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Brand Strategy & Development

Branding and design mean different things to different people. At their most trivial we could talk about colours, typography and company logos. In such a case, a ‘brand refresh’ involves nothing more than a bit of tinkering - redecorating the living room and rearranging some of the furniture. That’s one approach, and you may see some benefit from this surface-level activity. But there's a lot more to brands than this.


Like an iceberg, most of what makes up a brand lies under the surface, but this doesn’t make this submerged mass of thoughts, feelings, ideas and behaviours any less impactful.

See, our poor post-chimpanzee brains consist of a small, conscious and logical mind sitting atop a much larger, entirely subconscious supercomputer capable of dazzling feats of data processing (of which we are mostly — blissfully — unaware).

In psychiatric circles, the metaphor is of someone riding an elephant. They think they're in control but, given the right circumstances, the elephant can take over — and charge. And what are this metaphorical elephant's triggers? Being angry, randy, upset. All these things.

And also, as it happens, great branding.


Whilst our rational brain likes to sift data and weigh options, our emotional brain runs riot, stirred by an endless stream of conscious and subconscious influences.

Punchy headlines, imagery, music and ideas — all can unbalance our rational decision-making machinery, tilting us this way or that. Our subconscious minds make emotional connections to things, people, spaces — and brands — in split seconds, often without the conscious mind even being aware.

But by then, it’s too late. You’re standing in the kitchen wondering why you just paid £3 for Brand A of toilet cleaner instead of just buying the own-label version for 65p.

This is the power of branding. It makes us defy logic and make decisions based on emotion — then uses logic to retrospectively justify them.

A brand that can emotionally connect with its audience becomes almost unassailable. These rare businesses occupy an enviable place in the hearts and minds of their adoring customers. Unearthing these deep truths and insights about what really drives customer decision-making is no easy task. But that’s what’s required to develop brands powerful enough to sink an unsinkable ocean liner.


A powerful, well-considered concept should drive every aspect of your brand strategy strategy. It’s the starting point for every discussion and decision, from what new product developments to focus on to what communications channels to use.

From this perspective, things like company logos, colour schemes and typography can be seen in their proper context — important-but-surface-level manifestations of something more fundamental.

In short, it’s all too possible to create dull, ineffective advertising and marketing, irrespective of the media channel. A business without a deep understanding of branding — one driven by customer insights — is like a ship without a rudder: devoid of purpose.

Let Woven create your perfect brand strategy.

Your Brand Strategy Agency

When it comes to marketing that performs, we ensure Brand Strategy is embedded throughout all customer journeys.

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