Free 6-letter series · Your first letter arrives straight away

Six questions that decide your brand identity

Your brand is being decided in rooms you’re not in. Your answers make sure you’re the one deciding it.

For business owners whose brand stopped fitting somewhere along the way. Every morning you get one question I ask every client, plus my own diary-style answer, written while I was in the middle of reworking my own brand.

Letter 1 · Arrives straight away

The room you’re not in, and the sentence I suspect people use about me

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you’ll probably recognise this bit

You wince a little sending someone to your website. You rewrote your bio last month and quietly put the old one back, since the new one didn’t fit either.

Your business has grown into something your brand doesn’t describe yet. Every fix you try, whether it’s a new font or a new logo, lasts about a fortnight before it feels off again.

That gap is where most of my clients are when they find me. When I wrote these letters, I was right in it too.

six questions, six mornings

Letter1The room you’re not in, and the sentence I suspect people use about me
Letter2The things I’ll never agree to do, and the one that cost me
Letter3The opinion I softened for years
Letter4Whether my brand still looked like me, the honest version
Letter5How I check what a stranger thinks I do
Letter6Who my brand is for when there’s nothing to buy, and what my work has really been about all along

Each letter gives you the full question and my answer to it, written while I was working it through for my own business. Then it’s your turn to answer for yours.

why read my answers

I’ve been decoding brands since 2010. I’ve watched hundreds of business owners describe their offer for an hour and then say the most revealing thing about their brand in passing, usually something they refuse to do.

Templates give you somewhere to write. Watching someone answer the questions honestly, mid-change, shows you what an honest answer actually looks like, and that’s the part most people never get to see.

this is for you if

You’ve changed over the last couple of years and your brand is still describing the old you
You’d rather work out who your brand is now before you spend a penny redesigning it

your first letter arrives as soon as you sign up.

Reply to any of them and I’ll read it.

Dee

Free. Your first letter comes straight away, then one each morning. Unsubscribe whenever you like.