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# Peartree Brand Strategy

## Sitemaps

- [XML Sitemap](https://www.peartree.com.au/sitemap.xml): Contains all public & indexable URLs for this website.

## Posts

- [Brand-New(s)](https://www.peartree.com.au/brand-news/)
- [Choose the brands that talk to your brand](https://www.peartree.com.au/brand/choose-the-brands-that-talk-to-your-brand/) - If you want to make the right impression, don’t let your toilet paper let you down. OK, it’s not just toilet paper...
- [Is philanthropy a part of brand building?](https://www.peartree.com.au/brand/is-philanthropy-a-part-of-brand-building/) - I often get asked about the role of philanthropy in brand building and whether, in fact, the two can go together without the philanthropic ideals being watered down and even compromised. It’s an interesting issue.
- [Surf brands face wipe-out after falling off wave of popularity](https://www.peartree.com.au/brand/surf-brands-face-wipe-out-after-falling-off-wave-of-popularity/) - This commentary on the current fate of big surf brands sheets home the importance of knowing who you are and what you stand for. Rip Curl has stayed true to its core brand and used sponsorship effectively to support its brand elements. It’s one of the few to escape a “wipe out”.
- [I’ve confirmed my brand. What now?](https://www.peartree.com.au/brand/ive-confirmed-my-brand-what-now/) - That heading is actually a little misleading, because during an effective brand development you should be conscious of what the next steps will be – and how significant they might need to be. The difference is that once the planning work has been completed you move from thinking about those steps to activating them.
- [Brand co-ordination is about making the right choices](https://www.peartree.com.au/brand/brand-co-ordination-is-about-making-the-right-choices/) - One of my mantras is about the importance of co-ordinating your brand message and activities, and it’s an issue that comes up regularly in conversations both with clients and more generally with people interested in how the business world works.
- [Tone of Voice 101: How to Write Copy That People Can Connect With](https://www.peartree.com.au/brand/tone-of-voice-101-how-to-write-copy-that-people-can-connect-with/) - The tone of voice you apply to your website and other materials is one of the strongest ways to build your brand personality and personality is essential if you are to connect emotionally with customers and build a strong, loyal customer base. This article provides some excellent tips on how to get your tone of voice right for you.
- [Why A Brand Matters](https://www.peartree.com.au/brand/why-a-brand-matters/) - If any of you have met me you’ll know how passionate I am about brand development, particularly getting all the aspects of brand in line with how you want to be perceived both inside and outside the company.
- [Caterpillar Inc.](https://www.peartree.com.au/brand/caterpillar-inc/) - This article shows how the merchandising team at Caterpillar have been careful to adhere to the brand’s core values as well as being creative in expanding the merchandise products.
- [How to Make Great Brand Merchandise](https://www.peartree.com.au/brand/how-to-make-great-brand-merchandise/) - Merchandising is a clever way to promote your brand and some, think Harley Davidson and Ford Motors, have strong revenue streams through selling products carrying their logos. The following article provides some good tips if you’re thinking of exploring merchandising to build your brand.
- [Where Your Marketing Team Must Focus to Build an Enduring Brand](https://www.peartree.com.au/brand/where-your-marketing-team-must-focus-to-build-an-enduring-brand/) - No matter the size of your marketing team – whether it’s just one or structured with a Chief Marketing Officer complete with Brand Managers – this article gives useful tips for developing a sustainable brand.
- [15 Tips for Livening Up Things When Your Brand Is Getting Stale](https://www.peartree.com.au/brand/15-tips-for-livening-up-things-when-your-brand-is-getting-stale/) - Developing a branded energiser is a good way to build your brand. This article has 15 ideas that you might find useful. Just ensure that whatever you do supports how your want the market to perceive your brand and doesn’t...
- [In tough times, be an alternative to yourself](https://www.peartree.com.au/brand/in-tough-times-be-an-alternative-to-yourself/) - Most of us have heard of the 4 Ps of marketing theory, and there’s no doubt that price, product, place and promotion are the keys to making sales and making money.
- [Finding the right designer to enhance your brand](https://www.peartree.com.au/brand/finding-the-right-designer-to-enhance-your-brand/) - I sometimes get asked how to go about choosing a graphic designer to work with and it’s an interesting question because there are a few things to think about. Some are generic to choosing any supplier (or at least any creative supplier), but graphic designers are a bit different because they are the ones you
- [Why a Good Brand is Important to Your Marketing Strategy](https://www.peartree.com.au/brand/why-a-good-brand-is-important-to-your-marketing-strategy/) - Peartree Brand Strategy’s approach to brand development is inclusive of product and culture and this article covers the need for consistency regarding the visual identity and other marketing materials within the organisation. Why a Good Brand is Important to Your Marketing Strategy By Purely Branded Brand is often defined as a “Name, term, design,
- [15 Of The Worst Corporate Rebrands Ever](https://www.peartree.com.au/brand/15-of-the-worst-corporate-rebrands-ever/) - When I take my clients through a rebrand it begins with a clear understanding of how their brand is currently perceived and works toward clarifying what they want to be known for, how they differentiate from competitors, how they resonate with customers and how they want to be perceived. At the end of this process
- [Ten ways to build a brand for your small business](https://www.peartree.com.au/brand-awareness/ten-ways-to-build-a-brand-for-your-small-business/) - Not surprisingly I love it when I read a blog that supports the Peartree Brand Strategy approach to brand development. This is one such blog.
- [There’s a lot of upside to being a family business, but...](https://www.peartree.com.au/family-business/theres-a-lot-of-upside-to-being-a-family-business-but/) - I work with a lot of family businesses and often get asked whether that influences how I go about helping them with brand development.
- [The Rise Of The One Brand Strategy](https://www.peartree.com.au/brand/the-rise-of-the-one-brand-strategy/) - Brand architecture – how you manage your portfolio of brands – is an important strategic decision for any business. Do you go “house of brands”, “branded house strategy” or somewhere in between? The latest trend emerging within the large, multi-national brands is toward a branded house because of one or a number of the following:
- [How Brands Make Emotional Connections](https://www.peartree.com.au/brand-awareness/how-brands-make-emotional-connections/) - For brands to gain lasting distinction product differentiators are not enough. Successful brands connect powerfully at an emotional level with their customers.
- [Your business, by any other name…](https://www.peartree.com.au/brand/your-business-by-any-other-name/) - I work with organisations on brand strategy and it’s surprising how often the idea of changing the name finds its way onto the agenda.
- [21 Different Types Of Brand](https://www.peartree.com.au/brand/21-different-types-of-brand/) - As well as product and service brands, I often work with young professionals who realise the importance of building their own personal brands. I also work with family businesses that can maximise the value of their family business brands using unique elements that come with their family heritage. This article by Mark Di Somma explores
- [The Brand Brief Behind Nike’s Just Do It Campaign](https://www.peartree.com.au/brand/the-brand-brief-behind-nikes-just-do-it-campaign/) - Case studies on successful brand development are always interesting. This one on the genesis of the Nike “Just do it” campaign provides great insight from someone who was Nike’s Director of Marketing Insights & Planning at the time, Jerome Conlon.
- [Make your values your values](https://www.peartree.com.au/brand-awareness/make-your-values-your-values/) - I was going to title this post “make your values your brand” but then I thought I should go back a step and talk about what values – and whose values – I’m talking about. The reality is that too many organisations of all sizes fall into the trap of trying to be something they
- [20 iconic brands - and why they work](https://www.peartree.com.au/brand/20-iconic-brands-and-why-they-work/) - When assessing how a brand gets to be iconic it’s never about the design of the logo by itself. Iconic status comes from a range of qualities that sit behind the logo as evidenced in this article from The Creative Blog. 20 iconic brands - and why they work By Creative Bloq Staff January
- [Seven Ways To Kill Your Brand](https://www.peartree.com.au/brand/seven-ways-to-kill-your-brand/) - The importance of being strategic with your brand and additional tips absolutely hits the mark and is a timely reminder. It fits perfectly with Peartree Brand Strategy’s philosophy
- [The Importance of Brand Building in the Digital Age](https://www.peartree.com.au/brand/the-importance-of-brand-building-in-the-digital-age/) - This article has some good advice on considering the vagaries of the digital world and what to keep in mind when building your brand. The Importance of Brand Building in the Digital Age By Bridget Gersie on Jun 20, 2016 As someone who never started out as a traditional marketer, but approached the industry from the
- [Time to put Christmas cards back into the mailbox](https://www.peartree.com.au/brand/time-to-put-christmas-cards-back-into-the-mailbox/) - Cards and books are both synonymous with Christmas and I think they might soon have something else in common – survival. Traditional books have already defied the doomsayers who said they would cease to exist as the world embraced e-books for the simple reason that people value them. They feel there’s something special about words
- [One brand or more? It depends on your vision](https://www.peartree.com.au/brand/one-brand-or-more-it-depends-on-your-vision/) - The term “brand architecture” is not so much misunderstood as misinterpreted by many smaller businesses. They see it as an issue just for the big end of town; for large corporations with complex brand portfolios working across multiple markets. But it’s not. I talk about brand architecture or multiple brand management with a number of
- [Don’t take a risk – be consistent](https://www.peartree.com.au/brand/dont-take-a-risk-be-consistent/) - During the recent election campaign Malcolm Turnbull was ridiculed for using the expression “continuity with change”. The reason, primarily, was that this very phrase had been used in the American political satire Veep because the writers thought it was “the most meaningless slogan they could think of”. That’s not helpful to a man looking to
- [You’ve sponsored an event, now get active](https://www.peartree.com.au/sponsorship/youve-sponsored-an-event-now-get-active/) - There are three things to keep in mind when talking about sponsorship in this day and age.
- [Sponsorship? I’d rather a partnership, thanks](https://www.peartree.com.au/brand/sponsorship-id-rather-a-partnership-thanks/) - The definition of sponsorship has changed greatly over the past decade or so, to the extent that it’s almost not the correct word in many circumstances. Sure, there are still times when a worthy cause needs support to make a worthy event a reality, and it’s worth writing the cheque in return for recognition from
- [A personal brand must be… well, personal](https://www.peartree.com.au/uncategorised/a-personal-brand-must-be-well-personal/) - Everyone has a brand. You might not think about it in quite those terms most of the time, but when it comes to your professional life and your professional presence, what people see and respond to is a brand.
- [Rebrand, refresh or re-engineer?](https://www.peartree.com.au/building-brand-culture/rebrand-refresh-or-re-engineer/) - If you’re thinking about rebranding your organisation, you may want to think again. Don’t get me wrong, I’m not for one minute suggesting you shouldn’t be...
- [How staff can build your brand](https://www.peartree.com.au/building-brand-culture/how-staff-can-build-your-brand/) - Too often organisations look at building their brand externally but forget about the internal aspects, then wonder why staff aren’t along on the journey...
- [Is this where you work?](https://www.peartree.com.au/building-brand-culture/is-this-where-you-work/) - Sometimes when you change your logo you need to think about changing your furniture as well. One of the most important yet commonly overlooked aspects of your brand is your premises, and how you present yourself to your customers and your staff. Funky companies don’t have Chesterfield lounges, no matter how comfortable and attractive they
- [Can you build brand culture?](https://www.peartree.com.au/building-brand-culture/can-you-build-brand-culture/) - I’m often asked whether it’s possible to build brand culture within a business or organisation. The short answer is "yes", but it’s better if it’s nurtured rather than created. And it must be genuine. You can’t fake "culture", which is, quite simply, the way everybody within an organisation thinks about the brand and how they

## Pages

- [Home](https://www.peartree.com.au/) - At Peartree Brand Strategy we help clients build value in their businesses through powerful, differentiated brands.
- [Contact Us](https://www.peartree.com.au/contact-us/)
- [Who We Are](https://www.peartree.com.au/about/who-we-are/)
- [Family Business Brand Strategy](https://www.peartree.com.au/services/family-business-brand-strategy/) - Almost half of Peartree Brand Strategy clients are family businesses. In 2010 we (then known as Peartree Marketing) and Intuito conducted research into Australian Consumer Attitudes to Family Business Brands (click here to download the report) that indicated their family business status provides these companies with certain brand benefits. Customers associate reduced risk and better
- [Corporate Brand Strategy](https://www.peartree.com.au/services/corporate-brand-strategy/)
- [Our Process](https://www.peartree.com.au/about/our-process/) - Our brand engineering process has five steps
- [Brand Implementation Strategies](https://www.peartree.com.au/services/brand-implementation-strategies/) - The key to effective brand building is to be wholly consistent – to stay “on brand” at all times, in all communication and actions both within and outside the business. When looking to embed your brand it is essential that you begin by tirelessly living your aspirational brand within your business. Only when you can
- [Multiple Brand Strategy](https://www.peartree.com.au/services/multiple-brand-strategy/)
- [Personal Brand Strategy](https://www.peartree.com.au/services/personal-brand-strategy/) - A powerful personal brand helps you to attract the work that you want, obtain the job offers that you want, get paid what you’re worth and helps guide your career decisions. A powerful product brand is one that clearly differs from the competition, resonates in a meaningful way with customers and delivers on the brand
- [Skill Development Programs](https://www.peartree.com.au/services/brand-implementation-strategies/skill-development-programs/)
- [Case Studies](https://www.peartree.com.au/case-studies/)
- [Services](https://www.peartree.com.au/services/)
- [About](https://www.peartree.com.au/about/)

## Clients

- [Felix Transport](https://www.peartree.com.au/clients/felix-transport/)
- [Alfred James](https://www.peartree.com.au/clients/alfred-james/)
- [Bowhill Engineering](https://www.peartree.com.au/clients/bowhill-engineering/)
- [Bernie Lewis](https://www.peartree.com.au/clients/bernie-lewis/)
- [Openbook Howden](https://www.peartree.com.au/clients/openbook-howden/)
- [Cibo Espresso](https://www.peartree.com.au/clients/cibo-espresso/)
- [Gerard McCabe](https://www.peartree.com.au/clients/gerard-mccabe/)
- [Rossi Boots](https://www.peartree.com.au/clients/rossi-boots/)
- [SA Heart](https://www.peartree.com.au/clients/sa-heart/)

## Categories

- [Uncategorised](https://www.peartree.com.au/category/uncategorised/)
- [Building Brand Culture](https://www.peartree.com.au/category/building-brand-culture/)
- [Brand Awareness](https://www.peartree.com.au/category/brand-awareness/)
- [Brand](https://www.peartree.com.au/category/brand/)
- [Personal Brand](https://www.peartree.com.au/category/personal-brand/)
- [Family Business](https://www.peartree.com.au/category/family-business/)
- [Sponsorship](https://www.peartree.com.au/category/sponsorship/)

## Tags

- [brand](https://www.peartree.com.au/tag/brand/)
- [build brand culture](https://www.peartree.com.au/tag/build-brand-culture/)
- [HR](https://www.peartree.com.au/tag/hr/)
- [graphic designer](https://www.peartree.com.au/tag/graphic-designer/)
- [reputation](https://www.peartree.com.au/tag/reputation/)
- [brand culture](https://www.peartree.com.au/tag/brand-culture/)
- [rebranding](https://www.peartree.com.au/tag/rebranding/)
- [brand engineering](https://www.peartree.com.au/tag/brand-engineering/)
- [personal brand](https://www.peartree.com.au/tag/personal-brand/)
- [sponsorship](https://www.peartree.com.au/tag/sponsorship/)
- [partnership](https://www.peartree.com.au/tag/partnership/)