Journal

notes on brand work.

Practical guides for founders and marketing leads. No inflated metrics, no superlatives. just what we have seen work.

15 jan 2025
how to find your brand's tone of voice (and actually stick to it)
Most companies do not have a tone of voice problem. They have a consistency problem. The founder writes one way, the marketing hire writes another, the agency writes a third, and the support team s…
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1 feb 2025
pr for early-stage companies: how to earn coverage without a big budget
A lot of early-stage PR advice assumes you have a budget for a retainer agency and a stream of funding announcements to talk about. Most companies have neither. The good news is that coverage is ea…
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15 feb 2025
rebrand or refresh? how to tell which one your business actually needs
"We need a rebrand" is one of the most expensive sentences a business can say, partly because it is so often said when something lighter would do. A full rebrand and a refresh solve different probl…
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1 mar 2025
agency, freelancer, or in-house? how to resource brand and marketing work
Every growing company eventually faces the same question about brand and marketing work: do we build a team, hire an agency, or stitch together freelancers? There is no universal right answer, but …
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