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Three branding tools. Built because they didn’t exist
We built one tool for each decision that shapes a brand: what it stands for, how it is organised, and what it is called.
Brand strategy tool
The Brand Anchor Model
Every brand needs a fixed point. An immovable truth that holds when markets shift and trends fade. The Brand Anchor Model is how we find yours.
It has ten elements, worked in a fixed order. Each one rests on the one beneath it, so nothing is built on a guess. These are four of the main ones.
- The ground you stand onYour market and your rivals, researched and sourced.
- The person you build forWho they are, and what they truly want.
- Your honest selfWhat you can really claim, and what you cannot.
- The one propositionThe idea every other decision answers to.
Your truth sits where it all meets. We do not invent it. We excavate it from inside your business, because it is usually already there. You see the full model once we begin.
See how brand strategy works →
Brand architecture tool
The Brand Meridian Model
Once a company has more than one brand, the questions multiply. Which brands stay? Which share a name? Which stand alone? The Brand Meridian Model is how we answer them.
It gives a group of brands one clear map. Every brand gets a place, a role, and a relationship to the others.
- How many brands you needFewer than most groups think.
- How they relateOne family, endorsed, or fully standalone.
- Where the master brand standsAnd how much it should say.
It helps most when you are adding a product line, running several companies, or joining brands after a merger.
See how brand architecture works →
Brand naming module
Let’s Go Fishing!
A name is the hardest thing to change later. Let’s Go Fishing! is our naming module. It is built to find names that fit the strategy, not names that only sound nice.
It works for a new brand, a sub-brand, a product or a service.
- Start from the ideaA name must serve what the brand stands for.
- A shortlist with reasonsEvery name comes with the thinking behind it.
- Free to ownWe check a name is available before you fall for it.
Names that mean something are easier to protect, easier to remember and easier to love.
See how brand naming works →Questions about our tools
What are Yellow Fishes’ branding tools?
They are three methods we built in Mumbai. The Brand Anchor Model is for brand strategy. The Brand Meridian Model is for brand architecture. Let’s Go Fishing! is our brand naming module.
What is the Brand Anchor Model?
It is our brand strategy method. It works through ten elements in a fixed order to find the one proposition your brand can own, along with its values and personality.
What is the Brand Meridian Model?
It is our brand architecture method. It organises a group of brands into one clear structure, so each brand has a role and customers can see how they relate.
What is Let’s Go Fishing!?
It is our brand naming module. It finds names for brands, sub-brands, products and services, and judges each one against what the brand stands for.
Do I need all three tools?
No. Most brands need one or two. A new business usually starts with strategy and naming. A company with several brands starts with architecture. Tell us where you are and we will say which fits.
How do I start?
Send us a short message about your brand. We reply by email and tell you which tool fits.
Not sure which tool you need?
Tell us what you are working on. We will say which one fits, and why.
Message us about your brandSharpening brands using our proprietary Branding Tools
From naming your brand, identifying its core to defining the brand portfolio. Each of these smart tools enhance brand value by making your brand stronger and more desirable.
Brand Strategy Tool
The Brand Anchor Model is our Proprietary Brand Strategy Tool that helps identify & define your Brand's Core (also known as Brand Proposition or Brand Essence) and its Values. The Brand Anchor Model requires us to study Ten important attributes of your brand. Ultimately, your Brand’s Core should articulate the Purpose of your Brand. Write to us and we'll help you identify your Brand Core.
Brand Naming Module
This is a marvel crafted for Naming your new Brand, sub-brand or product/service. It is a modular tool used collaboratively in an inclusive Naming Workshop or within our team. We believe that having right name for your Brand ensures right Brand Associations.
Brand Architecture Tool
This ingenious tool is built to solve the most complicated Portfolio Misalignments and bring order to complexity. If you have multiple Brands, or are thinking of adding a new Brand to your Portfolio - this Brand Architecture Tool can help you strategically reach the best solution. Learn more about The Brand Meridian Model by writing to us.
