Brand-led is your go-to source for actionable lessons in branding. We show business leaders how to navigate the branding process—from strategy to rollout and beyond. If your current brand no longer feels aligned with who you are or where you’re heading, or if you want to learn how to use your brand as a way to align your team, your message and marketing—you're in the right place. Subscribe to get weekly branding tips that will help you and your team gain focus, clarity and momentum. Find out more at or follow along at instagram/baker_creative


August 25, 2022 8 min

In this week’s episode, we’re talking about the power of asking big questions. Our willingness to question instead of just answer gives us the ability to control the conversations in our space and increase our authority. From client conversations through to big, narrative-forming brand messaging, the questions we ask matter.


  • The power of asking big questions in initial client conversations, and how it can p...
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    Relaunching a new brand can feel like a big undertaking. Not only is there a laundry list of items to update, from websites to email signatures, but it’s important to include and consider when and how you’ll announce your new direction to your team, customers and broader audience. In this episode, we’re giving you 3 big tips for a successful brand relaunch to help you tackle all your to-do’s without losing your sanity.

    YOU DON'T...

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    If you’re working in a competitive space, it can feel like an uphill battle to get noticed by your ideal clients. In this episode, we share practical tips for getting seen by the right people in a noisy world.


  • How to reduce competition instantly, with one simple tip
  • How to become hyper-relevant to the people you want to work with
  • How to use your brand assets to create contrast between you and everyone else
  • How to use surpris...
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    As good as our intentions are, what we say, what we believe and what we do, don’t always align. When this happens and we notice it, it can be a mighty uncomfortable feeling. 

    If you’ve ever done something you knew you really shouldn’t have, you’ll know that sinking feeling well. And it has a name. Cognitive dissonance.

    Because cognitive dissonance makes us feel uneasy, it can stop us from taking action on what we really want or cause...

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    June 28, 2022 13 min

    When most people think about design they think about creating something aesthetically pleasing. But as we discussed in today’s episode, aiming for a beautiful design might be a flawed approach. 


  • Why a beautiful design is a subjective measure and not necessarily a helpful one
  • The part of design most people don’t consider and why it matters
  • Should personal preferences be taken into account when designing your visual identity?
  • ...
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    June 21, 2022 9 min

    No one is going to pay attention to your brand until they know you can solve a problem for them. Being able to talk clearly about the problem you solve for your clients can help you build a brand that connects and sticks in people’s minds.  So what problem are you solving?


  • How to build memorability by becoming known for a specific problem
  • Big brand names who’ve become known for the problem they solve
  • The deep...
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    June 14, 2022 11 min

    Are values just a set of fluffy, corporate statements that no one can remember? Or do they actually add value to a business? This week’s episode is all about brand values. What they are, why brands use them and whether you need them.


  • What values are and how they’re used in branding
  • When and why values are important to define
  • The reason most brand’s values add little value to their business
  • Where values come from and some ques...
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    June 8, 2022 10 min

    If you’ve ever tried to choose your own brand fonts, you’ll know it’s easy to get lost in countless options and combinations. In this week’s episode, we’re giving you an insight into our design process and how we choose typefaces for our clients' brands.


  • The difference between a font and a typeface (no they’re not the same thing!)
  • Four criteria to help you find the perfect typefaces for your brand
  • 3 common mistakes peopl...
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    Whenever someone arrives on your website for the first time, you can bet they’re asking themselves a few key questions. Am I in the right place? Is this for me? Will this work? Is the risk of buying this worth the reward?

    Your website’s job is to reassure your ideal customers that yes, they’re in the right place, that yes this is a great solution for them and that yes the reward will outweigh the risk.

    You can tell them all these thi...

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    May 17, 2022 14 min

    Everyday we browse websites, skimming and scanning to find the information we want. But rarely do we think about what went into making the website and the time and money spent. That is, until we are about to build one ourselves. In today’s episode we’re highlighting some of the costs you might not have thought about, so you can be informed of the real costs associated with launching your website.


  • 8 commonl...
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    Ever been told that you’re too expensive? Ever lost a client because they couldn’t ‘justify the price’? Rejection is never fun and let’s face it, you’re not a good fit for every client. But, for the right client, your offer should be irresistible. So if you suspect your offer is to blame for a lack of high value clients getting in touch or signing on the dotted line, today’s episode is for you. 


  • The two bi...
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    May 3, 2022 10 min

    Ever heard the advice that you need to “niche down” or “specialise”? It’s smart advice, but few businesses do it, because frankly, choosing is hard, not to mention counterintuitive. Will specialising mean fewer leads? And which speciality should you choose? In this episode, we talk about the benefits of specialising and six different ways you can specialise. 


  • The benefits of specialisation
  • Six common ways to specialise— inc...
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    Choosing your brand colours can feel like a stab in the dark— unless you have a clear direction. In this episode, we discuss the thought process behind choosing brand colours and some of the considerations you need to make when selecting yours. 

    We discuss:

  • Why you can’t choose your colours until you understand what you’re trying to communicate and to who
  • Why looking at your closest competitors can help guide your colour choice
  • Why pic...
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    Can’t think of one single thing that makes you different from the rest? We can— your founder story! And the good news is, everyone has a compelling story to share (even if you think your business’ inception was especially ordinary). In this week’s episode we’re talking about founder stories, and how to uncover yours.


  • What a founder story is and why you need one 
  • The 3 unmissable ingredients that make for a memorable founde...
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    April 12, 2022 14 min

    When we started our studio, brand strategy was never something we ever offered. Now, brand strategy is a critical piece of our process, and it’s given more meaning, focus and depth to every project. But what exactly is brand strategy? Does every business really need one? And are you just paying a lot of money for another digital document that will sit on your server gathering dust?


  • The difference between a discovery or br...
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    April 4, 2022 12 min

    There’s so much to learn from successful brands, and this week’s brand we love is one we personally use and recommend. Webflow has managed to build a strong community, particularly of designers and developers and in this episode, we take a look at the strengths of this brand, from their big idea, to their brand personality and visuals. 


  • “I think Webflow are a brand that people want to join. And it all comes back ...
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    In this week’s episode of Brand-Led, we share a personal story from a recent trip to Broome, where we stayed in two different hotels. We discuss how brand experiences on and offline impacted perceptions of each hotel, where we booked and where we’d stay again given the choice. 


  • Why your website experience matters when selling your services and how hotel websites dictated where we booked and how much we were willing to pay.
  • ...
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    Ever heard the advice to ignore your competition? Some marketing and branding pros are of the opinion that staying in your lane and just being yourself is enough to separate you from everyone else in your space. This week, we’re unpacking whether this is sound advice and tips for evaluating your competition, without getting caught up in comparisons.


  • When and why you would want to evaluate your closest competitors
  • Reasons w...
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    March 15, 2022 12 min

    When we first wrote about Go-To as a Brand We Love back in 2018, they were gaining popularity. Four years on, they’re now worth $177 million dollars and stocked in stores like Mecca, Anthropologie and Revolve. We thought it was time to revisit this peach-clad brand to unpack what they can teach us about branding.


  • How Go-To use their big idea to separate opportunities from distractions
  • What we think is their most distinctiv...
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    There are some customers who will get more value out of your product or service than others. Being able to focus on identifying and attracting them is undoubtedly going to make your business more profitable. 

    Not just because you have the ability to charge more if you want to, but also because a happy customer is more likely to come back, refer their friends, leave positive reviews and try your new offers.

    Some people think more cust...

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