Sherpa thoughts

Steve Jobs once said that brands are like ATM’s. You deposit. Or you withdraw. Often that withdrawal takes place over time. The bank account and municipalities. Using the bank account analogy, one seldom closes an account overnight. There are debit orders, funding facilities, and other aspects to...

When starting Sherpa Brand and Design in 2006, I didn’t want another brand and design studio but something that meant something externally and internally. The starting point was deciding what we wanted to mean and who we would have meaning to, understanding that a brand cannot...

When conducting employee surveys, one of the common responses is that there needs to be more communication. Companies tick the box and pump out more internal newsletters. Is this enough? No, it’s never enough. Internal communications are normally managed by HR managers and / or a communications...

Faced with harsh economic prospects, small business owners will dig deep to find the courage needed to grow. Each of us finds courage from different sources - not all of them healthy - but I found it in three places. The jump to courage. The first was as...

Apart from the costs involved, there is also the emotional aspect of refreshing or changing a logo design. Although you are emotionally attached to your logo, your audience might be detached as it’s lost its meaning and become outdated. 1. Aged Logo Style. When you started your...

After the convergence of lessons over the years, Sherpa’s ‘Oscar Principle’ approach to sales pitches emerged, involving: Elevator Pitch principles. Brand Strategy thinking. Design, UX & Communications skills. CEO and Brand Strategist Gary Hendrickse discusses the road to sales pitch success. First Lesson: A CEO's rage. “The first...

A successful brand extension allows companies to reach wider markets and offer new products under the umbrella of an existing and established name. However, you must be very clear on what you're extending, why and to whom. And don't be tempted by expediency. The cost...