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Business For Good Brand Strategy Case Study: Lush

Business For Good Brand Strategy Case Study: Lush

by Melissa | Oct 15, 2020 | Brand Purpose & Values, Case Study, Ethical Marketing

Free Case StudyI am…None of your dang businessA spy who just wants your freebieA brand ownerA marketerSend it to me!We respect your privacy. Unsubscribe at anytime.Built with ConvertKit Let me preface this by saying, this is an educational exercise and these are...
Social enterprise isn’t niche – it’s the new norm

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

by Melissa | Sep 15, 2020 | Brand Purpose & Values, Ethical Marketing

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...
The Dark Side Of Bundles With Big Discounts: Why They’re Bad For Both Customers And Brands

The Dark Side Of Bundles With Big Discounts: Why They’re Bad For Both Customers And Brands

by Melissa | Jun 30, 2020 | Ethical Marketing, Sales

It happens pretty regularly. There’s a big buzz in online business circles about a too-good-to-be-true bundle of online courses, featuring a round up of (for example) 75 of them from various course creators across the globe. They’re packaged up and sold for the hugely...
Why You’ll Only See Round Numbers In My Pricing And Why You Might Want To Consider It Too

Why You’ll Only See Round Numbers In My Pricing And Why You Might Want To Consider It Too

by Melissa | Jun 22, 2020 | Ethical Marketing

The year is circa 1994 and I’m scraping together my pocket money into a coin purse, jamming my helmet on and jumping on my bike to ride to the local milk bar. I’ve got my sights set on a mixed lolly bag that will be sitting at the counter, ready for me. I’m crossing...

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Chat With Melissa

THE Gram is my Jam

✨I IS FOR INTANGIBLE ✨ ‍ Intangible elements ✨I IS FOR INTANGIBLE ✨
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Intangible elements of your brand and marketing strategy are equally as important as the tangible.
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Feelings, intuition, perception are all equally as powerful as tangible elements, albeit they are harder to wrangle.
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#intangiblebenefits #intuitivemarketing #marketingwithmeaning #brandingbeginswithstrategy #consciousbusiness #brandfoundations #brandperception #brandstrategy #brandstrategist #marketingstrategist #brandgrowth
A Brand Vision is what your brand's ideal world lo A Brand Vision is what your brand's ideal world looks like. Linked to your Brand Purpose, it acts as the guiding light for how to steer the business, through the lens of your brand.
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And here's the kicker: a strong Brand Vision may not ever actually be achieved.
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(jaw drop moment)
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And that's completely ok.
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Because otherwise, your brand's work would be done. So, a strong Brand Vision has to be BIG and SCARY.
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Here's a great example of a big, scary Brand Vision:
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Charity.Water's vision is safe, clean drinking water for everyone in the world.
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There are 785 million people in the world without clean drinking water.
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After 14 years in business, Charity.Water has helped bring clean drinking water to 11 million people.
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That's 1.4% of the number of people who need it. In 14 years.
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But this isn't disheartening, it just means there's more work to be done for the brand. There's a clear, hard-to-reach vision in mind for a better world. And the brand's job is to work towards it by:
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🔭 creating greater awareness around the problem they're trying to solve
🔭 finding efficiencies in the way they operate to optimise for greater impact
🔭 continue to disrupt the system using their brand influence
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So, what's your Brand Vision?
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💎 what type of world do you envisage?
💎 how does your brand play a role in achieving that type of world?
💎 what is your clear, hard-to-reach target?
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I'm Melissa, a brand & marketing strategist for small businesses. My mission is to help you find clarity through strategy, to build a brand on thoughtful foundations 🙌 #ownyourstrategy
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If you're looking for help getting clarity on your essential brand foundations (like vision and how it drives your brand forward), then my BRAND KICKSTARTER WORKSHOP might be for you.
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Interested? DM me and I'll shoot you a link to book or answer any questions. Or check the linky-link in my bio 🔗
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#brandvision #longtermthinking #strategyfirst #brandingbeginswithstrategy #consciousbusiness #brandfoundations #businesstrategy #brandstrategy #womxninbusiness #brandstrategist #marketingstrategist #brisbanebusiness #goldcoastbusiness #sunshinecoastbusiness
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📷 selfie of me by me
👩‍⚕️ H IS FOR HEALTH 👩‍⚕️ ‍ He 👩‍⚕️ H IS FOR HEALTH 👩‍⚕️
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Health metrics for your brand can include how relevant and valuable your offer is, how visible your brand is, how willing people are to recommend you and your brand reputation. Including a regular brand health check in your diary will help inform your plans for the year ahead.
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#brandhealth #marketingmetrics #ownyourstrategy #strategyfirst #brandingbeginswithstrategy #consciousbusiness #brandfoundations #businesstrategy #brandstrategy #brandstrategist #marketingstrategist #businessgrowth
QUIRKY AF ‍ The most common word people use to d QUIRKY AF
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The most common word people use to describe me - family, friends, clients - is 'quirky'.
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At first, I wasn't sure whether that was a compliment or an insult.
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Now I'm older and wiser, I know it's 100% a good thing. As a brand, it helps me stand out and be memorable. Clients appreciate that I'm a brand and marketing nerd, use pop culture references and drop occasional swears.
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What word do people use to describe YOUR brand? And if you don't know... what would you LIKE them to describe you as?
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[Image Description: a tattered black moustache on a stick used as a photo prop. Photo by me, taken at a cool Airbnb in Budapest a lifetime ago]
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#quirkyaf #quirkybrandnerd #brandpersonality #personalitydriven #brandnerd #brandarchetypes #archetypes #brandcharacter #brandidentity #brandmentor #brandingadvice #marketingmentor #brandconsultant #brandvoice #buildabrandthatstandsout

 

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I acknowledge the Australian Aboriginal and Torres Strait Islander peoples as the first inhabitants of the nation and the Yuggera people who are the Traditional Custodians of the lands where I live, learn and work.

I choose to donate monthly to Deadly Connections, an Aboriginal-led NFP which seeks to address the disproportionate representation of Indigenous people in the child protection and justice systems.

 

PROUDLY PLEDGING TO

This badge represents my pledge to the ethical move in service of a new marketing standard based on transparency, trust, and honesty. Please connect with me if you see me not honouring my pledge. I'm committed to unlearning and becoming a better marketer / human.

 

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