Brand Strategy Unwankified

People don't pay for what they can't see.
So why do so many designers hide the most valuable thing they do?
If you have a feeling you're giving your thinking work away for free, but you're not sure how to go about charging for it, this episode is for you.
I get into:
• How to turn intuitive thinking into a deliverable that gets noticed• The biggest mistake designers make when they list their services• A simple way to start pricing your thinking, even without a formal process or service• Productising your thinking, and why it instantly raises what you can charge
You don't need a full blown brand strategy process to start charging for the thinking you're already doing.
You just need to make it visible.
 
Connect with meGrow your value and your advantage with Brand Strategy - The Brand Method programFind me on Instagram

We'd be lying if we said AI isn't making the design industry twitchy, right? 
Jacob Cass joins me again to talk about what it takes to become a brand builder AI can't replace, including:
• Which designers should be the most worried about AI• How to collaborate with AI effectively• How and why designers should shift their focus "upstream"• What separates producers and consultants• Asking the right questions for better sales results• Jacob's time management tips and how he stays so consistent• What’s happening at the Brand Builders Summit on 8-11 Sept >>> Get your FREE Summit ticket here
 
About Jacob Cass:
Jacob Cass is a brand designer, strategist, educator, and business coach, as well as the founder of JUST Creative, a renowned branding and design consultancy that also serves as an industry-leading blog and vibrant community. He is also the brains behind the Brand Builders Summit.
Connect with Jacob on InstagramDownload Jacob's Branding Briefcase freebie
 
Connect with Bec Hughes:
Check out The Brand Method
Find me on Instagram

3 packages on your services page might feel logical and flexible.
It might also be the reason your best prospects always pick the option with no brand strategy, and you're convinced clients don't want strategy.
If you've ever built tiered service packages to feel more affordable, flexible or available, this is for you.
In this episode:
• Why "affordable" packages train clients to shop on price instead of value• Why giving options is costing you sales• How skipping brand strategy in your "low cost" tiers undermines the authority you're trying to build• The 3rd way to replace tiered services or a bespoke quote for every single enquiry
Build an offer you fully believe in, and price it like you mean it.
 
Connect with me
Learn Brand Strategy - The Brand Method programFind me on Instagram

Every designer is feeling the pressure to be faster and cheaper, especially with AI in the mix. But competing on speed and price isn't a strategy, it's a trap.
If you've ever wondered whether brand in a week offers, selling templates, or rock bottom logo packages are just the new reality, this one's for you.
I tackle why the race to the bottom is hurting us as individual designers and as an industry, including:
Why positioning on speed and price is a race you'll never win
The cost of offering brand strategy and pre-made logos in the same breath
What it actually means to compete on value instead of competing with AI
Position on value, not speed or price, and you'll find yourself in a very different race altogether.
 
Connect with me
Learn Brand Strategy - The Brand Method programFind me on Instagram

"Mission, Vision and Values" is everywhere in brand strategy. But what if it's not brand strategy at all?
If you've ever completed an MVV exercise with a client and then wondered how to actually turn it into branding, this one is for you.
I tackle why Mission, Vision and Values belongs in a different strategic discipline and what brand strategy actually needs to do instead, including:
• Why MVV produces 'brand narcissism' and leaves the customer out of the conversation
• Replaying a founder's values back to them is the easy gap, not the important one
• The most common brand values are HR documents in disguise
• What a customer-focused brand strategy actually needs to answer
Knowing the difference between founder strategy and brand strategy is the upgrade your clients actually need from you.
 
Connect with me
Learn Brand Strategy - The Brand Method program 
Find me on Instagram
 

The villain strategy is having a moment. But trendy brand strategy concepts are only useful if you know how to use them.
If you've heard about brands defining their "enemy" and thought it sounded good but weren't sure how to apply it for a client, this one's for you.
I tackle the "brenemy" concept and give it the framework it's been missing, including:
Why standing against something is just as powerful as standing for something
How your ego influences the enemy you choose to challenge
How to shape a strong villain strategy using four key criteria
A good villain strategy is more than a clever concept to impress your client with. In this episode you'll learn how to make it a proper brand strategy tool.
 
Connect with me
Learn Brand Strategy - The Brand Method program 
Find me on Instagram

In this episode I'm joined by Liz Mosley, and she has a challenge for you... 100 challenges actually.
 
We talk about Liz, her business and creativity, and her hot takes on the design industry.
 
We cover:
• How Liz unintentionally built a personal brand and why that was the best way
• Advice she has ignored
• Being vulnerable, building in public, and setting healthy boundaries
• Her thoughts on where the design industry needs to do better
• How being rejected by Chris Do has created an avalanche of opportunities
And so much more!
 
About Liz Mosley
Liz is a branding designer, podcast host, public speaker, and content creator. Her work is grounded in the belief that creativity isn’t about perfection. It’s in the showing up, trying new things, and learning as you go. As a vocal advocate for reframing rejection and failure, Liz encourages other creatives to see them not as things to avoid, but as essential parts of both the creative process and the human experience.
Connect with Liz on Instagram
Listen to the Building Your Brand Podcast
 
Connect with Bec Hughes:
Check out The Brand Method
Find me on Instagram
 

No one wants a leaky brand strategy. Could you be devaluing what you create for your clients without you even knowing it?
If you've ever handed over a 50-point questionnaire, wrestled with AI for hours, or sent a Loom instead of presenting your work live, this episode is for you.
I tackle the most common brand strategy leaks and how to plug them, including:
Why your discovery process might be working against you
How to use AI as a strategic assistant, not a strategic replacement
Why more research is not always the answer
The cost of keeping your client at arm's length
Find your leaks, plug them, and deliver work you can actually stand behind.
Connect with me
Learn Brand Strategy - The Brand Method program 
Find me on Instagram

It's not about the tech, it's about what you do with it!
In this episode I share my tips for creating a simple but effective brand strategy focused tech stack. This will ensure the apps streamline and support, but don't get in the way of your thinking.
I cover:
• The principles of a lean tech stack
• The brand strategy activities that need or benefit from supporting apps
• My own brand strategy tech stack
 
Connect with me
Learn Brand Strategy - The Brand Method program 
Find me on Instagram

In this episode I talk to Bec Morris, one of the founding students of The Brand Method program, and very talented brand creator.
I check in on Bec's journey with brand strategy to explore:
• Why she wanted to invest in her brand strategy skills• What that journey has looked like for her• The impact it's had on her business and also her identity
I'm honoured to have been part of Bec's journey, and proud to share her story with other designers just like her.
I hope you can take some inspiration from how far Bec has come.
 
About Bec Morris
With over 15 years of experience across Sydney agencies, in-house roles, and running her own studio, Bec has developed a knack for digging deep into businesses and uncovering the insights that make brands unforgettable. From her thriving brand studio on the New South Wales south coast in Australia, Bec is all about helping brands shake things up and follow their own path.
Connect with Bec Morris on Instagram
 
Connect with Bec Hughes:
Check out The Brand Method
Find me on Instagram