Author: Peter Kelly

Design without purpose is just decoration. Businesses need creatives, not decorators. Why is that you might ask? A creative designer for over 20 years, I've seen my share of surface-level brands. Lack of awareness, poor differentiation to false self-perceptions, poor conversion rates, low engagement and

Work 'Principles' "Principles are fundamental truths that serve as the foundations for behaviour that gets you what you want out of life. They can be applied again and again in similar situations to help you achieve your goals." Quote by Ray Dalio: 'Principles' There are no

Brand Positioning Brand positioning is essentially about how people perceive you and your total brand offering. Yep, you did read that right "Total Brand Offering". It's not just one thing, it's everything about you and your business that is evaluated consciously & subconsciously. Positioning requires

The Ideal Customer If your business is dependent on customers choosing you, you must have a clear understanding of your customers to achieve success. The ideal customer is that individual who feels your brand has no equal in their heart and mind. It's their default

Customer Choice Business success can really be boiled down to one guiding principle: 'Customer Choice' The more people choose you, the greater your chance of success. The more they don't... well, you get the gist. The reality of business success is honestly that simple. What