The “matrix” is a common tool for comparing business strategies when there are two key drivers determining success.

Be careful publicizing a message meant for only one group of your stakeholders. You have one brand and one platform that is out there for all to see.

Always have your elevator pitch ready. Opportunities to introduce your business often are unexpected - and quick!! Can you present a compelling case in two minutes or less?

Getting branding right starts with something very simple: know yourself. Lean into the authenticity that makes you, and your business, a unique, compelling proposition. The best you can be starts with what’s already inside.

Setting a clear, simple structure now makes sense for how you organize your files, take notes, allocate your time…and eventually how you grow your business.