3 min read
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 understand8 practical guides
Brand strategy
Positioning, customer research, naming and decisions before design.
3 min read
Brand strategy vs brand identity: what should you buy first?
Strategy decides what the brand should mean and to whom.
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How to research customers before a rebrand
Customer research for a rebrand should explore buying situations, expectations and misunderstandings.
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A practical competitor audit without copying competitors
A competitor audit helps you understand customer alternatives and communication conventions.
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When is a rebrand worth considering?
Consider a rebrand when the current identity or message materially conflicts with the business you now operate.
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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.
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Brand architecture for a business with multiple services
Brand architecture explains how the main business, service lines and products relate.
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How 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.
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