Brand Strategy Unwankified
Episodes
117. What If You're Not Cut Out for Brand Strategy?
26 Nov 2025
Contributed by Lukas
What if you're not cut-out for brand strategy? What if you get it wrong? What if it takes too long? What if people think you're a fraud? There are so ...
116. This Small Upgrade Will Transform Your Positioning Strategy
18 Nov 2025
Contributed by Lukas
If I could only give a client one thing to create the most strategic clarity, it would be positioning. It's the one thing that gets to the heart of (a...
115. The 3 Hard Skills You Need in Brand Strategy
10 Nov 2025
Contributed by Lukas
Designers always want to know... “what am I missing in my brand strategy process?” Usually it's the same things... the 'hard' skills. They already...
114. Can You Offer a Lite Version of Strategy?
23 Sep 2025
Contributed by Lukas
Is it possible to offer a 'lite' version of brand strategy without cutting corners or lowering your standards? You can’t just leave bits out of bran...
113. Becoming a Brand Strategist with Jacob Cass
09 Sep 2025
Contributed by Lukas
In this episode, I had the pleasure of talking shop with Jacob Cass. We cover a lot of ground, including: • Jacob’s own journey from brand desi...
112. Why I Skip Brand Archetypes
03 Sep 2025
Contributed by Lukas
Brand archetypes are everywhere—but are they really helping your strategy? In this episode of Brand Strategy Unwankified, I share why I don’t use ...
111. How Women Succeed in the Design Industry with Anna Dower
19 Aug 2025
Contributed by Lukas
In this podcast, I welcome one of the founders of The Designer Boss Summit, Anna Dower. We go deep into the female experience in the design industry. ...
110. Brand Strategy Can't Predict the Future
01 Jul 2025
Contributed by Lukas
We’ve been told that design should be quicker and more decisive. That strategy should make things certain and predictable, and guarantee success. I ...
109. 5 Simple Ways I've Uplevelled My Brand Strategy
24 Jun 2025
Contributed by Lukas
If you’re already offering brand strategy and wondering how to sharpen your process, this episode’s for you. I’m sharing 5 practical shifts I’...
108. Crafting a One Page Brand Strategy
13 Jun 2025
Contributed by Lukas
Ever handed over a 30-page brand strategy doc no one read? Let’s fix that. In this episode I'll share an approach your clients will love you for: •...
107. Pricing to Make More Money with Your Pricing Queen
02 Jun 2025
Contributed by Lukas
Jaz, aka Your Pricing Queen, sharing all her wisdom on pricing your creative work. In the value packed episode we cover: • Mistakes creatives make w...
106. Design Gaps that Strategy Fills
27 May 2025
Contributed by Lukas
Design isn’t just about what looks good, it’s about what works. But when strategy’s missing, there are gaps you can drive a bus through. Vague...
105. One Offer You Need to Turn Lurkers into Hot Branding Leads
20 May 2025
Contributed by Lukas
Build a brand audit offer and attract clients pre-disposed to purchasing strategic services: In this episode: • The purpose of a brand audit offer •...
104. What Clients Think 2025 with Carol Mackay
12 May 2025
Contributed by Lukas
Listen to Carol Mackay sharing her take on the latest design industry report by Up To The Light: What Clients Think 2025. We explore: • The impact a...
103. 10 Steps to Create Strategic Case Studies that Sell
06 May 2025
Contributed by Lukas
Are your case studies costing you strategic credibility? If they read like a design diary: client needed a logo, you made it, they loved it, it’s ti...
102. The Missing Piece in Your Solo Studio
28 Apr 2025
Contributed by Lukas
If brands aren’t built in a vacuum, why are so many brand designers trying to create them in one? In this episode, I explore the hidden challenge mo...
101. Filtering: The Essential Strategy Skill No One Talks About
22 Apr 2025
Contributed by Lukas
If you think brand strategy is about adding more... think again. In this episode, I’m sharing the one skill that instantly makes you more strategic...
100. Lessons From 25 Years (and 100 Episodes) in Brand Strategy
15 Apr 2025
Contributed by Lukas
For this 100th episode, I’m sharing 12 lessons from 25 years of working in branding. This isn't just the process of strategy, but what it really mea...
99. How to Dovetail Strategy into Your Brand Design Process
07 Apr 2025
Contributed by Lukas
Not sure how to fit brand strategy into your design process? This is the episode for you: Why strategy doesn't have to be as complex as you think ...
98. Attract Clients Ready for Brand Strategy
03 Apr 2025
Contributed by Lukas
Struggling to position yourself as a brand strategist? Finding clients don't want to or aren't ready to buy brand strategy services? In this episode, ...
97. Rethinking Customer Avatars
26 Mar 2025
Contributed by Lukas
Over-engineered avatars are the brand strategy equivalent of a chocolate teapot - seems fun, but not fit for purpose. In this episode, I'm rethinking ...
96. Simple Brand Strategy Minus the Buzzwords
21 Mar 2025
Contributed by Lukas
Brand strategy is full of buzzwords, but does it need to be? In this episode, I share a straight-forward approach to developing strategies that are ...
95. The Evolution of The C Word Podcast
21 Mar 2025
Contributed by Lukas
The C Word Podcast is evolving! Welcome to Brand Strategy Unwankified, a no-BS space for brand designers and creators who want to learn brand strate...
94. Email Marketing 101 for Designers
05 Jun 2024
Contributed by Lukas
Email marketing... are you doing a bit or none at all? In this episode of The C Word Podcast I share my perspective on the 3 key questions I think des...
93. When Your Client Doesn't Value Brand Strategy
20 May 2024
Contributed by Lukas
In this episode I share the one thing you need to do if you find your clients don't value or want to buy brand strategy. You need to make ‘ownership...
92. Getting Your Design Work Signed Off First Time
16 Apr 2024
Contributed by Lukas
Sometimes the design work just isn't right, but that's not always the case. In this episode I share some of the other reasons clients don't sign off f...
91. My Shittiest Client Experiences
11 Apr 2024
Contributed by Lukas
This episode is part therapy session, part cautionary tale and part paying it forward so you can learn from my mistakes. First, let's be real, having ...
90. ChatGPT and Brand Strategy: Can You Outsource Your Creativity to AI?
02 Apr 2024
Contributed by Lukas
With so many tools and custom prompts to support AI generated content and solutions, I want to ask if AI can make you more creative. It can make you m...
89. The No1 Reason Your Content Isn't Connecting With Your Audience
27 Mar 2024
Contributed by Lukas
Would you rather lots of engagement with your content from people who will never buy from you or a small amount of engagement from people who will buy...
88. What to Include in a Brand Strategy Presentation
26 Mar 2024
Contributed by Lukas
Not sure what to include in your brand strategy presentations? This is the episode for you. I take you through my own presentation format step-by-st...
87. Your Worth vs Your Value
22 Mar 2024
Contributed by Lukas
In this episode I'm calling out the 'charge your worth' messaging that is infecting the coaching space. I believe this kind of messaging is click b...
86. Creaticise Your Life
15 Mar 2024
Contributed by Lukas
In this episode, I pick apart into what inspires and fuels my creativity day-to-day. Inspired by the 'Romanticise Your Life' movement, I explore the ...
85. Your Big Fish Offer
06 Mar 2024
Contributed by Lukas
If you want to stand out, cut-through, have high perceived value and be more profitable, your 'Big Fish Offer' is a very good place to start. In this ...
84. The 7 Brand Strategy Mistakes Devaluing Your Offer
16 Feb 2024
Contributed by Lukas
Brand strategy mistakes aren't a problem as long as you learn from them. In this episode I cover the 7 most common mistakes brand designers make when ...
83. My 5 Pillar Brand Strategy Research Framework
08 Feb 2024
Contributed by Lukas
Your creative or strategic work is only as good as your research. In this episode I share my 5 pillar brand strategy research framework: 1) Stakeho...
82. Should Designers Do Brand Strategy?
31 Jan 2024
Contributed by Lukas
Traditionally there is a hard line between brand design and brand strategy. But I don't believe this should be the case at all. In fact, you have no b...
81. Uncomplicating Business: 4 Places to Focus Your Energy
05 Jan 2024
Contributed by Lukas
I’m craving simplicity in my design business, which made me think maybe you are too. So I put my thinking cap on and pulled out what I think are the...
80. I Said What I Said: My Flavour for 2024
24 Dec 2023
Contributed by Lukas
This episode of The C Word is a reflection on: 1) My word for the year in 2023 and 2022 2) My word for 2024 3) What my choice means for how I want ...
79. Investing Your Marketing Energy for Results with Bec Chappell
15 Dec 2023
Contributed by Lukas
On this episode of the C Word podcast I cosy up with the energetic marketing firecracker Bec Chappell. We talk about marketing as an energetic resour...
78. Where My First 6 Clients Came From
06 Dec 2023
Contributed by Lukas
One of the most common questions I get asked is where do I find clients. In this episode I share where my first 6 clients came from and what that’s...
77. What You Need to Create a Passive Income
24 Nov 2023
Contributed by Lukas
Passive income for designers is equal parts misconception and great opportunity. First, let’s not call it passive income. Passive implies no actio...
76. Over-Thinking and Over-Investing in Studio Systems
17 Nov 2023
Contributed by Lukas
Have you been over-thinking and over-investing in your studio systems? In this podcast I talk about: ~ Why apps and systemisation have become a stat...
75. Amplify Your Story Through Imagery with Grace Costa
04 Nov 2023
Contributed by Lukas
Imagery is a crucial part of your brand, even more so as a creative. In this episode of The C Word I have a super informative chat with Grace Costa,...
74. Should You Put Your Prices on Your Website
31 Oct 2023
Contributed by Lukas
As a designer, should you put your prices on your website? It’s a very common question. In this episode of The C Word I chat about: ~ My own ...
73. Take SEO Out of the Too Hard Basket with Karlie Plowman
19 Oct 2023
Contributed by Lukas
SEO for designers is just as important as any other industry. It's time to take it out of the too hard basket. Whether your SEO's a bit S.H.I.T. or...
72. How Many Design Concepts Should You Present?
13 Oct 2023
Contributed by Lukas
How many design concepts should you present? Designers often want to know what's the perfect number? What's best-practice? What's everyone else d...
71. Website Development as a Revenue Stream with Nikki Hamilton
03 Oct 2023
Contributed by Lukas
On this episode of The C Word podcast I have a fab chat with Nikki Hamilton from Seedling Digital. We dive onto the opportunity for designers to cr...
70. Getting Found Part 2 - Volume and Value
26 Sep 2023
Contributed by Lukas
In episode 68 of The C Word, I shared my insights on standing out in a crowded market, focusing on the 4 key opportunities to leverage. But there’s ...
69. Getting Found Part 1 - Visibility
26 Sep 2023
Contributed by Lukas
There’s almost no point in focusing on building your brand to stand out if you can’t be found, seen or heard. In the previous episode (#68), I sha...
68. Standing Out in a Crowded Industry
04 Sep 2023
Contributed by Lukas
How do you stand out in a crowded industry? That’s probably one of the most crucial questions for any business owner. Surprisingly the answer is ...
67. Your Ego and the Impact on Your Business
16 Aug 2023
Contributed by Lukas
Self-concept, also called self-image, self-identity or ego, is at the centre of just about everything we do. It's a powerful force and can propel you ...
66. Grow with Brand Strategy Inspired Income Streams
30 Jul 2023
Contributed by Lukas
There are lots of way to create an income from brand strategy related services, it doesn’t have to be an all in brand strategy process. In this e...
65. Strengthen and Elevate Your Brand Strategy Offer
17 Jul 2023
Contributed by Lukas
Brand strategy as a core part of your offer in a brand design business has so many benefits including: ~ Increased revenue ~ More impactful creative...
64. 5 Essential Strategies to Amplify Your Content’s Impact
28 Jun 2023
Contributed by Lukas
I read a rare, 'stop-me-in-my-tracks', good enough to want to share in my stories piece of content recently. So I ran a little diagnostic on it and...
63. Rebranding Networking
22 Jun 2023
Contributed by Lukas
Networking needs a rebrand! It can feel particularly awkward for designers. We're most at home in a creative bubble. So getting out and meeting peo...
62. Consultant Mindset versus Producer Mindset
18 Jun 2023
Contributed by Lukas
In this episode I take a deep-dive into the Consultant Mindset: ~ What it is and how it's different to the producer mindset ~ The value of cultivat...
61. Secrets to a Discovery Call that Converts
09 Jun 2023
Contributed by Lukas
In this episode of The C Word Podcast I take a deep dive into discovery calls: • What a discovery call actually is and what it isn't! • How it ...
60. How It’s Going Hotseat with Bec Hughes
30 May 2023
Contributed by Lukas
To celebrate 1 year of The C Word podcast, I invite you to join me for a fun Q&A. In honour of the tradition started in Episode 1 of The C Word Podc...
59. Lifting the Veil on the Perfect Lead Magnet
26 May 2023
Contributed by Lukas
In this episode of The C Word Podcast I get super practical and dive into what makes for the perfect lead magnet. I chat about: ~ The purpose of a ...
58. How to Be More Consistent... On Purpose
19 May 2023
Contributed by Lukas
Being consistent is something many solo creatives and small business owners wrestle with. In this episode of The C Word podcast I talk about some idea...
57. Mindset Strategies for Effective Selling with Christine Corcoran
10 May 2023
Contributed by Lukas
Christine Corcoran is a Business Mindset Master Coach, Speaker, Podcast host and Creator of the Thrive Retreat & ELEVATED Program. And she really b...
56. Overcoming Objections from Prospective Clients
03 May 2023
Contributed by Lukas
In this episode of The C Word podcast I talk about overcoming client objections from new prospects and enquiries. I'll get in your ears about: ~ Th...
55. Project Layering - The Sweet Spot for Increasing Your Income
28 Apr 2023
Contributed by Lukas
How do you manage your workload and your workflow? And more importantly how is that reflected in the money you make as a designer? For may designers w...
54. 10 Things I Would NOT Do Again if I was a Start-Up
18 Apr 2023
Contributed by Lukas
In the previous episode of The C Word podcast I shared the top 10 things I would do first if I was a start-up. I'm following that up in this episode w...
53. 10 Things I Would Do First If I was a Start-Up
18 Apr 2023
Contributed by Lukas
If I was a start-up design business what would I do in today's market? It's been some time since I started my business and a lot has changed. Not only...
52. Business Legals for Designers with Tracey Mylecharane
30 Mar 2023
Contributed by Lukas
Business legals for designers often only come up when you need to lean on them in a tricky client situation. And if you don't have them in place, it's...
51. Connecting the Dots Between Brand Strategy, Design Strategy and Brand Design
23 Mar 2023
Contributed by Lukas
In this episode of The C Word, I step through the 3 elements of Brand Creation: 1) Brand Strategy 2) Design Strategy 3) Brand Design Understanding and...
50. Knowing When to Say No to a Prospective Client
15 Mar 2023
Contributed by Lukas
Something that most designers will realise at some stage in business is not all work is good work! But instead of getting halfway through a project an...
49. Reflections on Being a Female Creative on International Women’s Day
08 Mar 2023
Contributed by Lukas
In this off-the-cuff, reflective episode of The C Word Podcast, I explore my very personal musings on what it is to be a female designer. This epis...
48. Beyond Socials: Digital Marketing Inspiration with Maryanne Amies
02 Mar 2023
Contributed by Lukas
Digital Marketing is probably highest on most business owners priority lists. For some it's an exciting, evolving opportunity, and for many others it'...
47. Communicate Your Value: What, How & Where
23 Feb 2023
Contributed by Lukas
How do you communicate your value as a designer? It's a question that comes up a lot amongst the designers I connect with. Being able to confidently c...
46. A Client Off-Boarding that Future Expands Your Business
15 Feb 2023
Contributed by Lukas
We all know about client onboarding but what about client off-boarding? It's sometimes the poorer cousin of the onboarding, but an intentional clien...
45. If You’re Not Earning $100k You’re Not Successful
10 Feb 2023
Contributed by Lukas
If you're not earning $100k you're not successful! Of course I don't belief that to be true. Because no one can tell you what you should be earning. B...
44. What Does it Actually Mean to ’Show Up’?
02 Feb 2023
Contributed by Lukas
I hear it all the time that you need to ‘show up’ in your business, in your marketing and for your audience. And I wanted to pick the concept apar...
43. The Client Centred Business Model is Broken
25 Jan 2023
Contributed by Lukas
In this episode of the C Word Podcast I want to challenge one of the most ingrained concepts in the creative industry, and that is the client centred ...
42. 9 Ways to Jump Start Your Revenue During a Quiet Period
18 Jan 2023
Contributed by Lukas
In this episode of The C Word podcast I get super practical with 9 ways to jump start your revenue if things have gone a bit quiet. Most design busine...
41. A Game-Changer for Every Design Business
11 Jan 2023
Contributed by Lukas
In today's episode I'm sharing one of the biggest game-changers for any design business - brand, graphic, web or otherwise. And that is presenting you...
40. Choosing a Word for the Year: Where I Landed and Why
05 Jan 2023
Contributed by Lukas
Is choosing and being guided by a word for the year something you do? Or does it seem like pointless nonsense to you!? In this episode of The C Word p...
39. A D&M: My Personal Reflections on 2022
28 Dec 2022
Contributed by Lukas
Welcome to Episode 39 of The C Word Podcast. As we ponder on whether the Christmas ham is still safe to eat, and wonder what day of the week it is, th...
38. Taking Stress Free Time Away From Your Business
21 Dec 2022
Contributed by Lukas
Closing your business for Christmas or any holiday can get stressful. It often feels like that break away has to be hard-earned. But why should it be ...
37. ’The Rule of One’ - Goal Setting Made Simpler
15 Dec 2022
Contributed by Lukas
How are you with goal setting? Getting clear around what you want to achieve and how you get there is kind of important in business and in life. But i...
36. It’s All About the Woo-Doo
07 Dec 2022
Contributed by Lukas
In this episode of The C Word Podcast I have a little chin-wag about what I call woo-doo. This is all about the balance between mindset mastery served...
35.Taking Your Business Seriously with the Foundations to Scale
29 Nov 2022
Contributed by Lukas
Things take quite a practical turn in this episode of The C Word Podcast, as I share 6 very practical things that have been foundational in my busines...
34. Setting Your Client Up for Success
24 Nov 2022
Contributed by Lukas
In this episode of The C Word podcast I talk about our responsibility to our client as the creative service provider, and how we can set the client an...
33. Managing Change: How to Feel the Fear and Do It Anyway
15 Nov 2022
Contributed by Lukas
Managing change can be one of the trickiest things to navigate, both in life and in business. In this episode of the C Word Podcast I talk about why c...
32. The 6 C’S for Getting Consistent, Quality Clients
08 Nov 2022
Contributed by Lukas
What’s the number one thing that all designers want? Consistent clients of course! More specifically consistent, good quality clients. Because what...
31. The Money Essentials: Mindset and Management with Clare Wood
01 Nov 2022
Contributed by Lukas
On this episode of The C Word podcast I’m talking to the delightful Clare Wood about all things money! Clare shares the 2 all important sides of the...
30. 3 Words That Will Increase Your Value
26 Oct 2022
Contributed by Lukas
I talk about strategy and specifically brand strategy a lot on The C Word podcast. And the reason for that is I believe claiming, showing, owning and ...
29. How Much Should You Charge for a Logo?
19 Oct 2022
Contributed by Lukas
Here on The C Word Podcast I like to tackle a whole range of topics, including ones that I get asked about. And this is one of those. In this episo...
28. Setting Boundaries with Clients and Staying Friends
11 Oct 2022
Contributed by Lukas
On this episode of The C Word Podcast I'm talking all about boundaries. Because as creatives (and any kind of small business owner really) I think it'...
27. Growing Up In Business: Confidence, Creativity & Entrepreneurship With Kate Toon
05 Oct 2022
Contributed by Lukas
In this episode of The C Word Podcast I'm talking to Kate Toon about, well everything really. Prepare for a juice-fest because there is so much! Thi...
26. Preventing Budget and Timeline Blowouts
02 Oct 2022
Contributed by Lukas
Budget and timeline blowouts are a reality for any creative business at one time or another. But they shouldn’t be the norm. I think the main reas...
25. Mistakes Designers Make Pricing Their Services
27 Sep 2022
Contributed by Lukas
In this episode of The C Word Podcast I cover the reasonably long list of mistakes that designers quite often make when pricing their services. This c...
24. Cultivating Unshakeable Belief in Your Creative Work
21 Sep 2022
Contributed by Lukas
In this episode of The C Word podcast I'm tackling the question of how to cultivate unshakeable belief in your creative work as a designer or brand-le...
23. Presenting Your Design Work with Confidence
13 Sep 2022
Contributed by Lukas
If you find the prospect of presenting your design work to clients a little bit nerve-racking or uncomfortable, you're definitely not alone. I think ...
22. 7 Key Strategies that Grew My Creative Business
06 Sep 2022
Contributed by Lukas
On this episode of The C Word Podcast I lift the lid on my own creative business growth. My aim isn't to tell you what you should be doing to grow, bu...
21. What I Had to Unlearn After Working in a Creative Agency
30 Aug 2022
Contributed by Lukas
In this episode of The C Word Podcast I talk about my own agency experiences as a designer and brand strategist, and share what I had to unlearn after...
20. Do Designers & Creatives Need a Niche? With Jessica Osborn
23 Aug 2022
Contributed by Lukas
I hope you’re ready for an awesome episode of the C Word podcast, because I’m talking to Jessica Osborn all about niching. Jess is the poster chil...
19. Managing Your Client Through a Seamless Creative Process
16 Aug 2022
Contributed by Lukas
In this episode of The C Word podcast I'm talking about one of the trickier parts of being a design or creative business owner... and that's managing ...
18. Why Your Values are the Key to Financial Success with Eliza Ludwig
09 Aug 2022
Contributed by Lukas
In this episode of The C Word Podcast I’m joined by Eliza Ludwig from The Flow Society. Eliza is a wealth coach, and her mission is to make entre...