Branding

The best taglines are short, specific and true. A practical method for writing one — and for knowing when you have got it.

Most mission statements could belong to any company. Here is how to write one that is specific, honest and genuinely useful for making decisions.

The best logos share a handful of qualities. The weakest share a handful of mistakes. A practical checklist for judging your own.

Trying to appeal to everyone is the fastest way to be remembered by no one. How to find a niche, and why it makes branding and marketing easier.

A name is one of the few brand decisions that is very hard to change. A step-by-step process for finding one that is memorable, meaningful and available.

The terms get used interchangeably, but they mean different things. Understanding the difference helps you invest in the right thing at the right time.

Some rebrands refresh a business for a decade. Others get reversed in weeks. The difference usually comes down to what was kept.

Portfolios only tell part of the story. These are the questions that show whether a designer or agency is right for your project before you sign anything.

A practical guide for Chicago small businesses on which design investments pay back first — and how to work with a designer without wasting budget.

Before logos and colours, a brand needs answers. These five questions are the quickest route to a brand that knows what it is.