How to write a positioning statement customers understand
A useful positioning statement names the customer, the problem, the offer and the reason to believe it.
Read the guide : How to write a positioning statement customers understand108 practical guides · 12 topicsBetter questions.
Better questions.
Useful next steps.
Clear answers, working checklists and illustrative examples for the decisions behind your branding, marketing and customer journey.
Brand strategy vs brand identity: what should you buy first?
Strategy decides what the brand should mean and to whom.
Read the guide : Brand strategy vs brand identity: what should you buy first?How to research customers before a rebrand
Customer research for a rebrand should explore buying situations, expectations and misunderstandings.
Read the guide : How to research customers before a rebrandA practical competitor audit without copying competitors
A competitor audit helps you understand customer alternatives and communication conventions.
Read the guide : A practical competitor audit without copying competitorsWhen is a rebrand worth considering?
Consider a rebrand when the current identity or message materially conflicts with the business you now operate.
Read the guide : When is a rebrand worth considering?How to choose a business name with a useful brief
A naming brief should define the audience, intended meaning, language requirements and places the name must work.
Read the guide : How to choose a business name with a useful briefBrand architecture for a business with multiple services
Brand architecture explains how the main business, service lines and products relate.
Read the guide : Brand architecture for a business with multiple servicesHow to create a brand brief your agency can use
A useful brand brief describes the business decision, priority audience, current problem, available evidence and constraints.
Read the guide : How to create a brand brief your agency can useHow to test a logo before approving it
Test a logo where it will actually be used: small mobile headers, documents, labels and single-colour output.
Read the guide : How to test a logo before approving itChoosing brand colours that remain readable
Choose colour roles as well as colour values: text, backgrounds, actions, accents and status messages need different treatment.
Read the guide : Choosing brand colours that remain readableA typography system for websites and proposals
A typography system assigns fonts, sizes, weights and spacing to repeatable roles.
Read the guide : A typography system for websites and proposalsBrand guidelines a small team will actually use
Useful guidelines answer everyday production questions with clear examples and accessible files.
Read the guide : Brand guidelines a small team will actually useBrowse by decision
Start with the problem on your mind.
Positioning, customer research, naming and decisions before design.
8 guides →Useful identity systems, photography, packaging and brand guidelines.
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Service pages, forms, mobile journeys and better enquiry handoffs.
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Crawlable pages, search intent, metadata and technical discovery.
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Offer design, landing pages, lead quality and campaign learning.
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Permission-backed proof, reviews, responses and customer communication.
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8 guides →Business profiles, location pages and practical local customer journeys.
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Specific communication and enquiry decisions across business sectors.
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Product information, proposals, catalogues and buying decisions.
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