In a world where brands compete for attention in seconds, Chris Laws believes that success is no longer about shouting louder. It is about standing for something clear, meaningful and human.
Having developed brand strategies across industries from property and finance to tourism and retail, Chris Laws has distilled what makes brands truly resonate into a simple framework. Brands that are distinctive, compelling and authentic not only attract attention but sustain it over time.
1. Distinctive: Standing Apart in a Sea of Sameness
Every market is crowded. What separates the brands people remember from the ones they forget is distinction, the courage to be noticed and the clarity to be recognised.
Being distinctive is not about being louder; it is about being sharper. Chris Laws often helps clients uncover what truly sets them apart, whether it is a belief, a behaviour or an experience that competitors cannot claim.
Consider Koala, the Australian furniture company that made mattress shopping effortless, or Heaps Normal, the alcohol-free beer brand whose direct tone and clean design have redefined what it means to be social. Their distinctiveness does not rely on price or product alone. It comes from having a clear idea and expressing it consistently across every touchpoint.
Distinctive brands know what they want to be famous for. From design and language to service and storytelling, every detail reinforces their unique position.
2. Compelling: Creating an Emotional Connection
Once a brand is noticed, it needs to matter. Compelling brands create desire by combining rational benefit with emotional pull. They do not just tell audiences what they do; they show how they make people feel.
Chris Laws believes the most powerful brands balance logic and emotion, strategy and storytelling. A compelling brand speaks with clarity but also knows when to surprise, delight or provoke thought.
Think of Thankyou, whose social mission turns everyday purchases into acts of contribution, or Aesop, whose restraint and design sensibility invite curiosity rather
than demand attention. Both prove that the strongest brands do not sell features; they invite participation in an idea.
Being compelling requires rhythm and restraint. It is about being relevant to people rather than simply being everywhere.
3. Authentic: Delivering from the Inside Out
No amount of creativity can disguise a brand that is not true to itself. Authenticity connects promise to experience and gives a brand integrity.
Chris Laws has seen that authenticity begins inside the business. It lives in how teams understand their purpose and deliver it each day. It informs partnerships, product decisions, tone of voice and culture. When people inside a business believe, customers outside can feel it.
Brands like Who Gives a Crap and Bellroy thrive because their purpose is not a slogan. It shapes how they operate, design and communicate. Authenticity builds trust, and trust builds preference.
Chris Laws often helps brands align internal culture with external expression, ensuring strategy becomes a tool that guides both behaviour and decision-making.
Bringing It Together
The interplay of distinction, emotion and authenticity is where enduring brands are built. Each pillar supports the others. Distinction without authenticity feels hollow, and authenticity without distinction risks invisibility.
Through workshops, research and strategy development, Chris Laws helps brands clarify who they are, what they stand for and how to express it clearly and confidently. The result is strategy that unites teams, inspires creativity and drives commercial success.
For organisations seeking to reposition, revitalise or launch into market, Chris Laws combines analytical discipline with creative insight to turn brand ambition into meaningful momentum.