What can you expect from this podcast episode?

Big brands have plenty of advantages that smaller brands don’t, but that doesn’t mean smaller brands can’t learn from what they consistently get right. In this episode, I looks at some of the simple branding principles that businesses of any size can use to become more recognisable, memorable and easier to think of when needed. From choosing a shorter brand name and creating a more refined logo, to owning a distinctive colour and consistently reinforcing a clear message, the common thread is simple: give people fewer, stronger things to remember about your brand.

I also look at why clear positioning can give every branding and marketing decision a central idea to work from, and why underused assets like distinctive sounds and mascots can create even more opportunities for recognition. A small business might not have the budget, reach or physical availability of a major brand, but it can still build and manage its brand with the same level of clarity and consistency. Because better branding can help a small brand appear bigger, stand apart from competitors and tip the scales in its favour.

If audio podcasts are no longer your thing

If reading is more your thing, then here is the link to my blog version of this week’s topic, especially to read the specific briefcase you’re interested in:

Work or chat with the Doc

And just to finish as always, a bit of a plug before I drop out of your inbox, if you’ve been following me for a while now and want to work with me to help give your brand a shot at a new brand of branding, for better business success. Then as always, say g’day today and book a call with me. (Same goes for you if you’re a designer or fellow branding person that needs a bit of help, reach out just the same!)

In the last 15 years I’ve accumulated a fair share of the do’s and don’t’s when it comes to developing and managing a brand to help it succeed and in turn, see greater business growth and success from that investment of time, effort and money into your brand.

Inside each of these 20 briefcases is a brand-related tip for your branding and marketing efforts that I want to share with you. No matter if you’re a business owner, brand manager, brand consultant, designer, whatever, these are for you.

Which will you pick? I mean, you could pick any of course, but to start somewhere, which will you pick? As there is a lot to read through and you can bookmark this article to come back to at any stage.

In this episode, I’m looking at why “make the logo bigger” isn’t always the answer, and why effective branding is less about the size of a logo and more about the meaning attached to it. From packaging and signage to positioning and marketing, every touchpoint shapes what consumers think and feel when they see your brand.

You’ll learn why a logo is identification, not communication, why context matters more than most businesses realise, and how brands create value far beyond the utility of their products or services. Because people don’t pay more for a logo simply because it looks good. They pay more because of what that logo has come to mean to them over time. It’s how you use it that makes it effective.

Many businesses spend a lot of time talking about their purpose. While some spend a lot of time talking about their positioning. But they’re not the same thing.

Purpose is why your business exists. Positioning is the space you want to occupy in customers’ minds. This episode explores the difference between the two, why businesses often confuse them, and why having a meaningful purpose doesn’t automatically create a strong market position. Because while purpose can inspire your team and guide team culture and their efforts day-to-day, positioning is what helps customers understand why they should choose you over the alternatives.

Most people think a branding person designs logos. And while that can be part of the job, branding often goes much deeper than visual design alone. From brand strategy, internal team culture and messaging through to customer experience, brand naming and brand touchpoints, there are many different ways branding can influence how a business is perceived and remembered. This episode explores what branding people actually do, the difference between branding and graphic design, and why stronger brands are built through much more than just a logo.

In this episode, I talk about one of the easiest branding wins most businesses could make today… creating a new distinctive brand asset and actually committing to using it consistently.

Because while most brands rely on the same logos, colours and generic messaging as everyone else in their category, the brands people remember usually give customers multiple things to recognise and associate with them over time. I dive into why distinctive brand assets matter, why consistency compounds, and how even one new recognisable element can help position your brand more strongly in people’s minds.

In this episode, I talk about why so many brands are missing out on a big opportunity by sacrificing personality in the pursuit of looking “professional.” By only focusing on how your brand looks and falling back on safe messaging that every other brand does, I explore why distinctiveness matters more than ever if everyone is playing the same game. Because while consistency helps build recognition, it’s personality that gives people something to emotionally connect with and remember. It becomes another memorable differentiator between brands that gives customers a reason to choose your brand over another…even if another brand has a better offer.

I also dive into the balancing act between clarity and character, and why brand personality should never be treated like a comedic layer added on forcibly. It needs to be built into how your brand looks, sounds and behaves from the start. This episode is a reminder that playing it safe is often the riskiest move a brand can make, especially if you’re avoiding it in case of offending someone or inherently avoiding standing out.

In this episode, I break down the three main ways brands approach selling multiple products on supermarket shelves, and why the strategy behind it matters far more than most people realise. From Coca-Cola owning Sprite and Fanta, to Kellogg’s endorsing products like Corn Flakes, I unpack the difference between a House of Brands, a Branded House, and an Endorsed Brand model, otherwise known as brand architecture. More importantly, I explain how each approach changes the way consumers remember, recognise and buy from your brand, and how it can allow you to grow your brand.

I also dive into the pros and cons of each model for start-ups and growing FMCG brands, including shelf space domination, market positioning, brand equity, marketing complexity, and why trying to grow multiple brands at once can become a nightmare without the right strategy. Whether you’re launching your first product or planning long-term expansion into new categories, this episode explores how branding structure can either limit your growth or give your business the foundations to scale.

In this episode, I break down one of the most common questions I get asked: how much does a logo design actually cost? And the honest answer is… it depends. Because you can get a logo for next to nothing, or you can spend thousands. But what I unpack here isn’t just the price ranges, it’s what you’re actually paying for at each level and why so many businesses get this wrong. From cheap templates to freelance designers to full brand agencies, I explain why the gap in pricing exists and what that really means for your business.

I also get into the bigger point most people miss. A logo isn’t just a design task, it’s a strategic one. The cost isn’t about the file you receive at the end, it’s about the thinking, positioning, and clarity behind it. Because when you only focus on price, you’re treating your brand like an expense instead of an asset. And that’s where businesses end up paying twice. Once for the cheap logo, and again when they realise it’s not working.

In this episode, I ask a pretty blunt question: is your branding actually doing its job...is it s**t? Or is it quietly holding your business back? I diagnose the common signs I see all the time, like inconsistent messaging, forgettable visuals, and brands that look fine on the surface but don’t give people a real reason to choose them. It’s not about whether your logo looks good. It’s about whether your brand is clear, consistent, and easy to recognise. I also dig into why so many businesses get stuck focusing on the wrong things, obsessing over colours and logos instead of building a brand that actually works in the real world. Branding should be something you can step back and assess objectively, not just something you “feel” is right. Because at the end of the day, better branding isn’t about making things look better. It’s about making your business perform better, with a brand that people can understand, remember, and choose.