Brand therapy
Eight years of sitting with companies and asking what they actually mean, then turning that into decisions people could use. I named it brand therapy in 2022 and wrote it up as a book-length blueprint. It is finished work, and the root the current threads grew out of. A brand is a compass, not a map: that started here.
the method · in my own words
The starting belief, from the field notes:
Most companies think of brand as a marketing asset, something that shapes advertising, design, and messaging. But the best companies use brand as something much bigger: a decision-making framework.
Can brand be a decision-making tool? · Feb 2025
What that clarity actually buys a company:
When a company knows exactly what it stands for, it becomes easier to say no. A company that positions itself as premium won't suddenly chase discount markets. A brand focused on simplicity won't add unnecessary features.
Can brand be a decision-making tool? · Feb 2025
Why the work matters underneath the surface:
The brand problem is rarely about the logo. It's about alignment.
Every business problem is a brand problem · Nov 2022
what it holds · pulled from the notes
related field notes · where it shows up now
the artifact · the blueprint it became
The Brand Therapy Blueprint
The book-length guide the practice became. The full thing lives here, worked through the way I actually run it.