Do you need a uniform for your brand?

Posted on: May 31st, 2016

Like it or not, how you dress has an impact on how people perceive your brand. Some brands choose to allow their staff to wear what they prefer, as long as they adhere to a company dress code, while other businesses require their staff to wear a uniform.Read more »

Brands leveraging off trends

Posted on: April 26th, 2016

The fast paced world that we live in is dominated by trends. What’s trending today will be passé tomorrow – I just need to look at my children to know that this is fact.

Being able to identify trends, will enable you to take advantage of consumer fads or industry developments. Whether they are social, environmental, political, economical or technological some trends can catapult an industry or destroy it.Read more »

How to build a brand with personality

Posted on: March 30th, 2016

Since humans could communicate, we have been telling stories. Stories that capture our attention, evoke emotion and connect us. Whether they are stories told around a camp-fire, passed down from father to son, fairytales or even passages from the Bible, stories are a big part of what makes us human. Having a good story makes the relaying of the message so much easier – just take a look at Rhonda and Ketut!

Rhonda and KetutRead more »

Gold nuggets on out of the box thinking

Posted on: February 9th, 2016

I am part of a tribe! A tribe of women who encourage, support and uplift each other. The group is called LBDG – Little Black Dress Group (Little Black Dress Group) and once a quarter, a number of us Platinum members get together for a day of learning and planning .

Apart from catching up with some beautiful friends who I haven’t seen for most of the summer, we were educated and entertained by the very enigmatic and effervescent Kieran Flanegan from the Impossible Institute. Aside from being wildly entertaining, Kieran has a mind like no other. She sees solutions where others see problems, and it’s no wonder that her and her business partner Dan, have built a name for themselves in the advertising industry. Here are a few gold nuggets that I learnt from Kieran.Read more »

I Know Victoria’s Secret

Posted on: January 28th, 2016

I have just returned from 10 blissful days in Hawaii and while it might sound like a jet setting kind of statement, I was actually there with my family courtesy of my very talented daughter. She was competing at an international gymnastics competition that was – to our delight – in Hawaii!

But I digress as I’m actually wanting to share with you a secret – Victoria’s Secret to be precise. America is a Mecca for big brand shopping and Waikiki is no exception.

After dinner one night I decided that I would brave the world famous luxury ladies under garment store – Victoria’s Secret. I must confess that I did go into a store while in New York a few years ago, but I was so overwhelmed by the displays and choices that I simply left with a bag of kissable lip gloss for myself and my team.

Brand experience and brand personalitiesRead more »

The Use of Sound in Branding

Posted on: December 14th, 2015

Sonic branding (using sound to connect to your brand) is one of the less obvious brand development techniques. The recognition of a tune or jingle associated with a brand can be a very powerful trigger.

Read more »

Cues to branding

Posted on: November 25th, 2015

Branding is one of those concepts that most business owners find confusing. Surely once you have a logo, you have a brand? Not so. The reality is that branding is far more than the symbol of a logo or the colour of the packaging. These are important visual connections to your brand, but they are not the only thing that makes up your brand.

Even though most people are confused about branding, we can all identify when it is done well. Nike, Coca-cola, Apple, Mercedes, Rebel, McDonalds and T2 are just a few that come to mind.

Cues in brandingRead more »

Build a Brand through Brand Experience

Posted on: September 25th, 2015


One of the most essential elements of creating a brand is ensuring that you have a strong emphasis on brand experience.

What does this mean? Simply put, it is how people experience your brand. How do they feel after walking into your store, dealing with your staff, utilising your services? Every touch point will allow your potential customer the opportunity to experience your brand. With so many possibilities afforded to business these days, this becomes a very exciting and a very daunting prospect at the same time.

There is that saying that says ‘people don’t remember what you say, they remember how you made them feel’. This is what every brand should be thinking about when planning how customers will experience their brand.Read more »

Building Your Brand with Collateral

Posted on: August 28th, 2015

Branding is a multi-facetted discipline. We’ve already discussed the importance of a logo in branding as well as how to write a brand story. Now we need to talk collateral. So what exactly is collateral?

Collateral usually refers to the collection of printed promotional material that ranges from business stationery, brochures, annual reports and adverts through to your direct mail, newsletters and signage to name a few. With the inclusion of so much web activity in businesses these days, collateral is also extending to your digital footprint which includes website, social media, e-newsletters, content marketing (blogging) and search engine marketing (SEM). We may see this as a necessary evil of running a business, but from a brand strategy point of view this is an amazing opportunity to help build brand recognition.

Collateral-Branding-SydneyRead more »

What is the difference between a mobile-friendly, mobile optimised and a responsive website?

Posted on: July 23rd, 2015

Since Googles landmark announcement that they will only show ‘mobile-friendly’ website is their search results for mobile devices, we have had a number of clients (old and new) contact us to upgrade their site to a mobile-friendly option, yet when they get their estimate, we talk about building them a responsive website. What is this and are they getting what they asked for? The simple answer is yes, but you’re getting so much more. Here’s why…

Mobile friendly website vs responsive website

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white river design
The Creative Fringe
Unit 6, 51 York Road
Penrith, NSW 2750

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