Sculpting your Brand

Imagine stepping inside of your ideal customers’ mind and finding yourself inside a huge art gallery.

Within it are hundreds of sculptures dotted across the space.

Some are abstract and bold, others are traditional and figurative.

Some are huge and imposing, and others are small and understated.

Over there in the corner sits a giant hunk of clay, unformed, indistinct and rounded.

You walk around it. Inspecting it. But it doesn’t matter which angle you look at it, it’s difficult to understand what it is and what it’s supposed to represent. What does it say?

It’s undeveloped.

You ask yourself who this could appeal to and why does it even exist. Eventually you come to the conclusion that it's just an unformed blob and it means nothing to anyone.

This is your brand before you’ve worked on it.

It exists, but it's not effective.

It doesn’t say anything to anyone. It might be forgettable or, even worse, it might work against what you're trying to say.

Your task - and mine - is to sculpt that clay into something sharp, distinct, recognisable, and something that your audience loves.

By intentionally crafting, carving, moulding and shaping the clay, we will create a clear image of your brand in the minds of your audience.

They will know who you are, what you stand for, and why they should care.

As you lean into the process, defining and refining along the way, you will find that your brand will reveal itself in the clay.

Each thought exercise, brand-building activity, and question we ask ourselves will bring that picture to life and form that solid, tangible and recognisable sculpture.

It won't appeal to everyone, but a lot of people will adore it.