How to Ask for a Customer Testimonial (and What Makes One Persuasive)
Most small-business testimonials are decoration. A better ask — three narrow questions at the right moment — produces proof a hesitant buyer can use.
Brand Strategy
Positioning, naming, and messaging. The decisions that get made before anyone opens a design tool, and why they determine whether the design works at all.
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Does Your Business Need a Tagline? How to Write One That Earns Its Place
A tagline is optional, and a generic one is worse than none. How to tell whether your business needs one, and how to write a line that actually says something.
How to Announce a Rebrand Without Losing the Customers You Have
Announcing a rebrand takes more than a single email. Here's the four-week communications plan that keeps existing customers on board while giving your new identity a real launch.
How to Choose a Domain Name That Won’t Handicap Your Business Later
A domain name is one of the few pieces of brand infrastructure you carry with you for the life of your company. Here's how to pick one that supports the business you're building, not one you'll have to migrate away from later.
What Brand Discovery Actually Is (and Why Skipping It Costs More Later)
Brand discovery is the research and conversation phase that happens before any design work begins. Here's what it actually includes — and why skipping it usually costs more later.
What Your About Page Should Actually Say (and Why Most Don’t)
On most small-business sites, the About page is the weakest page. Here's what it should answer, what to cut, and a practical rewrite plan.
What “Brand Voice” Actually Sounds Like (and How to Test It)
Most small businesses don't have a brand voice — they have four pages written by four people. Here's how to define one and test whether it's working.
Naming Your Business: A Practical Framework for Founders
Naming a business is one of the few brand decisions you cannot easily revise. A working framework for founders: the six naming styles, what makes a name strong, realistic timelines and cost ranges, common pitfalls, and the tests to run before you commit.
Rebrand vs. Refresh: Which Does Your Business Actually Need?
Most businesses that think they need a rebrand actually need a refresh, and a few that think they need a refresh really need a rebrand. Here is how to tell which one you are.