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Notes on brand, positioning and go-to-market for technology companies
Written for the founder who is about to spend money on this and would like to know what they are buying.
Why every AI company website looks the same
The gradient mesh, the dark hero, the node diagram, the Inter. A teardown of the pattern, and what to do instead.
What startup branding costs in the UK (2026)
Real ranges, real scope. What a logo, an identity system and a full strategy-plus-identity engagement actually cost in the UK.
When should a startup rebrand?
Five signals that justify a rebrand, three that do not, and how the answer changes by funding stage.
Brand strategy for regulated AI
Selling AI into financial services, insurance and mortgages means selling defensibility, not capability. What changes.
In-house designer vs brand studio: what a Series A team actually needs
The real cost comparison, what each option is actually good at, and the sequencing most Series A teams get wrong.