What we've learned building brands for small businesses and start-ups.
Articles and guides about branding, web, business and growth. Direct, no jargon, with examples from real projects.
What Is Brand Positioning (and Why It Gets Decided Before the Logo)
Positioning is the decision that comes before the logo, the website and the posts: the place you hold in the client's mind, and against what. Here is what it means in practice, what it is made of, and the one-sentence test that shows whether you have one.
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WebWhat a Website Costs Per Year, Really
The build price gets paid once. The running bill arrives every year after that: domain, hosting, email, licenses and maintenance. Here is every line in plain words, with market price bands and the surprises that only show up in year two.
WebHow Long Does a Website Take?
The real ranges by project type, the stages where the time goes, and the part quotes rarely mention: the calendar depends on decisions and content, your side of the project, more than on the supplier. Plus how to plan backwards from a deadline that will not move.
BusinessHow Much Does Copywriting Cost?
The real price bands for copy on the market and what you buy at each level. Plus a straight answer to the ChatGPT question, what a serious quote contains, and the cases where writing it yourself is the better call.
GrowthWhy Your Website Does Not Convert (and How to Find the Leak)
"Nobody contacts us through the site" covers two opposite problems: traffic or persuasion. How to tell them apart with your own numbers, where visitors leak out most often, and why design is the last repair, from a studio that lives off design.
BrandingWhat Is Brand Positioning (and Why It Gets Decided Before the Logo)
Positioning is the decision that comes before the logo, the website and the posts: the place you hold in the client's mind, and against what. Here is what it means in practice, what it is made of, and the one-sentence test that shows whether you have one.
GrowthWhat a Business With No News Can Post
The business that feels it has nothing to post is usually sitting on the most credible content there is: its own work. Five post categories with concrete examples, the give-then-ask rhythm that keeps an audience close, and how one project becomes a month of content.
How we work, in depth.
The strategy behind the studio, what we test, how we work, and what we learn building GOODGLYPH. An honest, in-depth journal.
Studio Journal#5: The work, in the open
Three months of stepping out of the blog. Three new case studies, a YouTube channel, social media run on a plan, and a new face for every article.
Studio Journal#4: Systems that keep us honest
One month after launch. The blog grew from articles into clusters, we read the new medical advertising rules straight from the Official Gazette, and we turned our own quality tools on our own writing.
Studio Journal#3: The site is live
After months of building in public, the new site is online. From here the work changes: we move from building it to running and growing it.
Templates and guides.
Brand Brief Template
The document you need before ordering any design project.
Open the brief →Service pricing calculator
A Google Sheets spreadsheet to set your prices right.
Open the calculator →Website launch checklist
52 things to check before go-live, including accessibility.
Open the checklist →The studio journal, straight to your inbox.
The behind-the-scenes: what we test, what we get wrong, and what we learn building GOODGLYPH. Short, honest, and occasional, only when there's something worth reading.