You've just opened an email about the business impact of branding. You're likely interested in the details of brand building, which is why we started this newsletter.
Great recap on branding principles! I noticed that the 3 brand examples all use illustrations in their visuals. Do you think illustrations are essential for creating a unique identity nowadays, or is it just a coincidence that illustrations were a nice style for the 3 selected brands, which all have a playful, friendly vibe? Maybe a topic for the next newsletter :)
Hi Lea! Thanks for your feedback, and glad you liked this issue. You're right, all three brands have illustration at their core, but it's pure coincidence. We believe the principles laid out apply to both B2C and B2B, regardless of their degree of playfulness. Illustrations aren't a must for brands today, but they're useful for explaining complex concepts that photography can't. If chosen, they need to align with the broader brand strategy and have a unique purpose within the design system.
Love the breakdown of how branding fuels both demand generation and long-term market leadership. But here’s the thing—early-stage brands often miss one big piece: emotional stickiness.
Sure, GTM personas and frameworks are great, but at the beginning, people buy into vibes and values as much as the actual product. The brands that cut through (especially in noisy, fast-moving spaces) don’t just position themselves—they emotionally anchor themselves in their audience’s lives.
It’s less about perfecting a broad, polished narrative from day one and more about building moments that feel personal. Early-stage teams that win tend to embrace the messiness by engaging directly with their users, co-creating stories, and letting their audience see themselves in the brand.
And in a world where B2B is blending with B2C energy (thanks to platforms like LinkedIn evolving), that emotional pull isn’t just a “nice to have”—it’s a growth hack.
Would love to see a deeper dive on how brands can build emotional resonance early without over-engineering their identity. Because honestly, the best brands feel like inside jokes you want to be part of.
Great recap on branding principles! I noticed that the 3 brand examples all use illustrations in their visuals. Do you think illustrations are essential for creating a unique identity nowadays, or is it just a coincidence that illustrations were a nice style for the 3 selected brands, which all have a playful, friendly vibe? Maybe a topic for the next newsletter :)
Hi Lea! Thanks for your feedback, and glad you liked this issue. You're right, all three brands have illustration at their core, but it's pure coincidence. We believe the principles laid out apply to both B2C and B2B, regardless of their degree of playfulness. Illustrations aren't a must for brands today, but they're useful for explaining complex concepts that photography can't. If chosen, they need to align with the broader brand strategy and have a unique purpose within the design system.
Love the breakdown of how branding fuels both demand generation and long-term market leadership. But here’s the thing—early-stage brands often miss one big piece: emotional stickiness.
Sure, GTM personas and frameworks are great, but at the beginning, people buy into vibes and values as much as the actual product. The brands that cut through (especially in noisy, fast-moving spaces) don’t just position themselves—they emotionally anchor themselves in their audience’s lives.
It’s less about perfecting a broad, polished narrative from day one and more about building moments that feel personal. Early-stage teams that win tend to embrace the messiness by engaging directly with their users, co-creating stories, and letting their audience see themselves in the brand.
And in a world where B2B is blending with B2C energy (thanks to platforms like LinkedIn evolving), that emotional pull isn’t just a “nice to have”—it’s a growth hack.
Would love to see a deeper dive on how brands can build emotional resonance early without over-engineering their identity. Because honestly, the best brands feel like inside jokes you want to be part of.