Brand Strategy Unwankified

Design isn’t just about what looks good, it’s about what works. But when strategy’s missing, there are gaps you can drive a bus through.

Vague briefs that leave you guessing

Research that doesn’t go anywhere

Design without a clear purpose

Over-investing in concepts that don’t land

Feedback that turns into a subjective free-for-all

In this episode, I define what simple strategy actually is. It's really not that complicated. I also share five ways strategic thinking can bring focus, direction, and confidence to your design process.

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Book a Strategy Springboard Sesh

Build a brand audit offer and attract clients pre-disposed to purchasing strategic services:

In this episode:

• The purpose of a brand audit offer

• How to implement it super quickly 

• The simple framework to guide the audit and produce valuable insights

• Where it fits in your pipeline process

• What to do next

>> Join the 4 Day Build Your Brand Audit Offer Bootcamp >> https://bechughes.com/audit

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Listen to Carol Mackay sharing her take on the latest design industry report by Up To The Light: What Clients Think 2025.

We explore:

• The impact and opportunity of AI for designers

• The changing tech landscape in design

• What clients want from designers from pitch to presentation

About Carol Mackay:

Carol is the co-founder of Design Business Council and design studio Mackay Branson. She is also a leading and active advocate for Australia's design community.

As well as leading DBA, a business advisory focused on the business of design, Carol has mentored through AGDA, Womentor and The Aunties. She sits on the board of Never Not Creative, a non-profit dedicated to improving the mental wellbeing of people working in creative businesses.

Connect with Carol on Instagram

Design Business Council Website

What Clients Think 2025 Article

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Are your case studies costing you strategic credibility?

If they read like a design diary: client needed a logo, you made it, they loved it, it’s time to raise the bar.

In this episode, learn how to craft and use case studies that demonstrate your value as a brand strategist.

You'll learn how to:

Lead with the business problem

Show your thinking (not just the doing)

Highlight transformation—emotional, strategic and visual

Use quotes, stats, and niche-specific insight

Repurpose for maximum leverage

When you use case studies to show your thinking, you’re no longer selling visuals, you’re selling value.

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Check out The Brand Method

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If brands aren’t built in a vacuum, why are so many brand designers trying to create them in one?

In this episode, I explore the hidden challenge most solo brand designers face: growing creatively without any support.

I’ll unpack why:

~ Guides, hacks and courses will only get you so far

~ Creativity is a team sport (even when you work solo)

~ Insightful, objective and strategic feedback at the right time will unlock your next level of growth

Opening up to feedback feels hard, but pushing through the discomfort is a game-changer.

Want to connect with me?

Explore The Studio

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If you think brand strategy is about adding more... think again.

In this episode, I’m sharing the one skill that instantly makes you more strategic: filtering.

I’ll walk you through the three tools I use every time I create brand strategy: Themes, Priorities, and Focus.

These methods will help you simplify without dumbing things down—so your clients get clarity, not confusion.

If you want to be seen as a strategist (as well as a designer), this is where it starts.

Press play.

Want to connect with me?

Check out The Brand Method

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Episode 97 - Rethinking Customer Avatars: Apple or Spotify

For this 100th episode, I’m sharing 12 lessons from 25 years of working in branding.

This isn't just the process of strategy, but what it really means to be a brand strategist.

From why no one wants to buy 'strategy', how good strategy often feels like therapy, to why the best strategists know they don’t know everything, this episode is a behind-the-scenes look at the mindset, method, and messiness of the work we do.

If you want to benefit from my insights and learnings as an experienced brand strategist, this is the episode for you.

Want to connect with me?

Check out The Brand Method

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Not sure how to fit brand strategy into your design process? 

This is the episode for you:

Why strategy doesn't have to be as complex as you think

The 5 steps in my SIMPLE framework

How to seamlessly dovetail strategy into your current design workflow

Find out how adding strategy to your process could be the smartest shift you make.

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Listen to Episode 83: My 5 Pillars Brand Strategy Research Framework

Struggling to position yourself as a brand strategist? Finding clients don't want to or aren't ready to buy brand strategy services?

In this episode, I break down the Brand Strategist Focus Funnel (BSFF) - attract the right clients, build authority, and make buying from you easy.

You’ll learn:

✔ How to become known for the right thing with a compelling Value Pitch

If you want to stop feeling invisible and start being valuable, this one’s for you!

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Over-engineered avatars are the brand strategy equivalent of a chocolate teapot - seems fun, but not fit for purpose.

In this episode, I'm rethinking customer avatars, because the overcomplicated, deeply nuanced descriptions everyone tells you to create are actually unhelpful for brand strategy:

Why unnecessary details (like Jane’s Spotify playlist) miss the point

What really drives buying decisions (hint: it's not their coffee order)

The SHINE framework - a simple but powerful approach to define the audience effectively

Want to connect with me?

Check out The Brand Method

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