Journal / Brand
Brand decisions.
Knowing when to refine, when to rebuild and what is worth keeping.
Brand · 2 min
Rebrand or brand refresh: which do you need?
How to tell whether your brand needs refining or rebuilding, and what's worth keeping.
Brand · 3 min
How do you create brand guidelines?
What to put in brand guidelines, in what order, and how to test whether someone outside the brand team can actually use them.
Brand · 3 min
What is a brand strategy?
What a brand strategy is, what belongs in it, and how to test whether yours will actually change a decision.
Brand · 3 min
How do you define your brand positioning?
A practical way to define your brand positioning: start from the alternatives, pick your difference and test it with real buyers.
Brand · 3 min
Brand identity vs brand image: what's the difference?
Brand identity is what you send out, brand image is what people actually take in. How to spot the gap between them and what to do about it.
Brand · 3 min
Brand guidelines vs design system: what's the difference?
Brand guidelines explain how your brand should look and sound. A design system gives teams ready parts to build with. Which one do you need?
Brand · 3 min
What is a design system?
What a design system is, what it's made of, when it's worth building and how to start without creating a project nobody maintains.
Brand · 3 min
How do you define your tone of voice?
A practical way to define your tone of voice: audit your writing, choose your position on four scales and write rules people can follow.
Brand · 3 min
How do you rebrand a company?
How to rebrand a company in the right order: from the reason and what to keep, to the rollout, the domain move and what to tell people.
Brand · 3 min
How do you name a company?
A practical process for naming a company: decide the type of name, build a long list, then check trade marks and domains before you fall in love.
Brand · 3 min
Brand positioning vs value proposition: what's the difference?
Positioning decides where you stand against the alternatives. A value proposition says what a buyer gets. How they differ and which comes first.
Brand · 2 min
Logistics is a systems problem. Design can help.
Logistics businesses need more than a website: clear brands, useful customer experiences and connected information.
02 / Topics
- 7 guides
What things cost.
What drives the price of a website, a brand or monthly care, with our own prices on the table.
- 15 guides
Being found by AI.
How AI answer engines read and recommend businesses, and what you can do about it.
- 16 guides
Agents and automation.
When to automate, when to use an AI agent, and where to start.
- 15 guides
Better websites.
The choices behind a website that works for people and machines.