Brand & Strategy
Practical perspectives on positioning, visual identity and the decisions that give a brand a clear direction.
Distinctive brands need judgement, not more output
Publishing more material is easy to confuse with becoming more recognisable. When every output uses familiar language and interchangeable imagery, the brand may become busier without becoming more distinctive. Define the choices that belong to you An identity needs...
Choose the sales meeting format around the decision
The question is not simply whether remote meetings are better than meetings in person. It is what the customer needs to understand, evaluate or agree at that point in the relationship. Identify what needs to happen A short clarification may need a quick call. A...
Your logo cannot make the decisions you are avoiding
A new logo can be a useful beginning. It cannot decide which customers matter most, which services deserve attention or what makes your offer worth choosing. When those questions remain open, the design review becomes a substitute for the strategy discussion. One...
How to find your position when every competitor sounds the same
Open five competitors’ websites. Hide their logos. Can you still tell them apart? If every company is experienced, innovative and customer-focused, the market has a description problem. Adding another confident adjective will not solve it. Your positioning needs to...