Hello dear Iza – Happy Monday!

 

You know brandMonday is always about how our brands show up in the real world and I've got a great one to share with you this week that I know will have all kinds of golden nuggets for you.

 

Last month, I started working with a new client that came to me because their marketing wasn't working. They'd just had a launch of their signature programme, but somehow, this time, they attracted the wrong audience entirely.

 

Having the wrong audience show up didn't just affect sales; it created friction (and second-guessing) across the entire back-end of their business.

 

So we looked at the marketing strategy and the ads, the messaging… and then we took it back to the brand.

 

Which is a bold move, because most people reach for bandaids in this kind of scenario (which I totally get because it can feel absolutely overwhelming and scary when you're on the train and it's moving in a direction you're not so sure of anymore).

 

In any case, what we found – behind an incredible product that has genuinely changed thousands of lives – was a misalignment at the brand strategy level. 

 

Their positioning was underselling their value and making it almost impossible to communicate in a way that actually spoke to the right people. It was, what I like to call, 'not pulling in the right direction.'

 

So we went back to the foundation.

 

We looked at their USP – their magic. The long-term vision. The business' Values. The full experience their brand delivers and what kind of client benefits from it most. We restructured how their offers are understood, repositioned the brand entirely, and built out a visual identity using colour psychology that actually supports their positioning and core message.

 

It was an audacious move away from the usual colour palette businesses in their industry tend to present with, but 100% aligned with their positioning and daring to own their spot in the market.

 

The result is a brand strategy the whole team feels they can stand behind. It's the difference between being one amongst many, and being in a league of their own.

 

What I want you to take away from this today is: Your brand isn't decoration.

 

It's the architecture your business runs on, and it's guiding your decisions whether you've built it intentionally or not.

➡ How your offers are structured. 
➡ Who you market to.
➡ What you charge. 
➡ How you work.

All of it has a brand logic underneath it. 

 

When your brand foundation is solid, your path forward becomes clear.

If you're struggling with your sales, your ads, your marketing, your messaging… If something just feels off in your business and you can't quite put your finger on it…

 

Take a look at your brand strategy. Especially if your business has been growing organically and you've never intentionally done brand strategy work because the cracks tend to show up when you're trying to elevate to a new level.