How To…
How to sum up your brand in a line
How to describe your brand in a few words. How to make it really, properly, actually different. How to sell it in.
Writing for websites: the thing most websites get wrong
There’s already lots of advice on the web about writing for search engine optimisation (SEO). How the right keywords in the right places will help your website get further up search engine results, that sort of thing. But that’s only half the story – because sometimes words get in the way. It can be better [...]
How to do naming
How to work out what kind of name you want (and why that’s the most important bit). How to come up with the right name. How to get it through the trademark checks. Naming should be really simple. It hardly ever is.
How to say what’s different about you
How to find what makes you different. How to explain it so that everyone gets it. And remembers it. How to do this without all the usual branding bluff. This is what brand consultancies call your ‘brand essence’ or ‘big idea’. Whatever you call it, we’ve explained the steps to writing down why you’re different [...]
How to write a strategy
How to get to the point. How to structure your ideas clearly. How to involve the right people (without letting any of them mess it up). This isn’t a guide to doing a SWOT analysis or the McKinsey way. This is the bit they forgot to cover on the MBA course. How to write a [...]
How to find your tone of voice
How to make your words work just as hard as your identity.
How to come up with a tone that doesn’t sound like everyone else.
How to make sure everyone can use it.
