A business launches. Growth is fast. The ads convert, the leads flow in, everyone's thrilled with the numbers. Then, without warning, it slows down. The same ads stop performing. Cost per acquisition creeps up, then keeps climbing. Sales and marketing start pointing fingers at each other, and at the product, and at the market.
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There’s something addictive about rooting for the underdog. Challenger brands (those sharp, category-disrupting businesses that refuse to play by the big players’ rules) are reshaping entire industries. Not with bigger budgets.
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Everywhere around us (well, maybe not everywhere, there’s still loads of bad design out in the wild), we see design that’s technically proficient. Aesthetically pleasing composition, good hierarchy, nice white space, accessible colours, mobile-optimised layouts, and so on. On paper, it’s good design.
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Design is for humans. It will always need to be understood and related to on a human level. AI is a powerful tool, as a tool. Not replacing people. Not as a designer.
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But yet, there are still businesses that successfully exist entirely outside of these rules. On paper, they’re offering the same product or service as their competitors. But they’re more trusted, more reputable, more known, and more liked. And they charge more because of that. So, what do they have that others don't?
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We often think (particularly in the world of B2B marketing), that purchase decisions are based around facts, figures and logic. However; research consistently shows that around 95% of purchasing decisions are emotionally driven. What this means is that it's emotional drivers that dictate buyer behaviour, with logic as the follower, not the leader.
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For years, businesses have poured enormous energy, time and money into performance marketing. This is the kind of advertising that’s set with the intention of an immediate sale, click, or conversion. But if 84% of people already have a brand preference before they even consider options, performance marketing isn’t doing what most people think it is.
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This is part of the growing movement of digital minimalism. Driven by fatigue, mental health awareness, and a desire to be more present, people are reassessing how (and how much) they engage online. For brands, this trend is both a warning sign and an opportunity.
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People are no longer searching the way they used to. They stopped scrolling through search results and started going straight to AI (ChatGPT, Perplexity, Claude etc) to get immediate, summarised answers without ever touching your website. No links. No traffic. No attribution. Just *vibes* and a perfectly formed response that *may or may not* be lifted from your content.
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Price increase isn’t a simple adjusted number, it’s a brand shift. You're suddenly positioned differently in the minds of your customers, placement among your competitors may alter and brand loyalty shows it's true colours.
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Yes, your audience might wear suits and speak fluent spreadsheet, but they’re also humans who scroll memes, binge Netflix, and cringe at corporate jargon just like the rest of us.
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If your website is functioning more like a digital shop window, rather than a revolving door of sales, engagement and quality leads, it may be worth a trip down Analytic Lane. Without regular check-ins on website performance, you’re almost certainly missing out on opportunities to optimise and convert more website visitors.
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Put simply, brand marketing is the work that focuses on developing brand awareness, customer affinity, consumer attitudes and perceptions of the business. From developing a strong brand identity and personality, it continues to drive home brand differentiation, ethos and character. Brand building aims at generating emotional connections with consumers and ultimately increases brand equity.
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Business values can seem completely arbitrary, and often pointless when spouted out into the ether of company messaging, lofty goalkeeping and unmet promises. However, there is genuine rhyme to the reason in the defining of brand values.
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It’s easy to think of branding as simply pasting your logo across every business-related object and digital asset. As attractively straightforward as that sounds (and as easy as that would make my job), it's far from the reality - or the reality of what truly builds brands.
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In today's competitive business environment, many companies find themselves hitting a wall after the initial success of a product or service launch. Most businesses with a product or service that meets a real unmet need in the market quickly run out of customers (often within 3 years) because they actually fail to meet future demand.
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One of the most valuable things we can do as business owners to nurture our own personal growth is being willing to learn from others, to be sponge - open to new perspectives and glean all we can from those around us.
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Rather than serving as a tool to communicate "this is my business and that is your business", we've developed brands that make all our cattle look the same. It's almost as if we're trying to succeed through association with already successful businesses in our industries.
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We ALL come across blindspots in our businesses. These are the spaces where we know something isn't quite working or fitting right, but we're struggling to figure out exactly what that thing is OR how to go about fixing it. Sometimes it takes an external opinion or time and space away from the day-to-day to break down your blindspots and highlight a clear path forward.
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Your website is one of your most important marketing assets and your primary online communication with your customers. In most industries it's also one of your main sales tools and a real contributor to your bottom line.
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Hindsight is a beautiful thing, especially in business. We start out green and slowly work out how to strategise, optimise and build the business we'd dreamed of. Five years in now, with the trials and errors, the wins and losses and a fair few harsh learnings behind me, there are a lot of things I'd approach differently if I were starting Forme all over again.
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Like many businesses, are you fed-up with your email inbox, contact forms and hottest leads being flooded with under-qualified, non-committal tyre-kickers? You're not alone. Queue the High School Musical 'We're all in this together' track...
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hen we're working through brand applications with clients mid rebrand, this question comes up almost every time. Do business cards still matter? Is a printed brochure worth it? Should we be spending anything at all on physical marketing when the digital equivalent costs a fraction of the price?
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As a business owner, crafting impactful, strategic social content can be a time consuming chore, and one that often produces minimal results. Usually that's not a discipline problem. It's a framework problem. Posting consistently without a structure underneath it just means producing more of something that wasn't working.
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Every brand needs a purpose and every business needs a mission. Why? Because a business without one has nothing to fall back on when the decisions get hard. What is your core identity? What do you hold onto in a tough year? What tells you which of two good opportunities is actually yours to take? This is the why within the brand.
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Every few years, business gets hard. A pandemic, a recession, a cost of living squeeze, a technology shift that rewrites how an entire industry works. The specifics change. The pattern doesn't. And the pattern is this. Conditions tighten, customers get cautious, decisions take longer, and a lot of good businesses quietly slide from being the obvious choice to being one of several.
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Whether you're starting a new business, a seasoned entrepreneur or re-launching a brand, you NEED a website that communicates with your target market and converts visitors into paying customers. But the job that website is doing has quietly changed, and most sites are still built for the job it used to do.
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Brand development costs money. Because done properly, it changes what your business is able to charge, who it attracts and how easily it sells. Not because it made you look nicer, because it made you make sense to the right people.
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Navigating your competition within business is a fine art. You can either constantly be comparing your business to others and feeling as though you’re not innovative enough, progressed enough or efficient enough. OR you can learn to have an edge over your competitors and supercharge your own trajectory.
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Your brand messaging is a foundational element of your brand, ultimately communicating the heart, mission and purpose of your business. Defining how you communicate your brand is key to ensuring consistency, building trust and connecting with your target market.
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Not in a vision board sort of way. I'm not here to tell you to manifest your revenue. Mindset matters because it quietly makes decisions for you, what you say yes to, what you charge, how you react when a client is difficult, whether you cut the corner at 4:55pm on a Friday. Nobody sees those moments. They just add up into what your business becomes.
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Wherever you're sitting right now, there's someone doing roughly what you do, for roughly the people you do it for, probably charging less for it. It's crowded. It's loud. And the honest question most business leaders are asking isn't "how do I grow", it's "how do I get noticed at all?"
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A beautiful feed isn't the differentiator it used to be. Templates are everywhere, everyone's colour palette is considered, and looking good is now the entry fee, not the advantage. Aesthetics get you past the scroll. Value is what gets you saved, shared, remembered and eventually, hired.
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