The Doing Word

31/08/2026

What can a hearing centre in Alaska teach us about target market profiling?

Quite a lot, as it turns out.

Imagine marketing hearing aids to someone who works on a fishing vessel, an oil rig or in logging; someone who may travel enormous distances for an appointment and lives in an environment where hearing what’s happening around them can genuinely be a matter of life or death.

“Rediscover the sounds you love.”

Or:

“So discreet, no one will even know you’re wearing them.”

There’s nothing inherently wrong with either message. But they’re built around assumptions about what matters to the person wearing the hearing aid: nostalgia, ageing, appearance, discretion.

For our Alaskan audience, the more meaningful message might be:

“Hear the bear coming.” 🐻

Same hearing aid. Same hearing loss. Completely different understanding of its value.
And that’s the point.

We can know someone’s age, income, postcode, occupation and marital status and still know remarkably little about the person we’re trying to reach.

Demographics can tell us who is buying.
They don’t necessarily tell us why they care.

For that, we need to understand the world around the data: values, behaviours, language, environment, motivations, fears, pressures, cultural norms and the practical realities of everyday life.

A product doesn’t have value in isolation. Its value is shaped by the life it enters.

Understand that life properly and you start making better decisions about messaging, positioning, channels and customer experience. You stop communicating with an abstract “target market” and start communicating with actual people, in a context that makes sense to them.

I explore this using a fictional Alaskan hearing centre to demonstrate what target market profiling looks like when we move beyond demographics and into lived experience.

Because good branding starts with listening.
And occasionally, it involves bears. 🐻

If it gets you thinking about how well your own brand really understands the people it’s trying to reach, you know where to find me. [email protected]

18/06/2026

What Is Brand Identity in 2026?

I suspect most business owners have attended a brand workshop at some point.

You've probably been asked about colours, logos, typography, mission statements, personality traits, and customer avatars.

All useful things.

But I think we've spent too long looking at brand identity through the wrong end of the telescope.

Brand identity is not what a business looks like.
It is the visible expression of what a business is.

The logo matters.
The website matters.
The colours, typography, photography, and messaging all matter.

But these things are not the brand.
They are evidence of the brand.
The visible outcome of hundreds of decisions made beneath the surface.

At The Doing Word, we view brands as living ecosystems.

- Leadership influences culture.
- Culture influences employee behaviour.
- Employee behaviour influences customer experience.
- Customer experience influences reputation.
- Reputation influences growth.

Every relationship, behaviour, belief, process, and decision contributes to how a brand is experienced.

Which means brand identity is not something that can simply be designed.
It must first be understood.

A visual identity should not be invented.
It should be revealed through strategy.

The strongest brands are rarely remembered because they look different.

They are remembered because they stand for something:

- Their actions reinforce their promises.
- Their people embody their values.
- Every part of the organisation moves in alignment with a shared purpose.

That consistency creates trust.
And trust creates recognition.

In 2026, brand identity is no longer a design exercise.
It is an organisational one.

Identity is not something a business owns.
It is something a business continually earns.

16/05/2026

This week I joined a “free” business workshop that, by day three, had revealed itself to be less of a workshop and more of a prolonged sales funnel for a £2k+ course.

Now, to be fair, there was some value in it. And clearly the strategy works, otherwise so many marketers wouldn’t use it. It likely filtered out people like me and converted others into paying clients.

But it left me thinking about trust.
I have no issue with people selling their services. We all have businesses to run.

But I do think there’s a difference between:
• offering genuine value that naturally leads people to want more, and
• intentionally withholding meaningful value in order to manufacture conversion.

A truly valuable free experience should stand on its own merit. It should leave people thinking:
“I trust this person’s thinking.”
Not:
“I suppose I’ll only get the real answers once I pay.”

Perhaps that’s why so much online marketing feels transactional now. So much of it follows the same formula:
“Here’s something free… but the actual transformation lives behind the paywall.”

Personally, I don’t want to build my business that way.

With the complimentary brand reviews I offer through The Doing Word, complimentary genuinely means complimentary. No bait-and-switch. No hard sell. No hour-long pitch at the end.

I’ll give you an honest assessment of your brand as I see it, along with practical first steps to help strengthen it. If you decide you’d like to work together afterwards, brilliant. If not, I still want you to leave with something useful.

Maybe that makes me less commercially aggressive than I “should” be.

But collaboration and Ubuntu sit at the heart of how I believe healthy brands are built. Strong relationships are not extracted from people. They’re cultivated through trust, honesty, and delivery of promise.

Short-term conversions may build revenue.
But long-term trust builds enduring brands.

06/04/2026

I’ll be honest, I really don’t like automated emails.

A steady drip of “just checking in” that never really checks in at all. They're not human, and they don’t invite real conversation.

That is not how I work.

If you get an email from me, it’s actually from me. I’ve taken the time to sit down, think it through, and write it properly. No funnels ticking away in the background, no generic sequences trying to sound personal.

And if you reply, it comes straight to my inbox. No gatekeepers, no layers, just me.

Which means if you’ve been sitting on a question, circling an idea, or quietly wondering whether your brand could be sharper, clearer, or doing more for you… This is your nudge.

You don’t need a polished brief. You don’t need to have it all figured out. Half-formed thoughts are more than welcome.

Drop me a message. Start the conversation.

My inbox is open, and I’ll always aim to reply personally within 24 hours.
👉 [email protected]

26/03/2026

Your value proposition is your brand's compass.

Without it, your content drifts.
With it, everything sharpens.

At its simplest, it answers three things:
- What do you do?
- Who is it for?
- Why does it matter?

No jargon.
No overcomplication.
No hiding.

👉 If you can’t explain those three things in one clear sentence…
Your message won’t land, and your audience will move on.

And that’s where content starts to unravel.

👉 Want to test it?
Send me your current value proposition, or post it below along with your website.

I’ll tell you, honestly, if it lands or not.
📩 [email protected]

Let’s sharpen it into something that does.

12/03/2026

How The Doing Word Adds Value

At The Doing Word, the value chain isn’t something that sits quietly behind the scenes.

It’s part of the work itself.

The way a brand operates matters just as much as the strategies it delivers.
So the way I work reflects the same principles I help businesses build into their brands.

— Tenacity
Brand work can surface uncomfortable truths. I don’t shy away from those conversations. We stay with the process until the brand feels strong enough to stand on its own.

— Freedom
Creative thinking needs room to breathe. Collaboration here is built on autonomy, curiosity, and the freedom to explore better solutions.

— Ubuntu and shared value
Clients, collaborators, and partners aren’t separate links in a chain. They are part of a living system where value flows both ways.

— Authenticity and integrity
No empty promises. No purpose theatre. If a brand says something, it needs to live it.

— Borderless collaboration
The best ideas rarely sit in one discipline or one country. Good brand thinking draws knowledge from everywhere.

In practice, that means:
• sharing knowledge freely
• collaborating across industries
• working with purpose-driven people
• embedding meaning into the smallest decisions

Healthy brands grow through aligned systems.
When your value chain works well, your brand doesn’t just look good.
It lives.

— An open invitation

Every brand has a value chain.
The real questions are:
• How healthy is yours?
• Where is value flowing well?
• Where might it be quietly leaking away?

If you'd like to explore it together, my door is always open.

If you're working on an idea, building something new, or simply need a good thinking partner to bounce ideas around with, I’m always happy to meet fellow creative minds.

📩 [email protected]

No strings. Just good conversation and stronger ideas.

11/03/2026

Good ideas get better when they’re bounced around.

If you’re working on something interesting and need a strategic and creative sounding board, my door is open.

I always enjoy meeting curious people who are building, thinking, and creating.

📩 [email protected]
Let’s see where the rabbit hole leads.

11/03/2026

Content isn’t just marketing.
It’s communication.

It’s how a brand speaks, teaches, listens, and slowly builds trust over time.

But without a strategy, content can easily become a flurry of posts, emails, blogs, and ideas. Lots of activity, but not always much direction.

One of the most common things I see when working with businesses is a disconnect between how a brand shows up online and how it feels in real life.

The website might feel polished and warm, but the in-store experience feels different.

Or the in-person experience is wonderful, but the online presence doesn’t capture that magic.

A thoughtful content strategy bridges that gap. It helps ensure your brand feels consistent, human, and recognisable everywhere.

It often starts with a simple exercise, asking questions like:

• Does our content actually reflect our brand values?
• Are we speaking to the right people?
• Is our tone consistent across platforms?
• Are we creating conversation, or just pushing messages out?

Because a good content strategy isn’t about doing more.
It’s about doing the right things, with intention.

If you’d like an outside perspective on your content or brand communication, you’re always welcome to reach out.

No pressure. Just a chat.
Email me at [email protected], and we can find a time to talk.

09/03/2026

If your brand walked into a room as a person… who would it be?

Confident and bold?
Quietly expert?
Warm and welcoming?

These questions matter far more than most people realise.

Too many businesses start with a logo, when the logo should be the last thing to appear. It is the reflection of identity, not the definition.

In this article, I explore brand identity through:
• Aaker’s Brand Identity Model
• the beautifully layered philosophy of Friedensreich Hundertwasser
• and the idea of brands as living ecosystems

Because when identity is rooted, the symbol makes sense.
And when the symbol makes sense, people remember you.

If you're building or reshaping your brand, you may enjoy this one.
👉

You wouldn’t throw on a random outfit and then let the outfit dictate your personality. Clothes don’t create identity; they reflect it.