Writing from practice. Strategy, growth science, and the things I notice along the way.
Most brand audits review logos, fonts, and colour palettes. A strategic brand audit measures what actually drives growth: mental availability, physical availability, distinctive assets, and category entry points.
Category entry points are the specific situations that trigger buyers to think about your category. Here's how they work, how to tell a real one from a false one, and why most brands are linked to too few.
Distinctive brand assets are the sensory cues that let buyers recognise your brand without seeing the name. Here's why they drive growth more reliably than differentiation, and how to build them.
Most brand positioning is a beautifully written narrative that dissolves under pressure. Here's what real positioning looks like, how to test it, and why the buyer's mind is the only place it lives.
The Ehrenberg-Bass Institute has spent decades studying how brands grow. Here's what their research means for founders and why most marketing advice gets it backwards.
Most brand audits review logos, fonts, and colour palettes. A strategic brand audit measures what actually drives growth: mental availability, physical availability, distinctive assets, and category entry points.
Brand strategy is the thinking that decides what your logo, website, and messaging should mean. Here's how it works, what it includes, and when founders actually need it.
A few lines about the business and what's prompting the conversation is the fastest way to see if we're a fit.
Send a brief or email directly, darya@gulebranding.com