Communicating Brand Values

Am I the only brand designer who hates seeing logos everywhere? Nothing screams insecure brand like a poster, slide, billboard, hoodie and email footers all shouting the logo at you. It feels cheap, like a watermark on every thought. Last week I walked past a billboard that could have been interesting. Big photo, nice headline, then a the logo, huge in size, placed in two different versions. All I remembered was the clutter. When you overuse the logo, people stop seeing the brand and start seeing noise. Instead, strong brands build recognition without shouting their name every five seconds. Think McDonald’s. You can crop the Golden Arches into a corner, show a red panel with fries arranged as lines, or use that ketchup red and yellow and your brain fills in the rest. Tesco can lead with just one elements and no name, Heinz can drop the wordmark entirely and you still know who is speaking. That is identity as a system, not a sticker. And before someone shouts at me, I GET IT, a startup is not McDonald’s. In the early stage you need clear labeling. But the trick I think lies in using the logo as a signature, not a blanket. Your goal is to create brand cues that travel on their own. Here is how I approach it: • Pick two or three assets you can repeat everywhere: a color that is truly yours, a type system with character, a photography or illustration style, a layout rhythm, a tone of voice people can quote. • Design every touchpoint to feel like you even if the logo falls off. Test it. Cover the logo on a slide or ad. If it still feels like your brand, you are doing it right. • Place the logo with intent. Clear, consistent, same size rules, generous breathing room. Signature, not wallpaper. • For early stage companies: keep the logo present on high intent pages and sales materials, then let brand cues carry the storytelling on social, content and campaigns. People remember patterns faster than they remember names. Distinct color, shape, type and tone create memory hooks. Repetition builds trust. Overexposure creates banner blindness. The logo is not the brand. The logo is the receipt. Curious to hear your take: where do you see logos overused, and which brands do you think nail recognition without shouting? #BrandStrategy #VisualIdentity #DesignThinking #Marketing #BrandingTips

Beauty narratives, design & your Brain. How viral brands tap into the brain’s natural chemistry? Activating circuits that build trust, enhance memory, and deliver a sense of reward? This narrative-based marketing shapes how people perceive and connect with a brand. Do you care? >>Brain favors EMOTIONALLY driven decisions<< Stories prompt the brain to release chemicals like oxytocin and dopamine, key players in empathy, trust, and motivation. When packaging reflects a narrative, it becomes not just a container, but a memory cue. +23% rise in oxytocin builds emotional closeness with a brand. +40% better recall for emotionally charged experiences. <<Story-led packaging drives RECOGNITION>> Packaging that incorporates a storyline helps consumers remember the brand long after the first interaction. +97% increase in recognition with consistent visual narratives. +95% of buying decisions are made subconsciously and guided by emotion. >>Visibility in a SATURATED market<< Among countless choices on the shelf, story-centric packaging stands out. It grabs attention and communicates meaning instantly. +306% increase in lifetime value for emotionally resonant brands. +22× better recall when messages are told as stories. <<The impact of visual language>> Design elements like color, illustration, and typography tell their own stories. When aligned consistently, they strengthen identity and make brands unforgettable. +82% of emotionally invested consumers are loyal to their favorite brands. +22× more memorable when information is conveyed as narrative. >>TRUST through transparent storytelling<< Consumers value honesty. Sharing stories around sustainability, sourcing, or values builds credibility and fosters trust. +81% of buyers say trust is a key factor in purchasing decisions. +60% agree that attractive packaging makes products feel premium. <<E-Commerce Growth Through Shareable Design>> Packaging with a strong narrative invites social sharing, expanding a brand’s digital footprint, especially crucial for online retail where physical presence is absent. +40% would post a product on social media if the packaging is creative. +52% online shoppers are more likely to repurchase when packaging tells a story. Final Thoughts. Storytelling affects the brain at a deep level, through emotional triggers, chemical responses, and immersive experiences. This emotional engagement builds loyalty and drives decisions in a way that data-driven marketing alone cannot. Explore real-world examples from standout brands and get inspired to craft a narrative that resonates. Featured Brands: Ace beauty Bondy Sands Colorkey Daise Drunk Elephant Heart Full Mixik Naming Laneige Scandy Tan Tuesday Urban Jungle #beautybusiness #beautyprofessionals #luxurybusiness #luxuryprofessionals

Marketing has two big jobs, but we're usually judged on only one. Our job in marketing splits into two parts: Building mental availability: making sure people know who we are and remember us when they’re ready to buy. This is often called brand marketing. Activating demand: making sure that people who are ready to buy choose us. This is typically performance or demand marketing. Here’s the challenge — most of our metrics (MQLs, pipeline, revenue) are tied to demand activation. But brand and demand aren’t separate – they work together. Still, they behave differently and aren’t always easy to measure in the same way. Brand is like staying in shape. You go to the gym, eat healthy, and take care of yourself. You don’t always see instant results, but over time, your body gets stronger. → In marketing terms: We want more people to know us, remember us, and think of us when they’re ready to buy. This is a long-term game. Demand activation is like showing up on race day. You’ve trained for months, and now it’s time to perform. If you’re fit, you’ll likely do well. → In marketing terms: When someone’s ready to buy, our goal is to be easy to find and hard to ignore. Most of the time, our execs care about the race day numbers – leads, opps, deals. That’s fair, because those drive revenue. But if we don’t also take care of our brand (our fitness), performance eventually suffers. So what do we do? We need to measure both. Performance marketing already has clear metrics. But brand often feels fuzzy — hard to prove it’s working. That’s why Share of Search (SoS) is useful. It’s a quantifiable way to track how much people are searching for our brand compared to competitors. It acts like a “brand scoreboard”, so we can see how campaigns are moving the needle, even if the revenue impact comes later. So: Use performance metrics for activation (leads, opps, CAC, etc.) Use Share of Search as the north star for brand Run both in parallel, and know that each supports the other Two different motions. Two different metrics. One goal: revenue growth.

As creators, we walk a fascinating line: building & nurturing our personal brand while contributing to the growth of the companies we work for. It’s a balancing act, and when done thoughtfully, it can benefit both you and your employer. I've spent a lot of time thinking about this. Here are a few key principles to consider: Start with Alignment: Your personal brand should reflect your unique voice, passions, and expertise. At the same time, ensure your values align with your company’s mission. This synergy builds authenticity, helping you shine as a thought leader while amplifying your company’s vision. Add Value Both Ways: Your personal content isn’t just about self-promotion – it’s a chance to highlight industry trends, solve problems, and share knowledge. When your audience sees you as a trusted voice, it reflects positively on the organization you represent. The more value you provide, the stronger your brand and your company’s reputation become. Be Transparent About Your Dual Role: It’s okay to let your audience know that you’re a creator who’s also part of a larger mission. A simple acknowledgment, such as, “In my role at FinLocker, I’ve learned the value of engaging early journey first-time homebuyers", builds credibility and reinforces your connection to your employer without overshadowing your individuality. Prioritize Consistency: Whether you're sharing insights under your name or your company’s banner, make sure your message is consistent. Both brands should feel complementary – not competitive. Think of it as two interconnected streams feeding into the same river. Use Your Brand to Build Bridges: Your personal platform can help you connect with other professionals, clients, and opportunities that can ultimately benefit your company. And your company’s resources can enhance your ability to create impactful content. When both sides grow, it’s a win-win. Ultimately, this balance is about mutual growth. Your personal brand showcases the unique skills and perspectives you bring to the table, while your work for your company demonstrates your ability to drive results and collaborate with a larger team. The takeaway? Don’t think of it as “choosing” between your brand and your company. Think of it as a partnership where both grow stronger together. How do you balance your personal brand with your company’s goals?

I think we’re measuring the wrong stuff… and it’s quietly killing momentum. 2026 has to be the year we fix it. Impressions. Clicks. MQLs. “Engagement.” The real game is happening in DMs, Slack threads, forwarded newsletters, and meetings. Here are 6 metrics I’d focus on in 2026 GTM (and why they matter). 1) Conversations → conversions What it is: Of the conversations your content starts, how many turn into a real next step (intro, meeting, opp). Why it matters: Content doesn’t “generate leads.” It generates conversations. Pipeline comes from what you do next. How to track: Tag every inbound convo (DM/email/reply) and mark the outcome: no fit / nurture / meeting / opp. 2) REAL ICPs engaging with content What it is: Not “engagement.” Engagement from the right people (titles, seniority, company tier, intent). Why it matters: 1 CFO at a target account > 1,000 random likes. How to track: Maintain an ICP list (titles + account tiers) and measure: % of engagers who match ICP of target accounts engaged per week repeat ICP engagers (X touches in 30 days) 3) Brand mentions inside ICP-relevant conversations What it is: How often your brand comes up when your ICP is discussing the problem you solve (not when you post). Why it matters: This is the difference between “content that performs” and a brand that gets recommended. How to track: Collect signals: customer calls (“we heard about you from…”), community moderators, partner chatter, dark social screenshots, and sales intel. Even a simple monthly “mention log” works. 4) Conversation velocity What it is: The speed from publish → first qualified conversation, and from convo → meeting. Why it matters: Velocity is the earliest indicator your messaging is landing. If it’s slow, you’re not sharp enough yet. How to track: time-to-first-ICP-convo after a post/report time-to-meeting after first touch “conversation depth” score (comment → DM → problem share → meeting ask) 5) Brand + category position What it is: Are you being associated with a clear “lane” (category/point of view) or just “a vendor who posts”? Why it matters: In 2026, positioning is distribution. If people can’t summarize your POV in one sentence, you’re invisible. How to track: Quarterly “message recall” check: ask prospects/customers: “What do we do?” “What do we believe?” “What are we known for?” 6) Dark social + word-of-mouth What it is: The off-platform sharing that actually drives deals: forwards, screenshots, Slack drops, “my friend sent me this.” Why it matters: A huge percentage of B2B buying happens in private. If your GTM can’t see dark social, you’re flying blind. How to track: “How did you find us?” (mandatory field) inbound screenshots / Slack mentions private replies after posts If your 2026 GTM dashboard doesn’t include conversations, ICP quality, dark social, and category position, it’s going to keep optimizing for attention… while someone else captures intent.

𝗧𝗼𝗼 𝗺𝗮𝗻𝘆 𝗯𝗿𝗮𝗻𝗱𝘀 𝘁𝗿𝗲𝗮𝘁 𝗪𝗵𝗮𝘁𝘀𝗔𝗽𝗽 𝗹𝗶𝗸𝗲 𝗦𝗠𝗦. 𝗜𝘁’𝘀 𝗻𝗼𝘁. That's a criminal misuse of WhatsApp that’s quietly killing retention for both D2C and B2B brands. Brands get access to the WhatsApp API, upload a list, and hit “Send to All.” It feels efficient. But it creates what we call the broadcast trap, a pattern that burns through customer trust fast. 𝗪𝗵𝘆 𝗶𝘁 𝗗𝗼𝗲𝘀𝗻’𝘁 𝗪𝗼𝗿𝗸: Without enough personalization, messages feel generic and irrelevant. Customers start ignoring future messages after 1–2 interactions. Engagement and repeat purchase rates drop significantly. We’ve seen this across hundreds of brands before they changed their strategy to: → 𝗖𝗼𝗻𝘁𝗲𝘅𝘁𝘂𝗮𝗹 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴: Messages are sent based on user actions, such as abandoned carts, product views, or purchase inactivity. → 𝗦𝗲𝗴𝗺𝗲𝗻𝘁-𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Returning customers, first-timers, and high-LTV buyers each get a different experience. → 𝗧𝗶𝗺𝗲𝗹𝘆 𝘁𝗿𝗶𝗴𝗴𝗲𝗿𝘀: Instead of one big push, messages are sent at the right moment — like 2 hours after a missed checkout, or 1 day before an offer expires. → 𝗣𝗿𝗼𝗴𝗿𝗲𝘀𝘀𝗶𝘃𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀: Each interaction builds on the last instead of restarting from scratch → 𝗖𝗹𝗲𝗮𝗿 𝗼𝗽𝘁-𝗶𝗻𝘀 𝗮𝗻𝗱 𝗽𝗮𝗰𝗶𝗻𝗴: Customers feel in control, not spammed. → 𝟮 -𝘄𝗮𝘆 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀: Hooking each message with contextual chatbots that continue the conversation. 1-way announcements don’t work, 2-way chats do. Here’s what changes when the 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝘁𝗵𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Higher conversion rates Better repeat purchase rates Dramatically fewer unsubscribes and spam reports That’s the power of doing WhatsApp 𝘳𝘪𝘨𝘩𝘵. And for those wondering how brands manage this kind of personalization at scale? They use tools that make it effortless (we built one we’re pretty proud of 😉).

How many times have you logged on to Linkedin and found yet another email that starts with: "Hey [First Name]," followed by a generic pitch that does not concern your interests or needs. Sound familiar? We've all been there. And it's frustrating. As a fractional CMO/Consultant, I've seen this happen repeatedly. Businesses think they're doing personalization right but need to do better. It's not enough to use someone's name or company. 👉🏾 True personalization is about understanding their challenges, goals, and needs. For example, on LinkedIn, scroll through their feed and see what they post, talk about, like, and comment on. This helps as a starting ground on how to approach them and what to discuss. So, instead of sending a LinkedIn message that says: "I'd love to connect and learn more about your business," try something like: "I noticed you're working on [specific project]. I have some ideas on how you could [achieve a specific goal]. Would you be open to a quick chat?" See the difference? It's not just about being personal; it's about being relevant. And when you're relevant, you're not annoying — you're helpful. 👉🏾 So, think about this the next time you craft a personalized outreach campaign. →"Would I find this message valuable? →Does it address my specific needs and interests?" If the answer is no, it's time to return to the drawing board. 👉🏾 Also, tools like Crystal Knows help you fine-tune your message and tone when reaching out to maximize the impact of every conversation. Let's aim for genuinely helpful messages, not just another annoyance in their inbox. What do you think about personalized outreach? #b2bmarketing #demandgeneration #leadgeneration #ABM

CFO: We're shifting all marketing to DR. Brand building is a luxury we can't afford. CMO: That's exactly what Figs tried in 2023. Want to know how that worked out? CFO: They're a billion-dollar company, so probably great? CMO: Let me walk you through their 18-month brand journey. It's a masterclass in what not to do. CFO: I'm listening, but skeptical. CMO: Phase 1: February 2023. Figs was spending 15% of revenue on a balanced marketing approach—brand building and customer acquisition. CFO: Sounds inefficient. CMO: Phase 2: May 2023. They pivoted to "marketing efficiency" by cutting brand spend and focusing entirely on DR and immediate customer acquisition. CFO: That's exactly what I'm proposing! Smart move. CMO: Phase 3: February 2024. Their earnings call revealed the truth. They admitted they'd gone "too far" from their previous approach. CFO: Wait, what happened? CMO: Their growth stalled. They realized they needed a more balanced strategy with product launches and storytelling campaigns. CFO: But did they actually change course? CMO: Phase 4: Mid-2024. They completely reversed strategy, returning to balancing short-term acquisition with long-term brand equity. CFO: So they went full circle? CMO: Exactly. They're now emphasizing top-of-funnel marketing to enhance emotional connection and community engagement—the very things they cut a year earlier. CFO: But what about their bottom line? CMO: That's the point. When they abandoned brand building, their growth plateaued. The short-term efficiency gains couldn't sustain them. CFO: So you're saying we'd be repeating their exact mistake? CMO: It's the classic pendulum swing. Brands panic, cut brand spend for immediate efficiency, then realize they've damaged their growth engine. CFO: But we need to show results now. CMO: Short-term results at the expense of long-term health is exactly how brands get trapped in the discount-dependency cycle. CFO: So what's the alternative? CMO: Balance. We can optimize DR efficiency while maintaining brand investment. It's not either/or—it's both. CFO: I need to see the numbers. CMO: I've already modeled it. We can improve ROAS on our DR spend by 15% through better targeting, which gives us room to maintain our brand investment. CFO: This Figs case study is uncomfortably familiar. CMO: The best time to learn from someone else's mistake is before you make it yourself. CFO: Fine. Show me the balanced approach. But I'll be watching those numbers like Taylor Swift watches her backup dancers. CMO: And I'll deliver results faster than her ticket sales crash Ticketmaster.

Last week, I delivered training for a professional services firm… One key takeaway? If you don’t write your story, someone else will. We discussed how your digital presence is your first impression. Your LinkedIn profile, content, and engagement don’t just represent you - they define how clients, partners, and future employees perceive you. But it’s not just about individual profiles. 💡 Your company brand is only as strong as the personal brands of the people within it. Every interaction, every post, every comment from your team shapes how your business is perceived. When leaders and team members actively shape their digital presence, they don’t just build credibility for themselves they elevate the entire organisation. Yet too many professionals assume their work will speak for itself. The reality? If you don’t tell your story, someone else will and it may not be the story you want. How to Take Control of Your Professional Brand: ✅ Who is your audience? Speak directly to them. What do they care about? What challenges are they facing? Shape your content to address their needs. ✅ Make your people the stars. The best company brands are powered by strong professional brands. Encourage your team to share insights, celebrate wins, and engage in conversations. When your people show up, your brand becomes more human and relatable. ✅ 1 post, 1 purpose. Every piece of content should be intentional. Is it educating, inspiring, or starting a conversation? Keep it clear, valuable, and focused. Key Takeaways 🔹 Start where you are. Comment on posts, share insights, and support others. 🔹 Be consistent. One post won’t build a professional brand but showing up regularly will. 🔹 Empower your team. Equip them with the confidence and strategy to represent your brand online, it’s one of your most valuable marketing assets. 🔹 Think long-term. Your digital presence isn’t just about today it’s shaping the opportunities you’ll have tomorrow. If you don’t write your story, someone else will. And if you’re a leader, take this to the next level by ensuring your team is equipped to do the same. #digitalfirst #marketing #linkedin

People don’t care about your brand. (They care about the person behind it.)   Your audience craves authenticity Not a corporate mask. They want to feel connected, not marketed to.   The only Marketing Formula you need: Personalization + Connection + Value = Brand-to-Individual Marketing   This formula works, but remove just one part and it fails.   Without PERSONALIZATION Marketing becomes generic.   Without CONNECTION Marketing feels fake and disconnected. Without VALUE Marketing becomes empty.   How to make it work?   Personalization: - Understand your audience. - Tailor your message to their needs. - Make them feel heard.   Connection: - Engage on a human level. - Build trust with genuine communication. - People want to feel valued.   Value: - Solve problems, don’t just sell. - Offer real solutions that improve lives.   When brands show their human side, trust grows. This isn’t just a trend, it’s how businesses will thrive.   It’s time to stop hiding behind a logo. Show your face, build trust, and create real relationships.   Future-proof your marketing by getting personal. The more personal you get The more loyal your customers will be.   P.S. How personal is your brand, really?