What is a brand? The triune nature of brands
What is a brand? Three things at once: the idea behind it, the identity that expresses it, and the image people hold of it. Why all three need to line up.
9 min read
Strategy
What a brand is, why it needs a strategy, and what to do at your stage.
More strategy articles
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Brand vs. logo vs. identity: a definitive guide
Your brand is your reputation, your identity is the system that shapes it, and your logo is one mark in that system. Why the logo comes after strategy.
16 min read
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Why brand strategy is important
How people see your brand sets what you can charge and who chooses you. What a brand strategy decides, what it should include, and who needs one.
11 min read
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Startup branding phases: the 3-step brand maturation ladder (real-world guide)
The three brands a startup needs as it grows: a minimum-viable brand to test demand, an 80/20 brand once something sells, and a full system when you scale.
12 min read
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Personal brand vs. business brand (and the secret third option): when to choose each
Build a personal brand to win trust fast, a business brand to sell products or exit, or a founder-led brand to get both. Pros, cons and examples of each.
10 min read
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