In this episode, host Lee Smalt welcomes Ashton Hauff, co-founder of Bismarck-based branding studio The Good Kids, for a conversation on brand strategy and its role in the creative process.

This episode covers:

• Strategy as the foundation for creative work: Building a strategy phase into every project — before any visual work begins — gives both the creative team and the client a shared vocabulary and a clear framework for decision-making, reducing subjective disagreements and last-minute surprises.
• The "Slingshot Method": The Good Kids structures their process in three phases — strategy, creative, and activation — with strategy serving as the launch point that makes everything downstream smoother and more intentional.
• Four pillars of brand strategy: A thorough strategy examines the company, its customers, its competition, and the broader cultural context, ultimately distilling those findings into a singular brand idea and an emotionally compelling brand story.
• Distinguishing brand strategy from marketing strategy: Brand strategy defines who you are, what you believe, and how you look and sound; marketing strategy builds on that foundation to determine where and how you show up to reach your audience.
• Clients want to be passengers, not drivers: Most clients want confidence in the process more than control over it. A structured strategy phase helps clients trust the creative team to lead, while still feeling involved and heard throughout.
• Handling pushback on strategy: Rather than selling strategy as a separate service, bundling it into core packages reduces friction. When clients push back, asking about their business goals and long-term investment in things like signage or websites often helps illustrate why upfront strategy saves money down the road.
• Knowing when to walk away: Maintaining an internal red flag list helps identify difficult client relationships early. For borderline situations, adding a percentage to the project bid can offset the extra friction — but some clients simply aren't the right fit.
• Applying your own process to yourself: Using the same strategy frameworks on your own business — even if it takes longer to prioritize — leads to clearer positioning and stronger client alignment over time.

Upcoming Events/Schedule:

• Game night was postponed — a new date will be announced in the Monday Meeting Discord
• Next week's guest: New York-based art director Mary Hawkins, continuing the conversation on strategy and visual branding

Visit MondayMeeting.org for this episode and other conversations from the motion design community!

SHOW NOTES:

• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Monday Meeting Patreon⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Monday Meeting Discord⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠MondayMeeting LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠MondayMeeting Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠MondayMeeting Bluesky⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠MondayMeeting Newsletter⁠⁠
• 
  
• Ashton’s LinkedIn
• The Good Kids