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Let me preface this by saying, this is an educational exercise and these are my opinions, it’s meant to be fun and a way to demonstrate what a brand is made up of that isn’t actually a logo. So, I’m not going to talk about logos or design in these case studies. Instead, I’m going […]



A black sign being held up in a crowd with white writing "If the climate was a bank you would have saved it already"

None of us operate our businesses in a vacuum. We’re living in a time when the world is breaking – it’s crying out for us to change our ways urgently. But are we really listening? Or are we too busy looking for the usual economic life rafts to pull us out of the recession while […]

Social enterprise isn’t niche – it’s the new norm

Ethical Marketing

A colourful glass prism against a vibrant orange background


Abraham Maslow, a psychologist, created the ‘Hierarchy of Needs’ to explain core human motivations from as early as 1943 and continued his work on this model throughout his career. The Hierarchy, while not rigidly linear, helps us understand the order in which basic to more complex human needs tend to be a focus for us.  […]

Maslow’s Hierarchy of Needs & Archetypes: How These Two Psychological Tools Can Build Powerful Brands


Young Asian Woman At Office Looking Forlorn


We’ve all been a victim of it. You take a gander at a competitor or peer’s social feed and think “Wow that’s so cool, I should do something like that”. You hear about their success with a product or service launch and think “I just gotta do that too!”. That my friends, is ‘brand shiny […]

Got A Case Of Brand Shiny Object Syndrome? Here’s What To Do To Avoid The FOMO



A woman with brown curly hair, closed eyes and pink eyeshadow. She's holding her hands up to her face and has different coloured pastel nail polish. She's wearing a lilac coloured woollen jumper.

So you’ve probably heard a bunch about needing to create a brand personality… but what exactly does that mean? Do you just pluck some personality traits out of thin air and just run with that? Surprise: No. No you don’t. Well, I mean, you CAN… but don’t. Don’t do that. Building a brand with personality […]

WTF Are Brand Archetypes (?!) And How to Build A Cracking Brand Using Them

Brand Identity

A woman with short cropped hair and a lemon jumper sits at a laptop. She's drawing on a drawing pad and there's a camera nearby.


Designers are amazing, clever, creative people, but one thing they’re not are mind readers. One thing I’m unapologetically passionate about is that all brand owners really need to KNOW and OWN their own $h!t. That means, you have got to understand the foundational elements of your brand *before* you even think about engaging a designer. […]

Make Your Designer Love You By Including These Important Elements In Your Design Brief

Brand Identity

A top down view of a notebook, a pair of hands holding a pen and four cardboard cutouts of question marks


What is the difference between ‘branding’ and ‘marketing’? And ‘marketing’ and ‘advertising’ for that matter? TL;DR Your brand is the STORY. Branding is the act of creating the story. Marketing is TELLING your story. Advertising is PAYING to tell your story. PR is having SOMEONE ELSE tell your story. Your brand is the story. All […]

Brand vs. Marketing – What’s the Difference Anyway?



50 Prompts For Pivoting: Navigate your big brand pivot strategically

During times of crisis we panic easily and make emotional decisions that quite possibly don’t serve our business in the long run. 

This workbook asks all the right questions to help you validate the temptations so they’re feeding into your longer-term brand vision.

Define Your Audience

Get to know your target audience like you know your best friend. This workbook will take you beyond demographics and help you understand how to best reach your desired customers.

If you can empathise with them, you will know how to best suit their needs and best communicate with them. 



Not Your Grandpa's SWOT Analysis

Take a look under the hood at your Strengths, Weaknesses, Opportunities and Threats. It's a classic Marketing 101 type of model, but still holds up when you're assessing where you're at and the possibilities of where you could be.

This particular version is amped up compared to the model of old, designed to dive deeper and then turn your INSIGHTS into ACTION.


Personality Traits, Values and Tone of Voice Word Bank

Never be lost for words when describing your brand again! With this list of over 900 words, you'll be able to describe your brand more colourfully.

Use for creating your brand personality, working through your values and describing your tone of voice, so that anyone working on your brand immediately gets what you’re all about.

Resources to DIY:


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