Strategy and brand

Only the first two lines get read. How to write a description of yourself that makes someone contact you, without the generic claims nobody believes.

How do you write a brand positioning statement for your company?

One sentence that settles who you are in the market and makes every marketing decision after it easier. How to write it, and the mistakes that empty it of meaning.

Don't rebrand, before you answer these questions

Business is down so we change the logo and the colours. Why that is the most expensive and slowest fix available, and when a rebrand is genuinely right.

What is the marketing mix, 4Ps and 7Ps?

Marketing is not only advertising. The four elements every marketing decision falls under, and the three added when you sell a service.

Making the logo bigger doesn't matter, people don't buy because of logo size

The most common note a business owner gives on any design. Why it is not what makes the difference, and what to focus on instead.

Process matters if you want to change your position in the market

The decision alone is not enough. To move up-market, internal operations have to change before the message does.

What growth means in marketing, not every increase is growth

Rising sales are not always growth, and sometimes they are the start of a problem. How to define growth in your company and measure it properly.

A personal brand is not filming your day. One narrow subject, written boundaries, and a name attached to real work. Method and honest limits.

Most go-to-market plans are a list of channels with a budget attached. A real one answers five questions first, and channels are the last of them.

A personal brand is not photos and quotes. It is the answer to one question: what are you known for? How to build one without becoming a full time creator.

What makes a brand different is not what you say about yourself. The gap between legal distinctiveness and real distinctiveness, and three sources that hold.