What do we mean when we say a brand is ‘uplifting’? Is it the colourfulness of the design, its tone of voice or is it just what the product does? — It could be any of these things, but what separates a genuine uplifting brand from your average ‘rainbow’, ‘happy-go-lucky’ brand is its foundations.

A brand whose appeal relies solely on being dressed in a gloss veneer of lurid colours and zany graphics is destined to a short shelf life.

A true uplifting brand has substance as well as style. It needs to tell a good and honest story, a story that the brand lives and breathes. And one that compels consumers to believe.