— Branding Edition —
The no-fluff decision framework that tells you, clearly and quickly, whether your branding is working hard enough — or whether it's quietly costing you clients.
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Not because it's complicated. Because you've stopped seeing it. You built it, you put it live, you moved on. But your ideal client is seeing it fresh — and they're making a decision in seconds.
Kill It or Build It gives you a clear-eyed system to audit your own branding without the six-hour spiral or the expensive rebrand you might not actually need.
This isn't a questionnaire that spits out a score. It's a thinking framework — built in Notion — that walks you through the elements of your branding systematically, so you can make a real decision about what stays, what changes, and what gets killed.
Examine your positioning, values, messaging, and visual identity through the eyes of your ideal client. Is it doing what it needs to do?
A set of pointed, structured questions for each branding element. Designed to cut through familiarity bias and surface honest answers.
Map your answers into a clear kill / keep / build outcome for each element. No ambiguity. No "probably fine." An actual decision.
Turn your decisions into a prioritised list of changes — what to tackle this week, this month, and what you can safely leave for later.
Logo, colour palette, typography, imagery — are they consistent, intentional, and positioned correctly?
What you say, how you say it, and whether your copy is doing the work of converting browsers into buyers.
Are you clearly positioned, or could you swap out your logo with a competitor's and no-one would notice the difference?
Does your brand speak to the people you actually want to attract — or the people you used to work with?
Website, social media, email — is your brand showing up consistently or fracturing across platforms?
Is your branding scalable — or will it need a full overhaul the moment your business evolves?
Use it on your own brand before offering brand audits as a service. Or use the framework as a client-facing tool.
You've been meaning to revisit your brand for six months. This is the structure you need to actually do it — in a focused afternoon.
Your expertise is visible. Is your brand? This framework helps you audit whether your branding is doing justice to the quality of your work.
Audit your brand identity, messaging, and positioning. Know what stays, what changes, and what goes.
£29The same decision-framework applied to surface pattern and print design — collections, clients, and direction.
See this edition → £29