Many service-based businesses reach a stage where something no longer feels fully connected. The work has evolved, the expertise has deepened, and clients are becoming more sophisticated. But the brand still feels tied to an earlier version of the business.This often...
Many service-based businesses assume that if the work is good enough, clients will naturally recognise the value. And sometimes, especially in earlier stages, that is true when most clients come through personal referrals. But as businesses grow, the brand needs to do...
Many businesses assume a brand audit is about identifying what looks outdated: The website needs refreshing.The messaging feels inconsistent.The visuals no longer feel quite right. And sometimes this is the case, but a good brand audit rarely begins with aesthetics....
Many service-based businesses do not begin with a complete brand strategy. They begin with a skill, an offer, a few clients and a way of explaining the work. In the early stages, that is often enough. Work comes through conversations, referrals and existing networks....
Introduction Digital presence is now essential for almost every business. At the same time, there is growing awareness of the environmental footprint of the web, prompting many founders to explore more responsible digital design practices. For planet-positive brands,...
"When you speak to everyone, you speak to no one." This insightful quote by Meredith Hill underscores a core truth in marketing: a message aimed at everyone resonates with no one. When you attempt to appeal broadly, your content inevitably becomes generic, leaving it...
In this article, I write about the importance of having a target audience for coaches. When starting out, many coaches want to help as many people as possible. While this approach feels intuitive, targeting “everyone” isn’t likely to lead to a thriving practice....
I’m Uta –
Brand Strategist for planet-positive businesses and Founder of Carrot and Karma.
The Regenerative Brand Scorecard