So, I’m on a flight to LA, and there’s this book I’ve been meaning to read and, well, with ten hours to kill now seems like a pretty good time.

I’m majorly excited about this book because it was recommended by a friend. I remember how she looked at me when she handed it over, her eyes all shiny and bright like this was something beyond special. ‘THIS BOOK WILL CHANGE YOUR LIFE, DEE!’ she said.

You get how I was so excited, right?

So I open the book, anticipation prickling my skin like tickly fingers, that warm feeling that surges through your body when you know somethings going to be that good. Boy, was I ready for some life-changing awesomeness to jump off those pages.

I devour the first page word for word. Hmmm. I read the second page. The awesomeness still isn’t hitting me, or even slapping me gently across the face like a cool flannel on a hot day. I start to speed-read, my eyes scanning the pages for something, anything, meaningful.

Nothing! Zero! Zilch! Nada!

I feel cheated. This book was supposed to change my life. Like now, today, in this moment. I’m so angry I want to throw the freakin’ book out of the window, obviously not really an option. So I do the next best thing.


I sit and sulk, yeah, yeah, childish I know, but sitting here on this plane I really, REALLY want that life-changing moment.


I open the book again. I know, I know, I should just leave it alone,  come away, nothing to see here! but I figure maybe I’m reading it wrong and I’m missing something. Er, no, there it is in black and white again, a pile of woo-woo that’s heavy on vague notions and lazy-arsed buzzwords I want to swat like flies.

But you know what, as I read through the pages, I understand why it’s not working for me.

You see, me and my friend are essentially different. She’s kind of a spiritual person who likes being taken by the hand and led on a journey. Me? I’m more of a get-to-the-point-cut-to-the-chase type of girl. The book, by the way, is all about finding yourself, and I’m not saying I’m lazy, but come on, I haven’t got all day to figure this shit out. Forget the tip-toe-through-the-clichés crap, I need some seriously fast-and-furious advice to get me going.

That’s pretty much how I work with my clients. I know my business and I know what I’m talking about. So why would I waste my time and yours faffing around with lots of woolly-headed thoughts and ideas. Hello? You want advice on your branding, I can give it to you – job done!


Funnily enough, the book is actually a great example of good branding.


The writer obviously knows their target market. Clearly it’s not me. But then I didn’t buy the book. My friend did because it obviously spoke to her. I can see her standing in the bookshop, no, wait, she’d probably have found it online, and getting all excited when she saw the cover and the title. Everything about that book would have attracted her to it. Actually, now I think about it, the book has her name all over it. Damn it, I wish I’d bought it for her as a gift – I’m such a crap friend sometimes!



Great branding is all about positioning yourself as the right person for your perfect customer. So that’s two things to consider:

1:: Who you really are

2:: Who your customer really is


Figure those two beauties out and you’re well on your way to having a shit-hot brand that people are going to want to buy into. And buy some more! In other words, to get your brand working for you, you’ve got to attract the right people and repel the wrong ones. And I’ve got to hand it to that writer, she sure did a good job of repelling me!


Want to make sure you’re attracting, not repelling, your customers?

I’ve got just what you need. It’s my FREE guide – “5 Steps to Design a Brand that Works For You” DOWNLOAD IT NOW



You can thank me later!









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