Last week I had an awesome phone call with an ambitious person who wants to contribute to the renewable energy industry. What a badass industry. We chatted about his plans and he said he's struggling to come up with a name for his brand with his co-founder. He said they have had a few ideas, but they've been pondering it and feel like they're now over thinking it. They know it's a big deal, but they don't want to postpone operations just because they can't decide on a name. They also don't...

I've put together a list of the different aspects of your brand’s identity, and where I think they fall in order of importance based on what I know so far. Some of these are hard to put in front of the other because I feel like they go hand and hand, but for the sake of the list I did my best and made the hard decisions of assigning a strict hierarchy 😂 IdentityHierarchy.pdf I hope this helps you organize the way you think of your identity! Enjoy this beautiful weekend 🍻

I was chatting with the Founder of an outdoor apparel company earlier this week, and she needed a hand structuring her positioning statement. She knew what she did and who she did it for (obviously), but she wasn't 100% clear on how to say it in a way that resonated with her customers. Her original statement was around 20 words, and when I told her she should aim to condense it down to around 10-12 words she wasn't sure how. Since I get quite a few questions about positioning statements...