Many businesses often overlook the critical importance of establishing a cohesive brand strategy before launching. This oversight results in discrepancies in their brand personality, visual style and tone of voice, giving rise to confused messaging, lack of loyalty and desperate marketing efforts. Page contents Typical start-up prior to launch What does cohesive brand strategy look like in 2025? Signs that your branding may have been rushed How to save a rushed brand identity What about established brands? The importance of brand guardianship Typical start-up prior to launch For the majority of start-ups, the initial focus when launching their business revolves around demonstrating proof of concept, creating a business plan that emphasises projections and financials, exploring potential market entry strategies, managing operations and logistics, conducting market research, and analysing competitors. After addressing these critical business challenges, brand identity often becomes a rush job - with many business owners opting for a cheap and professional logo and their favourite colour(s) for the colour palette - white labelling their way to appearing ready and open for business. The risks of this method include the loss of vital information, meticulously developed through the business plan and market research, through ineffective branding that fails to convey the culture, personality, or motivation of the business. Often, much of the brand-related content is already present in these key business documents. Elements like USPs, a mission statement, brand values, client personas, market research, competitors, and value propositions all play a role in creating a strong and relevant brand identity using the science of brand psychology. Once these key motivators are briefed to a branding designer, we can begin to use specialist principles to extract any pertinent information that can be translated into a brand identity, and a visual language that communicates and connects with audiences on a much deeper level. What does a cohesive brand strategy look like in 2025? A well-defined brand identity is essential for fostering trust and connection with an audience, ultimately driving long-term success. A cohesive brand strategy would begin with a mission that gives the brand it's purpose, a tone of voice that builds trust and loyalty, a unique visual identity that drives brand recognition and a brand story that deeply connects to an audience on a semantic and emotional level. Just like people, brands should grow, learn and evolve. A strong brand should be able to adapt to social, economic and cultural shifts while understanding and addressing what matters to its customers. A great brand is able to learn from mistakes, remains reliable and trustworthy and is open to visionary ideas for its industry's future. Brands of 2025 should ditch the influencer promotion model and focus on establishing genuine connection with their audiences through authentic purpose-driven storytelling. Signs that your branding may have been rushed There are certain indicators that a company rushed the development of their branding, the main one being that the branding fails to effectively convey the brand values, objectives or personality traits, but also includes: Inconsistent tone of voice Desperate and inconsistent marketing offers Lack of cohesive visual identity - varying colours, fonts, and icons communicating different messages all at once Lack of brand recognition within their market Confused messaging Copycatting - duplicating marketing strategies of more successful brands Absence of onboarding and/or brand culture - resulting in high employee turnover How to save a rushed brand identity A brand audit is usually necessary to assess any existing information that is already available for the brand specialist to analyse. They may also want to guide the company through brand personality exercises to validate suitable positioning. This process involves choosing aspirational brands, revising the mission statement to reflect purpose, values, and tone of voice, and transforming these elements into mood boards that visually express some of these concepts in order to determine a style preference for the visual identity. What about established brands? Some businesses may already possess a degree of brand recognition, which can lead to resistance when considering changes to their visual identity. In such situations, conducting user-centred research is advisable to determine whether the audience likes and connects with the current visual identity or other brand elements. If the findings are negative or ambiguous, a complete rebrand is possible and necessary. However, if more than half of the user group resonates with the existing logo, it would be more beneficial to refresh the current visual identity to better align with the brand's updated position and mission. Some brands that have done this very successfully would be BBC, Google and Virgin. The importance of brand guardianship More than brand management, the crucial role of brand guardian entails being the "custodian of the brand," overseeing external communications that represent the brand identity to ensure visual consistency and message coherence as outlined in the brand bible. Additionally, the brand guardian is responsible for observing market shifts and trends, whether social, economic, or cultural, to continually assess how the brand might need to evolve. Websites and digital content require the most monitoring, as they are frequently susceptible to confusion, with numerous voices and an overload of offers and messages that can undermine the brand standards established by the rebrand and audit efforts. Where necessary, guidance may be required to realign all stakeholders with the mission, values, and strategy to ensure all communications remain "on-brand". The brand guardian role can be internal, assigned by the specialist responsible for developing the brand identity after onboarding, or it can continue to be the specialist's responsibility if this option is included in their services. If you are a business wishing to work with a brand expert to rebrand your business or conceptualise your new venture, please get in touch to book an appointment today.

A logo is not simply the emblem under which a company trades, nor the outward facing image that describes what a company does - to customers, it is a symbol that subconsciously connects them to their emotions, desires, loyalties and preferences via the brand identity. Basic level operations If a business operates effectively on a basic level with little branding or personality, it might be challenging to understand the impact of sharing a resonating brand story, guiding core principles, an authentic mission statement and relevant visual tools with which to communicate them. Numerous companies exist at this basic level, such as local businesses that appear to have minimal marketing needs, with a familiar client base and who's regular workload is considered reliable. For these businesses, a logo that appears adequate is often deemed sufficient for maintaining a professional image. However these are the companies at highest risk of being left behind - they tend to operate using out-dated practices, not seeing the need to stay current due to their steady clientele. In the rapidly changing world of enterprise, traditional roles like copywriters, artwork retouchers, and illustrators have become obsolete in less than six months, as AI has rendered many of these skills redundant. This also implies that companies capable of simplifying the user experience and employing more agile business methods to keep pace with rapid advancements can easily capture the market. The dangers of a "lovely" logo design You may be delighted with your logo - it may have been crafted by a talented creative and incorporate concepts that mirror certain facets of your business, however superficial logos are often contrived, relying on a surface level grasp of how to visually represent the business. The risk with such a functional logo is that, despite the effort and creativity involved in its design, it is more likely to fail in connecting with audiences on a semantic or emotional level. This means reduced brand recognition, reduced loyalty and reduced repeat business. A logo contributes to a brand's visual identity, yet the visual identity is just one aspect of the wider brand identity. This encompasses the brand's story, personality, name, products or services, and tone of voice. The logo should therefor be influenced by these crucial elements of the brand identity, as they help establish a deeper connection with the audience. How should a rebrand be approached? Prior to the rebrand of a visual identity, an audit should be conducted by a branding specialist to determine the brand archetype, key personality traits, and guiding principles, along with essential background details that influence the sequence of cognition (shape, colour and content of the logo). These elements of the visual identity will be meticulously chosen for their psychological link to the business's core personality traits and values, ensuring they leave a lasting impact on the target audience. To start your rebrand journey, get in touch with Fiona@roccoco.uk or visit the courses and resources pages to learn more about brand psychology, brand alchemy and how to design meaningful identities that resonate.

Brands are complex entities that cannot be fully understood from one perspective. The crucial role of psychology in branding should be viewed from the perspective of the corporation that owns it, and from that of the consumer. Branding psychology is the tool that connects these two worlds, creating a unified and lasting brand experience.  Page contents What is brand psychology? From the perspective of the company From the perspective of the consumer Brand psychology methodologies Brand archetypes The sequence of cognition Brand alchemy What is a brand expert? What is a brand psychology? Psychological connections define the human condition; our senses, memories and perceptions significantly influence decision-making before our conscious preferences are revealed. Advertising and marketing firms have dedicated decades to perfecting a mix of memorable jingles, enticing products, dopamine-triggering strategies, and hypnotic anchoring, but brand psychology starts prior to these marketing efforts, drawing inspiration from the brand concept before any other materials are developed. Therefore, it is crucial and imperative to establish it correctly before embarking on the building of a brand. A brand expert is a creative brand specialist who understands the importance and value of brand psychology, along with the ethical obligations associated with its application. By employing brand psychology techniques, professionals like myself can harness the power of visual language to make lasting impressions on the intended target audience. From the perspective of the company The brand is not the company itself; rather, it serves as a tool for the company to compete in the market. It is an outward-facing entity that helps the business create a favourable image with its customers. Through intellectual property like logos, taglines, slogans, and distinctive product designs, it distinguishes itself from competitors. It also provides distinctive value that goes beyond the functionality of the product or service and contributes to enhancing the brand perception when compared to others. Brand psychology becomes a crucial role when the company wishes to appeal to the consumers. From the perspective of the consumer To the consumer, a brand is a set of automatic associations from the semantic to the emotional. Semantic associations refer to the connections we make cognitively based on a brand's unique attributes, values and our own subconscious preferences. Emotional associations are based on how a brand makes us feel. Brands that truly excel in consumer loyalty are those that focus on establishing strong connections with users beyond the utility, function or advantages of their product or service. These brands tend to have honest and authentic values, an interesting, ethical or purposeful origin story and a clear understanding of their user experience. They then use these to shape the brand image using brand psychology as the visual tool with which to communicate. Brand psychology methodologies There are a number of tools and techniques that brand experts use to communicate the essence of a brand's personality but chiefly it begins by selecting a brand archetype to reflect the brand's values, strengths and weaknesses. From here, a personality will start to emerge, with key traits being used to inform shape, colour palette, typography, graphics and image style. In design terms we refer to this as brand theory and the sequence of cognition. Brand archetypes Beginning with brand personality, a primary archetype can be selected that embodies the brand, it's voice and it's motivations. These archetypes were conceptualised by Carl Jung, the eminent psychologist and colleague of Freud. By identifying with one of these archetypes as a business, brands can communicate with their intended audience with clarity, creating a common and strong thread that holds together the brand story, message, tone, intonation, aesthetic and values. Thus fostering a deeper connection with audiences beyond mere transactions. This gives customers an expectation of who they understand you to be and this makes them feel safe. The sequence of cognition The sequence of cognition refers to the three foundational elements of a logo and how the mind unifies them to form a whole, conveying significantly more meaning than the sum of it's parts. Understanding the sequence of cognition is the difference between using a homemade or stock bought logo versus a thoughtfully crafted, impactful symbolic design that subconsciously conveys a brand's personality and values. These three foundational elements are shape (logo mark or icon), colour and content (brand name and font). Shape - we associate different shapes with unique meanings, for example circles convey community, partnerships and endurance while straight edged shapes convey strength, stability and balance. Colour - we associate tints, tones, shades and hues with unique personality traits. Youthful brands that wish to convey imagination and insight are best represented with light and bright colours while dominant brands that are market leaders should utilise strong pure hues to convey these attributes. Content - when deciding on a brand name, it should be brief, impactful and unique. Popular brands often opt for single-word names with positive psychological associations. The choice of typography can also impact how the audience perceives the brand. Selecting a font that reflects desired personality traits will reinforce the subconscious impression of the logo and brand identity. Brand alchemy Brand alchemy refers to the culmination of the personality, tone of voice, vision and values using the application of brand theory to the brand identity. When all these elements are perfectly in sync, the brand identity is whole, and every aspect of its creation should strengthen our subconscious associations with the brand. What is a brand expert? A designer's job is to take a creative brief and work within a set of existing brand guidelines to deliver an "on brand" solution that sits comfortably alongside other brand collateral. While many designers excel at creating beautiful logo concepts and identities, they may lack the brand psychology expertise needed to form subconscious connections that reinforce a brand 's personality with its intended audience. A brand expert is a creative or designer who has acquired the knowledge of captivating the subconscious mind through the visual language of brand alchemy. If you are a designer, wishing to learn more about brand psychology and how to apply the strategies mentioned in this article, feel free to explore the courses page or visit the brand resources page for free templates and brand tools. If you are a business wishing to work with a brand expert to rebrand your business or conceptualise your new venture, please get in touch to book an appointment today.

Elevate your brand, empower g rowth. Book an appointment Expert creative services As a brand specialist and creative designer, I collaborate with clients across various industries, from hospitality and lifestyle to technology and entertainment. The brand alchemy method can be applied to any business, establishing Roccoco UK as a full-service branding agency. Beyond brand identity, strategy, and management, I offer a wide range of design services, including UX design and impactful campaigns, alongside consulting in brand management and creative direction. Roccoco also collaborates with experts in SEO, web development, photography, and marketing. View portfolio Branding services Design services Consulting services Partners One to one brand alchemy Connecting your brand to your audience With 17 years experience designing for agencies with clients worldwide, I now assist brands in forging stronger connections with audiences through impactful branding. By harnessing your unique story, values and personality, I use brand psychology techniques to create the ideal identity that will elevate and empower your business, while creating lasting connections with users. Get in touch Enriching your brand story What to expect when working together The Roccoco client guide provides valuable information on what to anticipate when collaborating with me. It features a comprehensive list of services, my methodology, and an example of a working timeline. If you're interested in partnering, clients can reach out for a complimentary consultation, estimate, and welcome pack. Download guide Creating immersive company culture Onboarding your new branding Communicating the connection between your new branding and the company's vision, mission, and core values is crucial when onboarding your team. When employees grasp the significance of your new identity and its representation of the company's mission and guiding principles, they can align their own beliefs and behaviours more effectively, ultimately enhancing their contribution to the company's purpose and objectives. Book an appointment Contact footer

Welcome to Studio Roccoco, home of brand alchemy As a creative designer and brand specialist, I developed the brand alchemy method to captivate the subconscious mind through the visual language of branding. This approach is a powerful formula, based in psychology that unifies the most important ingredients of a brand’s personality, forging the perfect identity. When used, this transformative process elevates confused, inconsistent and outdated brands into the market leaders they were born to be. View my work About Services Helping you build your brand View services Expert in brand elevation Brand Alchemy Brand review & strategy Brand story Brand personality Brand naming Tone of voice Design services Visual identity Web & digital UX design Retail interiors Marketing / packaging / promo Consulting services Creative direction Brand guardianship Onboarding Brand / design training Art direction & styling How does brand alchemy elevate a brand? Brands that truly excel are those that focus on establishing strong connections with users beyond the utility or function of their product or service. These brands have honest and authentic values, an ethical or purposeful origin story and a clear understanding of their user experience. The brand alchemy method uses these essential insights to shape the brand image using brand psychology as the visual tool with which to communicate. Learn more Become your own brand expert Courses for designers & entrepreneurs Whether you are a business owner or a designer, Roccoco has tailored courses designed to teach the brand alchemy method as well as other modalities employed by a brand specialist that can supercharge your brand projects. Explore the mini masterclasses for quick and free access to expert branding tips and tools, or check out the starter courses to master the basics of branding. Elevate your brand knowledge and get started today! View courses Resource library Check out the resources page, a treasure trove of brand tools and articles, designed to empower creatives and business owners to boost their branding skills and explore the fascinating world of brand psychology. View library What are the benefits of brand alchemy? The brand alchemy method goes beyond surface trends and jargon, identifying a brand’s unique position to stand out in a crowd. It taps into a brand’s distinctive attributes, values, and the subconscious preferences of its audience. This magic formula defines a brand’s tone of voice, personality and visual communication to create strong connections with audiences on a semantic and emotional level. View courses Work with me Join a brand alchemy workshop Brand alchemy workshops I offer seasonal workshops for individuals who thrive on feedback and guidance, where you can discover the brand alchemy method. Attendees will also receive support in applying their knowledge to their own businesses, resulting in stunning designs tailored to their brand. Additionally, I can develop customised workshops to meet the specific needs of teams and groups. Book your place One to one brand alchemy Let's work together on your branding If you're looking for a creative brand specialist with expertise in brand psychology to assist with your project, feel free to reach out. I also offer support in brand strategy and development, along with onboarding sessions for teams before rebrand transitions. For more details on collaborating with me and to download a client guide, explore working with me or view my portfolio of work. Work with me View my work Where will you start your brand journey? Brand alchemy course Explore two brand alchemy courses, each crafted to guide you in conducting a brand audit and utilising Roccoco's brand alchemy method to enhance your branding or that of your clients. Select between the business owner version or the designer version of the course. Show courses Workshops Join me for seasonal workshops where I teach the brand alchemy method in small groups. I also assist you in applying your newfound knowledge to your own business, ensuring you leave the workshop with stunning designs tailored for your brand. View dates Hire the brand alchemist If you're interested in collaborating with me to rebrand your business or want to book me for a creative brand project, please head to the "Work With Me" page. There, you can download my client guide, schedule a free consultation, and get a personalised fee estimate. Work with me

Consulting services As well as consulting with clients on their brand strategy, I also offer brand management and guardianship, freelance creative direction and art direction, onboarding, brand design training for teams, photoshoots and styling. Art direction and styling Let's work together on your next project After a brand identity has been carefully crafted using the brand alchemy method, clients may require further assistance to implement the new identity across all brand touch-points. This may involve creative and art direction, as well as briefing freelancers and training internal teams. I collaborate with a skilled team of specialists to provide any extra services required outside of these. View partners Creating immersive company culture Working with your teams During the onboarding process, in addition to introducing your new branding, vision, mission, and core values, there may be a need to train internal teams to facilitate the transition and launch. This training could focus on helping teams embody the brand identity in their services or instructing them on how to incorporate it into marketing materials and collateral. Let's work together Contact footer Helping you build your brand View my work Expert in brand elevation