Ideas & opinions
Thinking out loud.
Branding ideas, design trends and straight-talking advice from twenty years of moving brands forward.
Featured · Brand Strategy
Strategy before design: why the order matters for new brands
Every new brand faces the same temptation: skip to the fun part. Why the brands that last decide who they are before they decide how they look, and the order of operations we follow at Bellman.
Read article →Showing 45 articles across all pathways, newest first
Brand Strategy
One brand or many? Getting brand architecture right as you grow
Creating something new Brand StrategyStrategy before design: why the order matters for new brands
Creating something new RebrandingHow to rebrand without losing the equity you’ve built
Rebranding Brand StrategyPositioning when every competitor says the same thing
Repositioning NamingHow to name a business you won’t outgrow
Creating something new Brand StrategyThe real cost of a rebrand, and the cost of waiting
Rebranding Brand StrategyHow to run your own competitor brand audit
Repositioning Working TogetherThe launch checklist: what your new brand needs on day one
Creating something new Working TogetherGetting the board on board: selling a rebrand internally
Rebranding ContentWhy “quality and service” is not a point of difference
Repositioning Brand StrategyMinimum viable brand: what to build first and what can wait
Creating something new RebrandingRebrand or refresh? A straight answer for growing businesses
Rebranding Brand StrategyCategory codes: when to follow them, when to break them
Repositioning DesignBrand guidelines your team will actually use
Consistency CampaignsCampaign creative that stays on brand and still converts
Performance DesignLogo, identity, brand: what you’re actually buying
Creating something new RebrandingSequencing a rebrand rollout: what changes first
Rebranding ContentFinding a tone of voice that sounds like no one else
Repositioning DesignThe touchpoint audit: finding where your brand falls apart
Consistency Brand StrategyMeasuring brand: the numbers that matter beyond awareness
Performance ContentFrom founder vision to a brand story people repeat
Creating something new Brand StrategyWhat to keep: auditing brand equity before you change anything
Rebranding Brand StrategyRepositioning without losing the customers you already have
Repositioning Working TogetherTemplates and toolkits that keep every team on brand
Consistency ContentTurning one campaign idea into a year of content
Performance Brand StrategyWhat customers and investors read into a new brand
Creating something new RebrandingLife after launch: embedding a new brand inside your business
Rebranding Brand StrategyPositioning for premium: how brands earn the right to charge more
Repositioning DesignOne brand, many hands: consistency across dealers and franchises
Consistency CampaignsPoint of sale that pulls its weight: retail activation done right
Performance NamingChoosing a name you can own: trademarks, domains and diligence
Creating something new RebrandingWhen a new leader inherits an old brand
Rebranding ContentThe three questions customers ask before they trust you
Repositioning DesignManaging brand colour across print, digital and signage
Consistency CampaignsRefreshing tired campaign creative without starting again
Performance CampaignsLaunching quietly or launching loud
Creating something new Brand StrategyMerging two brands after an acquisition
Rebranding Brand StrategyChallenger brands: standing out against bigger competitors
Repositioning Brand StrategyBrand governance: when to police it, when to let it flex
Consistency Brand StrategyConsistency versus freshness: how strong brands stay interesting
Performance ContentSounding the same everywhere: voice consistency across channels
Consistency CampaignsCreative that earns attention in social feeds
Performance DesignWhy your brand looks different everywhere, and how to fix it
Consistency CampaignsBrand and performance marketing: stop treating them as rivals
Performance DesignPackaging: the hardest working brand touchpoint
Consistency Brand StrategyWhen sales are flat and the brand is the reason
PerformanceDone reading?
Put the thinking to work.
Share where the business is today, what needs to change and what success should look like. A useful first conversation should create direction before commitment.
Book Meeting ↗︎