Brand Strategy
12 articles from The Currency
Brand Messaging Framework: What It Is and Why Most Companies Get It Wrong
Most brand messaging frameworks don't get used. Here's why they fail — and what the ones that actually work have in common.
How to Choose a Brand Guidelines Provider
If you're running a middle-market company, chances are you need to make some serious brand decisions soon. You want your brand to be clear, consistent, and
Logo Design Cost Factors
How much does it cost to design a logo? That's the question on every founder's mind. And rightfully so. A logo is more than just a visual representation of
How Much Does Rebranding Cost
The short answer is: It depends. But that's not very helpful, is it? Like many things in business, the cost of rebranding is directly related to what you w
Meaning Is the Currency of Our Time
People are gorged on information and starved for meaning. The two conditions are not coincidental. They are causally related. On why meaning has become the scarcest resource in the modern brand economy.
The Shape of a Name
Before the logo. Before the deck. Before the pitch. There is a name. And in the name, a small cosmology. On what it means to name something with intention — and why the best names are never accidents.
Brand Positioning Strategy: Why the Work Happens Before the Messaging
Most positioning problems aren't messaging problems — they're clarity problems. Here's why the real work of brand positioning happens before you write a word.
What Brand Strategy Costs at the Middle Market, and What You Are Actually Paying For
What brand strategy costs at the middle market, the three engagement tiers founders actually face, and what each price is really buying for the business.
Post-Funding Brand Decisions: What to Build After the Round Closes
After a round closes, the brand instinct is to spend fast. Here is the order of brand decisions post-funding founders should actually make, and when.
Embedded Brand Partner, Agency, or In-House Hire: How Founders Should Decide
Agency, internal hire, or embedded brand partner? A founder's framework for matching the brand engagement model to the real problem at hand, and why.
What Embedded Brand Strategy Actually Costs
Embedded brand strategy cost, broken down by tier: Clarity Sprint, Brand Foundation, and Brand Ecosystem — what each includes and who it's actually for.
What to Look for in Brand Guidelines
As a founder or CEO, you know that your brand is more than just a logo. It's the essence of your company, the promise you make to your customers, and the s