Brand is not a logo exercise. It is the reason a stranger trusts a checkout page enough to type a card number into it, and the reason a repeat customer chooses you at the same price.
What we do
What you are for, who you are for, and what you are deliberately not. Written down and used.
Marks, type, colour and rules that hold up across an advert, a page, a parcel and an email.
The sentences the business uses about itself, so every channel is not inventing them again.
Guidelines that a designer, a marketplace listing and a junior copywriter can all follow without you.
What we measure
Every component in the Engine is scored out of 100 against its goal. These are the numbers Branding is judged on.
Where it sits
Section 2 · Website & Branding Performance
Branding sits in Website & Branding Performance, the second section of the Engine. It is the hardest component to score and the easiest to dismiss, which is exactly why it is often the constraint in businesses whose numbers look fine everywhere else.
We will not sell you Branding because you asked for it. If the diagnosis says the constraint is somewhere else, we will tell you that instead, and we will say so in week one rather than in month six.
Questions
It shows up in three measurable places: conversion rate on cold traffic, branded search volume, and repeat purchase rate. If a brand exercise cannot move any of those, it was decoration.
Positioning is, immediately, because it costs nothing to decide who you are for. A full identity rebuild is worth it once paid acquisition is working and the constraint has moved to trust rather than reach.
A logo is one output. The work is deciding what the business is for, who it is for, what it will not do, and then making every advert, page, email and parcel say the same thing.
Yes, if it is sequenced properly. The risk in a rebrand is almost never the design. It is the redirects, the marketplace listings and the customers who no longer recognise the parcel.
Find out whether Branding is what is actually holding you back.
Four weeks, no fee, and a diagnosis of the whole Engine in week one.
The rest of the Engine