Insights · 30 September 2026 · 1 min read
A brand is what you repeat
Why consistency beats cleverness, and what to decide once so you never decide it again.
A brand is not the logo. It is the hundred small decisions you make the same way every time: how you write, what you photograph, which colour you reach for.
Decide them once, write them down, and the brand gets stronger with every email you send.
