THE JOURNAL
Ideas on brand,
story and strategy.
Essays, guides and honest thoughts on what makes a business memorable — from the team that finds those stories for a living.
FEATURED · BRAND DESIGN · 8 MIN READ
The Difference Between a Logo and a Brand — and Why It Matters for Your Business
Most businesses think they need a logo. What they actually need is a brand. Here’s what separates a mark on a page from a story people remember — and how to build the latter.
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WEBSITE · 6 MIN
Why Your About Page Is the Most Important Page on Your Website
Most businesses bury it. The ones people remember treat it like the opening chapter of a book.
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SEO · 10 MIN
The Truth About SEO That No One Tells Small Businesses
It is not about keywords. It is about trust. Here is what six to nine months of real SEO looks like.
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PERSONAL BRANDING · 5 MIN
Why Ghostwriting Is Not Cheating — It Is How Thought Leadership Works
Every CEO you follow on LinkedIn probably has help. Here is why that is completely fine — and how to do it with integrity.
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SOCIAL MEDIA · 7 MIN
Social Media Myths We Need to Stop Believing
Posting at 6pm. A reel a day. Hashtags as strategy. Let’s dismantle the noise and talk about what actually builds an audience.
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STORYTELLING · 9 MIN
How to Find the One Story That Your Entire Brand Runs On
Every business has a founding truth. Most businesses have never said it clearly. Here is how to find yours in under an hour.
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SEO & CONTENT · 12 MIN
What Is Topical Authority and Why Does It Matter for Your Website?
Google does not just rank pages — it ranks expertise. Here is how to build authority that keeps working after you stop publishing.
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BRAND DESIGN · 6 MIN
Five Elements of a Brand That People Actually Remember
Memorability is not an accident. It is a system — and most brands get at least two of these five elements completely wrong.
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WEBSITE · 8 MIN
How to Write a Homepage That Actually Converts Visitors Into Clients
Your homepage has six seconds to answer three questions. Most homepages answer zero. Here is the structure that works.
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PERSONAL BRANDING · 7 MIN
The CEO Who Stopped Hiding Behind the Company Name
What happens when the person behind a business becomes more visible than the business itself — and why that can be the right move.
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