Good Brand Consultants
Brand strategy is business strategy.
Visual and verbal identity reference. Hex values marked ⚠ are approximate — confirm from source files before production use.
is business strategy.
The problem isn't execution. It's that brand was never treated as strategy in the first place.
Default — documents, print, light backgrounds
Reversed — dark or strongly coloured backgrounds
Report covers and high-impact contexts
The Good logomark (good_logo_retro.svg) is a custom wordmark — not set in Akzidenz-Grotesk Pro. Thick, rounded strokes with a characteristic curl on the "g" and near-circular "oo". The full lockup (good_logo_new.svg) spells out "Good Brand Consultants" as paths. Always used at appropriate scale. Never stretch, recolour outside approved variants, or apply effects.
Style
- Candid professional workspace — not posed or staged
- Warm, natural tones — not over-processed or heavily filtered
- Human-focused — people working, thinking, collaborating
- Relaxed and authentic — confident but not corporate stiff
- Shallow depth of field preferred — subject in focus, context soft
What to avoid
- Stock photography clichés — handshakes, pointing at whiteboards
- Over-lit, over-saturated images
- Abstract tech imagery (circuit boards, glowing networks)
- Formal headshot style for team photography
- Heavy colour grading or stylised filters
Style
- Hand-drawn or digital flat style — clean outlines, minimal depth
- Simple, uncluttered forms — abstract figures, hands, devices
- Approachable and modern — never cartoonish, never clip art
- Used to explain concepts, not decorate pages
Illustration palette
#6FD9B5 ⚠
#D4C5E0 ⚠
#A0A0A0 ⚠
#FFFFFF
- Always shown unaltered — no recolouring, scaling distortion, or effects
- Used as credibility evidence alongside case study content
- Displayed in monochrome or original colour depending on layout context
- Never used in a way that implies endorsement beyond the client relationship
Positioning work has to come before identity work. Not alongside it.
Positioning clarity is a commercial outcome.
Not a marketing exercise. The identity just makes the thinking visible.
Secondary section backgrounds and supporting content — softer alternative to cream.
Content cards against cream backgrounds. Thin 1px border. No border-radius — sharp corners throughout.
White background. Default card surface against cream. 1px border.
The default page background. Warm, never pure white.
Secondary surface — softer, used for supporting sections and alternating layouts.
High-impact. Used for hero areas, positioning statements, key framework panels.
Used sparingly — cover pages, hero callouts, primary CTA backgrounds. Never as a large neutral surface.
The companies that treat brand as strategy don't just look better — they win more, retain more, and hire better. It compounds.
VisionWhere we're going
MissionWhat we do and for whom
ValuesHow we behave and decide
The VMV pyramid is the foundational framework used across all brand strategy engagements. Vision at the apex — aspirational and directional. Values at the base — the behaviours that make the vision credible.
Customer insightWhat does the customer actually need?
Positioning statementWhat is the single most important thing we can say?
Proof pointsWhat evidence makes this credible?
So what?Why does this matter to the buyer, right now?
Simple, monolithic architecture. Parent brand leads. No sub-brands or independent product brands unless strategically justified.
Need to stop sounding like everyone else in the category.
Good helps B2B tech companies build the strategic foundation that makes brand work commercially — not just visually. Positioning first. Identity follows.
The wordmark has fixed proportions. Never scale axes independently.
Logo always on flat, single-colour backgrounds from the approved palette.
Body text here
Coral is an accent. Used sparingly for callouts and covers — never as a neutral body background.
Brand strategy is business strategy.
No serif typefaces. Akzidenz-Grotesk Pro only — in the correct cut for each role.
Only approved palette colours. No ad hoc colour introductions outside the brand system.
"We are so thrilled and excited to share our passion for helping amazing brands achieve their full potential on this incredible journey together!"
If it reads like a LinkedIn influencer wrote it, cut it.
"The multifaceted nature of brand equity necessitates a holistic approach to strategic positioning frameworks within the B2B technology ecosystem."
If you wouldn't say it in a client meeting, don't write it.
Useful.
Diagnoses a real problem. Doesn't gesture at answers — provides them.
Readable.
Short sentences. Varied rhythm. Never verbose to signal intelligence.
Actionable.
The reader leaves with something to do or something to reframe.
Yes, a post from a brand consultancy about how to keep your brand project on track. Now, the easy post would be about hiring us to get it done. Easy but not useful.
Take a whisky website and swap the logo with another and see if it feels right. (Spoiler: it'll feel fine.) That's the problem with brands that rely on aesthetics over positioning.
Ditch the brand purpose.
Be purposeful in your responsibilities.
| Avoid | Do instead |
|---|---|
| Circular paragraphs — same point multiple ways | Say it once, cleanly, and move on |
| Verbose language to signal intelligence | Cut it. Shorter is smarter |
| Performed warmth | Pull back — real warmth doesn't announce itself |
| "Here's the thing" and similar throat-clearing | Delete. Start with the thing |
| Summary endings that recap | Extend or reframe instead |
| Academic register — long words, passive voice | Write like you'd say it in a client meeting |
- —Opening line does the work of a headline — no easing in
- —Short paragraphs — one idea per block, white space between
- —No hashtag stacks — one or two relevant tags at most, at the end
- —Ends on a reframe or a question — never a CTA disguised as an insight
- —150–300 words for standalone posts; longer for articles
- —Same voice — direct, dry, useful — but posts are punchier and more immediate
- —Journal articles go deeper; LinkedIn posts make one sharp point
- —Personal perspective visible — "we" and "I" are both fine contextually
- —No performance of authority — the work speaks
Most B2B brands don't have a creative problem.
They have a strategy problem that shows up in their creative.
The brief says "highlight our differentiators." The differentiators are the same ones every competitor claims. The creative does its best with what it has. The ad scores one star.
Fix the positioning. The creative fixes itself.
#B2BBrand #Positioning
Brand strategy is business strategy.
Dark or Coral bg, single statement, no decoration.
Remarkably opinionated.
Used for quotes, key stats, and personality moments.
Candid workspace
Warm tones
Human-focused
Same photography rules as print — authentic, not staged.
| Avoid | Why |
|---|---|
| Emoji-heavy posts | Undermines the direct, no-nonsense voice |
| "Excited to announce…" | Performed enthusiasm — start with the thing, not the feeling |
| Hashtag stacks (5+) | Looks desperate for reach, dilutes the message |
| Motivational quote tiles | Generic content — Good should have an original point of view |
| Engagement bait ("Agree?") | Contradicts the brand personality — don't fish for validation |
| Stock imagery | Same rules as print — authentic photography or text tiles only |
B2B Brand Strategy & Positioning
We believe that brand strategy is business strategy.
Remarkably opinionated. Surprisingly good company.
Brand as business strategy
Not a marketing exercise. Not a rebrand. The commercial lever that makes everything else work harder.
B2B brand is underinvested
Companies at Series B and beyond still treating brand as a budget line item rather than a strategic priority.
Creativity matters in B2B
77% of B2B ads score one star. The ones that don't are the ones that understand brand.
VMV as foundation
Vision, Mission, Values. Everything else — architecture, positioning, identity — builds from here.
Total Brand Review
Audit of the full brand — strategy, architecture, identity, and activation.
Brand Strategy (Foundations)
VMV, positioning, and brand platform — the strategic base.
Brand Architecture & Naming
Portfolio organisation and naming systems that scale.
Product Positioning
Positioning for specific products or solutions — built from customer insight.
Creative Brand Expression
Visual identity and creative direction — the brand made visible.
Brand Clarity Report
Rapid diagnostic — a defined starting point for brands that need clarity fast.
Screen sizes (px) and document sizes (pt) are not the same unit. Web body copy is 15–16px. Document body copy is 10pt. Never copy a px value into a pt field — the result will be oversized and unprofessional.
Document Type Scale Page SetupA4
- 210 × 297mm
- Margins: 2cm all sides
- Body column: 170mm wide
US Letter
- 8.5 × 11in
- Margins: 0.8in all sides
- Body column: 6.9in wide
Good Brand Consultants · Proposal
The Objective
Phase One
To create a clear, credible and scalable brand presence that reflects the quality and rigour of your work — and converts increased visibility into meaningful conversations.
We've structured this as a focused first phase, prioritising what matters now without overbuilding. The emphasis is on clarity, credibility and speed.
Good Brand Consultants · goodbrandconsultants.com · Page 1
Web / Screen (px)
Heading
Subheading label
Body copy at 16px. Comfortable for screen reading. Would be massive in a Word document.
Caption at 11px
Document (pt)
Heading — 13pt
Subheading — 10pt condensed
Body copy at 10pt. Correct for a professional document. Tight, readable, precise.
Caption at 8pt