, uniting strategy and tactics guarantees not just a journey but a triumphant voyage.

We’re here to help you navigate the marketing waters! Let’s talk!

Are you contemplating a rebrand?

Ten things to consider when you’re contemplating a rebrand:

So, you’ve looked at your brand and thought, ‘It’s time for a refresh’ … well we’ve come up with our ten things to consider before you take that leap!

Customer Perception

Pro: A successful rebrand can increase brand relevance, potentially attracting new customers.

Con: A rebrand risks alienating existing customers loyal to the original brand.

Market Changes

Pro: A rebrand can help a business remain competitive if the market changes or has changed.

Con: You may react too quickly to trends, leading to a rebrand that will seem dated quickly.

Brand Reputation

Pro: A rebrand can distance a company from negative perceptions.

Con: If the rebrand is seen as an attempt to cover up serious issues, it could harm the brand further.

Mergers and Acquisitions

Pro: Rebranding can be an effective way to unify different company cultures and values.

Con: You risk losing the acquired brand’s equity and customer loyalty.

Business Growth and Expansion

Pro: A rebrand can reflect an expanded product line or entry into new markets.

Con: Over-diversification may dilute the brand’s core message and must be clarified for customers.

Visual Identity

Pro: Refreshing the brand’s look can make it more contemporary and appealing.

Con: Radical changes to the visual identity can lead to a loss of brand recognition.

Differentiation

Pro: Rebranding can set you apart from competitors.

Con: Finding a unique positioning still authentic to your brand can be challenging.

Internal Alignment

Pro: A rebrand can galvanise employees around a new vision.

Con: You may encounter resistance from employees attached to the old brand.

Financial Costs

Pro: Investing in a rebrand can yield significant returns in the long run.

Con: The financial costs can be high, and the return on investment is not guaranteed.

Time and Resources

Pro: Dedicating time to a rebrand can result in a more cohesive and effective brand strategy.

Con: Rebranding is time-consuming and can distract from other business activities.

If you’re still thinking, ‘Let’s do this’, let’s talk!

CRACKING THE ‘BRAND CODE’ CODE

A brand is much more than just a name or a logo.

The unique combination of elements, your brand codes/assets, create a distinctive identity and communicates your company’s values, personality, and promise to your customers.

Decoding Brand Codes: What Are They?

You might be wondering, “What on earth are brand codes?” Brand codes, or brand assets, are unique, distinctive elements that help your brand stand out.

They can be visual (like your logo), auditory (a catchy jingle), olfactory (the scent of your product), or even tactile (the feel of your packaging). They make up the essence of your brand, from your name and colours to your typography and tagline.

Why Do They Matter?

Brand Recognition

The more distinctive and consistent your brand codes are, the easier it will be for customers to spot your brand in a bustling marketplace.

Emotional Connection

A well-crafted brand code can spark emotions and associations, adding depth and richness to your brand’s identity.

Consistency

By consistently using your brand codes across all touchpoints, you ensure a unified brand experience, fostering trust and loyalty.

Competitive Advantage

Brand codes that are unique and memorable can give your brand a leg-up in the marketplace.

Brand Codes in Action – who has got it cracked …

Coca-Cola

Their distinctive red and white colour scheme, cursive logo, and unique bottle shape are instantly recognisable worldwide.

Apple

Apple’s minimalist design, monochrome colour palette, sleek product aesthetics, and bitten Apple logo contribute to a brand code that communicates innovation, simplicity, and premium quality. Their product design is also a significant brand code, with their devices’ clean, sleek look being a hallmark of the Apple brand.

Nike

The “swoosh” logo and their punchy tagline “Just Do It” are potent brand codes that resonate worldwide.

McDonald’s

A memorable jingle – “I’m lovin’ it” – Bet you’re singing it in your head right now! That, along with the “Golden Arches” logo, is a testament to the power of brand codes.

Chanel

Their interlocked “CC” logo, the use of black and white in their packaging, their signature quilted bag design, and the distinctive scent of Chanel No. 5 are classic examples of brand codes.

These brands have expertly utilised their brand codes to create a unique, instantly recognisable identity that resonates with their target audience and communicates their brand values effectively.

How to Egg-cel at Using Brand Codes

Consistency is Key

Once you’ve hatched your brand codes, use them consistently across all marketing channels and touchpoints

Storytelling

Use your brand codes to tell your brand’s story. It’s not just about what you sell but the story you tell!

Flexibility

While consistency is important, don’t be afraid to let your brand evolve. Adapt your brand codes as needed, but ensure they maintain a clear connection to your brand identity.

Protect Your Brand Codes

If you can, register trademarks for your brand name, logo, and other unique brand codes. This helps ensure they remain uniquely yours.

Measure the Impact

Use brand tracking studies to see how well your brand codes are doing. Does your target audience recognise them? Do they evoke the emotions you intended?

IN A NUT(EGG)-SHELL

To crack the code of branding, remember that brand codes encompass visual, auditory, olfactory, and tactile elements, and they’re crucial for brand recognition, emotional connection, consistency, and gaining a competitive edge.

Maintain consistency, weave a compelling brand story, be flexible yet connected, protect your codes, and measure their impact. Remember, it’s not just big brands that can benefit from brand codes. Whether you’re a big business or a small start-up, it’s time to “Codify, Codify, Codify!” as Mark Ritson, renowned professor and Marketing Week columnist, would famously assert!

So, let’s get cracking and hatch a brand that’s truly yours! Let’s talk!

1 2 3 4 5 6 … 11