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BEST PRACTICE: The rough guide to cross-border branding

With branding – as with all elements of the creative industry – there are no rules, no scientific principles you can adhere to that will ensure the brand you build is a sure-fire success. We should be clear that branding isn't a science – don't be fooled by any bearded professors from Munich who say it is.

So that's why this isn't called 'steps to' or 'the rules of' a successful cross-border brand: instead it's called a rough guide. But don't be scared, you're not about to visit a completely lawless land – there are basic guides that you can follow that'll mean you'll not only enjoy the trip but end up with the best chance of success at the end of it.