--- title: Blog - Step Change - Strategy, Leadership, Digital, Creativity | Branding (3) description: Branding | Sydney Marketing Agency blog on Sales, Digital, Strategy, Brand, Marketing, Archetypes (3) image: https://blog.hellostepchange.com/hubfs/Image%2001.jpg --- [Skip to content](https://blog.hellostepchange.com/blog/topic/branding/page/3#main) [![Step Change](data:image/webp;base64,UklGRmQcAABXRUJQVlA4TFgcAAAv/0ELEBWD4rZtI2n/sdO7dd8RMQF8tPFutR1LlWGzWEltk9g2SW0/k11kra+zy+nepUMUYgvI8dil/1d9JxLXM2/nAvrtvHKfuRiuY25hbqLvY176Bbhlf6v//7V/a+29T/L6C3WmDasKXaQgTNuZpPFVuKwiFULVnI1bpUkFp5iNQ7viENySVOESnIXbbyStGxnD2rGWwxhSqwWpmtUS2k1s266yfg4gIHcI+Sa+BXQ8F3SZ6gqg/iUtaigf20iSnPTnH8ol8Zhag4WtgoCXAAAAwTQ1PNu2bdu2bdu2bdu2bfvOtm2Hkq3UzSGFvgfBGKMmH0DH1rZFtlLXHXeO4dLntlXVra5T7m7teOY6AVYPBI10BKQwEc/cHWrRVX3oO4MPh9x9AiwqQjJSd2cO7gMgclJ3iN0tYpEXoYYeXsuuJFvbDon5Yzsz7yMn42zAzii7yDm1g1ijRhl/2a6/9Le7Y9u2k5Jo23baRref3j/r8IwZJJlJ0rvPzjDzjCxIkk3bumfvfe6zbdu2bdu2bdvGv23btv1l+729ZqYYuG2kKMt8jL17AE0BAAACkCQAAjKgBLxBPhgvOCz4AN+q4A3sghGQBVyBNMA1PKIsgAHIAHEgUZPcuDcgpidjgRCQrO7hO4EwgCY9ARaQcvQJsO4AUDxJxsjaxHeeJIAHTEAdeIA0UA8mC5bAFthYbSaoAvHAEcgBygKoUnitAtguu7EUqMsAl3cqBAsQxVDuQO9e2KmAroDm5JMBNaAH2PR0F0Cw8cll+cHGAM/JwQSoAG3Zr+8AHFpECH0ERO8EtiAWVIBRsFywXbC3YsHEMSAd+ABdwAMwPcnY0UEAHBCrI+VAwAxa9DwUiIIUsApe1SbgYUlBIGD0TFEKDEGltlqTtFrgtRwQnefCglMFX1pRshZcA8Jh2YC2gk91k1FwdhxoAP4bLCJTVwtGlNKtXy7o3MVaXPAO1kENsAQkRogttYpgoBzIoGC+c6kLiavkcuR6BSF0LXvih8C95qHvqwEY980TtEg5y7rdD5gcqji4lYoIchhd9iaABtRA3nEFT2oTcLPqt4HGXfaAkoknj9aR8gsMFxN/fAX4bcS+79tsutT2fRgGAAwCxcjoBQrKdDTUJKP6ZcYB4EjbUFFaBefP0Eduqn1wEjVlNigGIh1TquEb0RNg3Aem+1IQ+xByDoYDOpCnQT8wBAj00cKsciB7BTPRDcDR51LkxnVOBb5t1qmgwJSxFjQo6O3o6yQmpntAyUuay/EMw3ia1STrtVt+A4CZko0fgOc6Uj7P8DACK3CgOfetvZrmts9ZwdgZg63M9nUq4GkocFxH5S+4NACarirnHNp+6PuSL9JX3lLi0SB8u2EM++Dgf99q1m8VOO/K6F0VmHMEcAapMoAgdhVsyANpdTUAS1+BPgvSa4Efo51rNWRDRhVky/jIBJSXGJ+FbI9n6IeRKZh9yDPaGK8j5QU7ZOTcBzW3wb3+BB0Fwcn7yYNq3kUbEqhdj7EakR2wAyea2wqhadus4D9QYEpNUskKphalWcELEGSsS6VIwF4wNHwnV8sKaNuBnW+AxBlXqLiXhtAORazeoVVQ9xX6yYgqlUbnfa3aFgko/tl5D5KDqN/+CtPIInHjweclDFMLGnRFgERfD5Fjd44Pw145oC8BFcb6SfwQ2Be7Q8KHci3PvYJm8IO+9PZ4K0qwHKVkGVfgzmgjt27S60sOZOnQ2Is7W69L12Sq8vjiS2o8q56gw69nHGHcMkydaOpBWwUZjLUQ+dyD7s8s5cj5ZkaZOlIONrnwCTlmmsHFcQVDoBt0PAimLn/UKImQ8O8z1f+zt9anrp3LVE2FIBUG/HqF3v0BjEfLQbFV4GxvpLVg5RmmEUTidwwrm3rQrB8Rt+UywC8FoCuRJ71P+2wNp7HTB4f83MdYswK7fE17KWRvARFb3WU6Pg2QfwQUF1xpyIJLpzCSnoDvkQI9oC8IMPifz28mNrhAZ39RjgQmG9PLBAULR0zf30mmf2+hTQVdfOMpbzbklNVe+8y8YYDkHcD5cWTOwVa/WsEDW956XbKAvikqWIupiaAFe3Ph/3gO0sBHGkQAkAbBpic+Zj927v8f3RD5RvDP2l71QfQh2/rWQJbRhaDrF6g+6ZbyJ4HKXbsISc36LECmJ31KyZOe14PMkAXPV3Q6ofZc+M1ybWn1HS6OybR6DH2FPoNMq2+VMzftX8BfMTbg7mTHLfLYpzVYOxja3nEF+HP5sqfMVtnSKIKi5qhkhRQNTD1oq6ApIj3zJYAbl3wqhZd8eraY/PlLlQ3Ovsn9bhd4AvSHBXeF+IHHKx4uGPrhbWct64eOBLnMlz9H70CvK7Gjo0wXs/0Z+i56022fuuh5xKMqbO8xApGiKB1//C2Jy9hFWZKdd7CLjuLtgABOCGVLns+BNYtP0S2pzx1i6dWHrGsc+p4Zd31lYv6cqYAXWIPqlzRbaqUeydgQztZSJmDG6I59ewQ2OoU4LwHAEs/e5Ol5yFE9T2T9kk90WP8DzdddIvEz2lsOLQEsgrBvPP4VTzLO+c6Ti++wBLRXkMrkQKsgmAVQ0VFuKZcqa/iaNaoJgAnspWp1g1uzsmiexOrVFWiuT9lOyf0EgbxmgVmuZ36gUHv5oQUr0wGCVEzPLYDrMm1l3jeHvhlcrY2zBqaeF5MKH5NKn/rsiZAse1sy9j+QYX0P9Fzvw/PKko90XM+TmAFaAB7stwZJuiDyEbW0K2H9T5a6zN5sOF+5AhxoK3fiHmByUZu7q1kahD7IInu0vC+AWrXkV9aXACr9ZAo9F75LCk/Bzhy32nFstjT9TwP3CfphmzWUZLShzx0sp73VjRibwdk6mMrMufab4+aAzz+f81oIsH+X7b8HLfTmTc9l7+iV/gcq/ff1fs+Tq8fizzU+v+T2Fc/nwK5Iqy++QO9jTD6JRYyAfhyUWlx7jbFWwLDEbJeK1XFdHTfP/0IA/EyTK/RcXVthluIZs3wOjol5n70CY+ftw/YnahB92y/SN4KzdTGVCEbP8dkLQoDFO2/7OdQ2romLvLgd6H3M34s/v3ShV++OLn8r1k0h3Xm5DEDvQiSIFOPZ6qVz2EVrwaPnutq3JRnVmZ6+TkCfkIus/8KJZK8NT2qQjtTdZMwxEmvPZXJI/gpZSn7Wl/blmHcoWSIo0FZyrgcsTI1QyWaLcSabpwphg/dXhQCDtt33vVnm6tlv3rcfNy/67PZ5+VuB3of6Z9LXr2u2Ofhl4Fuw4y74SIMASBeGdplcmksnHM97OjGgWcELIGWqE5CuvVAssLsvfeqSl9mp4PCblxtySMHp/oyT7wtfMCE1jy9d7+B+NMIn8RDHHPsmuz6srTTuD2wZG6GSHQ+WP3Fi1PjfgGwFRAG5zY6/rzD/m/c953v7YVvPQ35Y6bpQGHsG7ur7iZ+/Tdr86Nf6X5xy9Hy8OGQZ0kLSLZHAXluxq/QKIx0D+tyDa828vSRr7V4r8mhP1qdAzFz60vG6/FYBVFnmd2Td1PWzVAOJc+/ULER/mh1PADtPCl+rtzgHuSOQlXvozzqQHOcdbVSwQdcFddqKxoEPPr92zufvXhoC9AwBCnLe27wjf/zrvPCzN7uXvs3vmatCbiqWnQn9964nI3//67vtzu9lQoC5Byj877oykyOe3FFuKU9xrzzetj/X+LNE7gr+aBBPap66AZi8MZqNWZfsrUTzHNOM8qnrxKNvq59xeB15j2pWoWOyAxOdBbTutd1LpoCTRz9RfltaZnG7gyw5vGBFVd1JvHVtzaXygrM5x6rF2Dl2Lg58fuxcPAwBllwWfkFKpEGWMV9/d+55eO5f6Qp/56YkOxPLXCUrXScDd/Uq8hetd9rxM2cIMD5s8Pnz0IKvoMCY0Y3Eg4T9TVsFg1XS5pOXhPWOO/AIcUQmD1Pw6JnfXu3qRTS/KpfHN4U4MLlngcXf2wWYbfOQd+E1jiVTPOm5TSuEP+iTDnt0xwul173uw0h3dn0FoJfllQVkiapiw33CsdV16UFXFfNLEcDXLRWID4UA+QFpkG7e1x97LX81nsyO+b84ErIzJXOVTL0sDM5oK17l2WVvnC32Xo/0l38TxYwaOxhLcyISyMufP8rOHVZVQd/xP593Sfl9x9InglDLyFXfGkH811kgcfphAJak3H9vGPc5BT0z0lcad5y/wxEPik2jvriA3iHEBeVy81ygWgVbW2Ant24SbFg/l+zSAnwSSDmbX5oD+OkvkcsnAOQ7Mi32+NZ3cMKzhYGG2CBSGAuDU9XMTPWP7IRu+eu6c8Kn76V23AUfbvn82mvndCxn0NN570LHL4v9SfD8RlvUfHKX6vMOliY8scB5XHvxSQ6l8fp+3vpfBrwLScbYNNXyOqpgGgDsZD0EtO0IugzZ8XawUfCkGrLEdKcDul8i+nwRIKSvgtyONqQq2ehpM8PmIAJ8tAqF8n0dV8A8j/b5D+8LxVEkO6ZOHev/7JiWmwrZEf/8xO8qWO6PNAGRP9y8cPyLFsOk0pl4TDmN0Q2QIp4VgLUJ+tpV1ZSPa0EZExkJ+FbUHNpsXXFkZDIX7Ox+5NFkTCNZFcxKuC8VEKLRK8h1K9z8KwSC3jStvvw0hLtd9jx9lM3D0yDpyLkRrUKhItZxKOYlFDPE+xF0KBQGJDvQMDvSMD8RK4wjuRE/Dc7OechXpOP5k0rrkwrbv30CRQITcWd5FAgwOr29WKDVS+lt/eGD7wb1TnL3wc9Oo69Lbc9E+sivAKcrNGvbB3vC2zxcFgKK16SPfvLAtpu4LYCZ7wZA2FyzdBwbq8YIeFHJkiWT2z4H3Qh23GVjv0vbg5SyWAirdBxW8hJeMSSw8CPaoxWwSr6vYX6gcs7s3PB8nRuco+d//z4JfPhXtXnVDScYh2+p0CdbwOTys4O1FXiVydLXBoquCc26dEHNGK3Kgid3NGfnpHVt4hDZ6PaAlNGPADS7SCur6suOFCR23rvNOa0tMzHClfvnB5nR+0ZpUDG8+Fe14j9afxKQwCtkymKllFOITK4TBUOyEghMMKyGVipFrFLEdMU+FRtEiiNS7PFOYXB173kS48GJR8/HmWgGbppg4tEvil2tfyQAugAaRe6mt7CT9q5rScD+Sk5kF+l1d7Mqm63KJdN3A+utWdXakK2L2gqugPFgm6xeOC6ABWtAhsnTCYB2rcg3AWxzXPTEWi6yBPy04WxBKKNREGOk4N0Q4NhRCzDuwBUou+tWxAV4hQxY7JES4nUSiaMKYagUiIKGF+rwkoKXVLRWh2K1H9GeaL7Pkz/5vZRetwARsP1lVbqyhhCG+Egg2WYVR325kv3FbuKLk0lfk5q9Uu2KpO/SsI8/YxtQfNzTWvqq7GJQkOS9H6GAuaov2tLKs7D/ntPMxq9i4bI+DYib+krQPWK9406JG4ufly4jiXznpNLGpFLuMfPQaq8N3zMBwCzFimU4P04bisMNKg3CZh46D5BIjEDqCEQhEA0vVLFSBa9pv2JY/hVr3Z4dasUWAW85ID70l43aSaV3oxdlwsjrxLfA7lQCJPtXQLL4lW9NG9GQTF00CjR173+7e8NxczGr+AUFCUwN02rB0MaABTA7yL6AkmR19dRaIApwRfpIOjJ2nHxmCjQYqzxsqpFx54qW/NLrJ6DXT6AJsPYlRHUoZUVnn80E/i4bHconO2x2QKXByESETEXITCghQiDqtJxCVGJkFcFq/kBrrsPKUBBmwZ93/CeVPo0+tIBnARQYEw8sz7sA3MU/avdlkgHyOtpL0laj1W/vsKZDxmesCYjIJIgnzXlMkt0OH7n/zFFVsV0MuhNj04CG2sYds+7yBFgA86Y8AfpBDUgC9jce5MuXk9WworNXUMxUAQD/cYBalo+v1BBOi41bBSeluZBLhx3N3zwDu9JURnC3Wby73eWDXcVog092mOgwKg6OioNQSWAojXxUyqgEUiErGlVE8JLv0EpnYQNmgvQVjkAA79VxVREmHnatZmHbJl5kHXd6SLNlQrkx1etrdY5ZpdgZefOACrhtrVksNxgmfePzDtFtmERCPg23FsAy3eo0O96rNO58rvPmOX8TcLcUnJmyDLz8HVPDfLt8imFaBCDyCkc8ClIAdIiorE1lJXudJ9jrPdFbVQ4WxGiF83djAu+Y0AsTHdCxZ+7LZCpSQlQaBahCIHJ5Pq3QoXTuk7Vjr6Sx9w42GPl5sWUpuCoQWmp9e+pFYofqfbvSy51ekPY39wsCEkFBXxEQzInkIp4EJGXZAWDLGUrGcGMHTO8QD+ijtzJNjvOOqeu6mCruKZbxWW31+xXmnf5H8q/XExkbQbSlU4w871CAyRbxEHwX5SjWVEay57myNT2QndlUb0IOZgR3Nd7dHOftwvk7bHDAhJ6H5n5MJcEYFKBR4FUylU6ozvgIQEz6XYu49+K6AweYuKX4nYKVA1QtP/Mz5QPqRuwqRP5tmmVqnHccP9uUvXRLe9BjF7m7NPERFBixm6yoUzwXFOxplkwAUs6XB3z8fdpKJ7zApmk+aLR1a4NB4LP7fC6fgL4EoJ+e4+h6V1bTuzmKOT5QrdEMu0dzByR7NtFenOCsIrgrvLdxxU93MYE3OvJCJ9649IBOgpFJPE35bLT2MUTbsbawsHs8AS7YlI63WS0MNPC3XKp6khxP3wky0U3M1NAQBwjHzgedEjpBEC4UvNcCrykIFdcdBAX7P3Bbd2KdngirNPoi8danNYB1kA+0AB4N+anPCWWJTSVd6RfqWvfY0DuzDYvu9CjmaLI5OcmaVbJnRGfhrDZscCgTeGHjw4R4g4mPf1Tst1OJVkxg1nkpwPTAyJ2k6mZleHDZS3ImaMHEAsfqE6OxpKohnijtiYNkfZzesUUXAD4cm1KRCDhGNYvbNze2T5akzhMkahB9uxfA0jfKOQ8Dz1vvh5hZi3iIa4mukim6RSa0jy3NmasZLMOi6b2p+uAUY1TFHJGtiRnPnPX++7y7KeftwoebXcOG+3c69OtK2a0Ql8sFkr9zBHPoUqQHmE4Y+Zi0N1ihJ6gWnWr1n19hdOqRjX1fW22K+7WXLpcYq0ar/z+FUk7XQwa940hSWJ9pnk7dBWpl11oF4Yxs8kU82hNmJQC2ofEdpq5uSXaRJZrHjmzMVxoczWAonelK7zRtUE3vUY2BX2II7iq8u6kULiaFK5y/v2H8YxYVaGb4h/zkkug/BBXxBLD7aXAm8YxRS5fqXUDMXBrmoVN3Sk/Aebu22hhAWuqvrAHIOZbsL0CwWCQgwjgF4zvmCZx0BH9wg04uP0C+b41hdsWzk22ZGuVLfF8CsC/l8QMmr+5y9XJXqJ95sKEMKzylwYLWLMk6Ezo1ZYeu9uhaTxzRXkRwV1X8iUt4b3vKefswKZQUkCQA2N8RjIuQKsLEr62t2RUmHmrbodqC8qs9zXfAkIWXHQNetdXmGFtVgzClb6w7jKW1Jmn4lVs3k+plwc6iEfBHY52j+OZhJHDT3nJhnuYVQRiQAMQAoWOaD9BuBTpXFRxqDpa8XsfIBoEE+UsRQJKfD5i6us+Vyz22el4WSqpiQQArHKE1R2idLRq1oOXpMzqQrFlkazLNHVG8CcFZrwnu0sk28viQJvB4CLBhVMNo7CvEijASOGrrjCfABv81iFvQ8Vn/sHgLo/jz11v8CCicZwS5Kq2CEM7vHEW88CjoRY8BUlu1OV9a9d4riGac7Nad1fyHoG6wOVyfdUHByhMPv7hdP/QjqPzew4voGwVqZx8SlumiToXMV5ep/HmVzanzGRWxwONr8/jauXyjrtDgiC22ZOhA1QdTjFFUazDdGZCdWSR7Oir4a30uRcAvLZ8yiI/fMuiXtqqGqQoT19fWidJA9ngO1niGzc667YcFQ/sfUnAdyovF7KrGdWeeB2svVeqLQDfwAOKAHKAunJhY+Ok3vnOlJ3KW/hUcHETfLEHvvRD4Ah8XeetKBS6L6EcAnDPTtmnbZ9fLMzVowdXXmNgcKdRaSdpqN1tZ7eSv60xGk02p8RkBW5rPVuKzlfpchcfXHO/iGEqHpg+q6oNo5mCm1aGa41/JnLaoal8+bR+UfmsGJKAouNTQSguQqjP1Ag1ulIamgiVqbZvF2JaPGtUIOqvApcDPMeX3JQLCb5r5EqoweFk6D/x+3+VLz1aVCpyDAm0CIJuhjoufDwBETM3DRIB5u/bZ5Z41Lheetwqeh2PoDdIi7j1odJO1a7Wf06BTqZCFVajClelCA7bknHOu6sSQO9WVXkzdmW1YNL37phjDal11+QESjngUxGYH9JnFKZmqMLJAVbMzjCxwsbctGoJ9SUbt805CX3NQrH1nq+MemqXJjNAO/jmycXLvJqO6GSBwU01sAAnU13N7htzrnUCOkY0xfNTJrGCDTH7Wuhm1TiZVMqdCFVTonOEwoVND7sTWrDm6Rdf6N6oxTFdVkwnS5JWObQVI2C5Cqgojv6+tM4ycDh61z1VXRIDWgkPNlQjOKf8mGfkh8FPbYNlZh/tqzuKzUOBMACBHrCq4HCEweQ88wbOGtvKzVs+awY7N0uy8Wrsa9ZIHdhb4+R5LsmJBq67a4moGQ3ZPDaUbogoueRSTAl7QaVmBWBlPgPCwBmd8x68NakaVJ6FXULEFOLBQ632nGAlQvjqsXI5Omg6B9Q0YOeVj6PxhD6qGahnKCl5A9EJGNsjgUSefF2x2Xv1sdBNqncwkbNGILRnzlQZPabEkc92S2w414UU8SF/xJElX44bFnFHwpNkVMhLAg8iBW31wzFub9RzOAScNwpR4436ah1U7d6f3ebkgcCVG78iCeeWR/F7f60zIFSXoHaX7DraWW7I1tXkge5t5ezaHEGZjzz0bVA7W+CdKzNJ+GAWcM9LN4OYY/Lk6+YJ6O3V/PfeLz/7rTb/w7r8CprRPPvG4Wl2uEU+orQwrXNiqBe1xR2jqvgIhuItwxKMAaeCd4BIHXUKBTOMJmiVPwN8JaxGNNeZ5II73nYuJ24Ji8Kya7fHMbTvoPABlEiDPLkUnaMFhmbPrSHnBthmkxASkQdvT5TtPlm/4FIySFawAd4DFFMkpmrIkyAPeZ2cLd84Mthi+68CTzCW0TaqBbXSTXw0yod5O7UZTBUJJRSy52uerf7ZotwZ8URYgBHeR6K0j2BoSICmZ4wamqqL3fnUNzopGsN74f2DdFs+2D8NeO4gGqARgLljWlJLyxanHHzOvt/m19IcgYHHH4bvuTGEUSXaJXPS2+5+41v6r2aBnc8BXAEVz3L5etbgVVcSvvursN9i9S8rnqt8eV9//mZgTfjoO2uElRY45AW3gu+Bp3JBHFZgwVlZMfONsDc6KNHb9+QVCf1swcafKMv4w8CnAZ4rDmdd8tlHIs/MV9SopX5Hk/JOBYoHzY9uDvsPBz9t/CGpPvPB7awJkc0lipf38BzMOMwUwAGZA4tgZ/NCMwyrLjI3HjEOY4OCtVx9N3xylmuUB9mf33BwUgJ4V33fvvffOPAYkArcC1Rkrucbw3P8qF/e/HnAsLIA9zBKPN7z4jUtN+8vXhukX7gOjKQ5jClu8LVLr5Jm/G1xZMOhsuh6Tz51qytzSmo6pgPnWcqi39U6OPnP1rVIRXUZ5UudJ3rXCaiAEFM867n33vu8JUA3CgNYD0WwzmJ55vFTKx58pxfbQWw+rIeUFNA==)](https://www.hellostepchange.com/) 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[AI?!#@](https://www.hellostepchange.com/ai) [Blog](https://blog.hellostepchange.com/blog) [All Blogs](https://blog.hellostepchange.com/blog) [Knowledge Nuggets](https://info.hellostepchange.com/knowledge-nuggets) Topic # Branding [![](https://blog.hellostepchange.com/hs-fs/hubfs/Step_Change_Jun2016/manifesto.png?width=720&height=405&name=manifesto.png)](https://blog.hellostepchange.com/blog/step-change-manifesto) 24 March 2016 ## [Better World Through Better Business: Step Change Manifesto](https://blog.hellostepchange.com/blog/step-change-manifesto) - [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Culture & Leadership](https://blog.hellostepchange.com/blog/topic/culture-leadership) Find out what we've learned from working with over 100 businesses every year to create a better world for better business. [Read the article](https://blog.hellostepchange.com/blog/step-change-manifesto) [![](https://blog.hellostepchange.com/hs-fs/hubfs/Step_Change_Jun2016/DEC.jpeg?width=720&height=405&name=DEC.jpeg)](https://blog.hellostepchange.com/blog/avoid-negative-brand-perception) 2 March 2016 ## [Damage control: How to avoid negative brand perception](https://blog.hellostepchange.com/blog/avoid-negative-brand-perception) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) Learn the best way to handle marketing and sales email mistakes from Dean Mannix. [Read the article](https://blog.hellostepchange.com/blog/avoid-negative-brand-perception) [![photo-1418225162054-0f773a996f9e.jpg](https://blog.hellostepchange.com/hs-fs/hubfs/Step_Change_Jun2016/photo-1418225162054-0f773a996f9e.jpg?width=720&height=405&name=photo-1418225162054-0f773a996f9e.jpg)](https://blog.hellostepchange.com/blog/why-steve-jobs-killed-70-of-apples-products-a-lesson-on-range-architecture) 1 February 2016 ## [Why Steve Jobs Killed 70% of Apple’s Products : Know here](https://blog.hellostepchange.com/blog/why-steve-jobs-killed-70-of-apples-products-a-lesson-on-range-architecture) - [B2B Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Thought Leadership](https://blog.hellostepchange.com/blog/topic/thought-leadership) Discover why Steve Jobs made the bold decision to eliminate 70% of Apple's products. Learn about his vision, leadership, and the strategy behind success. [Read the article](https://blog.hellostepchange.com/blog/why-steve-jobs-killed-70-of-apples-products-a-lesson-on-range-architecture) [![](https://blog.hellostepchange.com/hs-fs/hubfs/Step_Change_Jun2016/Books.jpg?width=720&height=405&name=Books.jpg)](https://blog.hellostepchange.com/blog/standout-purpose-statement) 27 January 2016 ## [Purpose statement: Stand out and attract more customers](https://blog.hellostepchange.com/blog/standout-purpose-statement) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Stump the Strategist](https://blog.hellostepchange.com/blog/topic/stump-the-strategist) - [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy) Video: How do we create a purpose statement we can truly stand behind. ... [Read the article](https://blog.hellostepchange.com/blog/standout-purpose-statement) [![](https://blog.hellostepchange.com/hs-fs/hubfs/Step_Change_Jun2016/LightBulbIdea.jpg?width=720&height=405&name=LightBulbIdea.jpg)](https://blog.hellostepchange.com/blog/brand-your-website-increase-conversion-rates) 19 January 2016 ## [Brand Your Website and Increase Customer Conversion Rates](https://blog.hellostepchange.com/blog/brand-your-website-increase-conversion-rates) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Stump the Strategist](https://blog.hellostepchange.com/blog/topic/stump-the-strategist) - [Industry Insights](https://blog.hellostepchange.com/blog/topic/industry-insights) In this Stump the Strategist session, discover the best way to brand your company's website and maximise your sales potential. [Read the article](https://blog.hellostepchange.com/blog/brand-your-website-increase-conversion-rates) [![](https://blog.hellostepchange.com/hs-fs/hubfs/Step_Change_Jun2016/Running.jpg?width=720&height=405&name=Running.jpg)](https://blog.hellostepchange.com/blog/how-can-small-businesses-stay-ahead-of-their-competitors) 28 October 2015 ## [Stump the Strategist: How Can Small Businesses Stay Ahead of Their Competitors?](https://blog.hellostepchange.com/blog/how-can-small-businesses-stay-ahead-of-their-competitors) - [B2B Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Stump the Strategist](https://blog.hellostepchange.com/blog/topic/stump-the-strategist) If you've always wanted to take on your competitors, now is your chance! Watch as our strategists give you all the tools you need to win. [Read the article](https://blog.hellostepchange.com/blog/how-can-small-businesses-stay-ahead-of-their-competitors) [![](https://blog.hellostepchange.com/hs-fs/hubfs/Step_Change_Jun2016/attract-more-customers.jpg?width=720&height=405&name=attract-more-customers.jpg)](https://blog.hellostepchange.com/blog/how-can-social-media-be-used-to-attract-more-customers) 23 October 2015 ## [How can social media be used to attract more customers?](https://blog.hellostepchange.com/blog/how-can-social-media-be-used-to-attract-more-customers) - [B2B Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Stump the Strategist](https://blog.hellostepchange.com/blog/topic/stump-the-strategist) In this Stump the Strategist session, get some social media advice from our featured strategists. Watch the video here. [Read the article](https://blog.hellostepchange.com/blog/how-can-social-media-be-used-to-attract-more-customers) [![](https://blog.hellostepchange.com/hs-fs/hubfs/Step_Change_Jun2016/download20.jpg?width=720&height=405&name=download20.jpg)](https://blog.hellostepchange.com/blog/how-do-i-convince-companies-to-choose-my-brand) 9 October 2015 ## [How do I convince companies to choose my brand?](https://blog.hellostepchange.com/blog/how-do-i-convince-companies-to-choose-my-brand) - [B2B Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Stump the Strategist](https://blog.hellostepchange.com/blog/topic/stump-the-strategist) Learn how to engage and influence your audience with this 9 minute video brought to you by our strategists. [Read the article](https://blog.hellostepchange.com/blog/how-do-i-convince-companies-to-choose-my-brand) [![](https://blog.hellostepchange.com/hs-fs/hubfs/Step_Change_Jun2016/download11.jpg?width=720&height=405&name=download11.jpg)](https://blog.hellostepchange.com/blog/how-can-i-visually-represent-my-brand-and-effectively-ramp-up-sales) 27 April 2015 ## [How can I visually represent my brand and effectively increase sales?](https://blog.hellostepchange.com/blog/how-can-i-visually-represent-my-brand-and-effectively-ramp-up-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) Watch as we answer the question: How do I visually represent my brand and ramp up sales as quickly as possible? [Read the article](https://blog.hellostepchange.com/blog/how-can-i-visually-represent-my-brand-and-effectively-ramp-up-sales) [![brands](https://blog.hellostepchange.com/hs-fs/hubfs/brands.jpg?width=720&height=405&name=brands.jpg)](https://blog.hellostepchange.com/blog/brand-equity-change-company-name) 24 October 2014 ## [Avoid Losing Brand Equity: What To Consider Before Renaming](https://blog.hellostepchange.com/blog/brand-equity-change-company-name) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy) When making a brand name change, companies tend to focus on the upside and forget to quantify the value of what they are giving up. Do you know what you're giving up? [Read the article](https://blog.hellostepchange.com/blog/brand-equity-change-company-name) 25 September 2014 ## [Brand Marketing Wins Using The Latest Technology Trends](https://blog.hellostepchange.com/blog/brand-marketing-latest-technology-trends) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Digital, Technology & AI](https://blog.hellostepchange.com/blog/topic/digital-technology-ai) With trends, there are either opportunities or threats and you can work with them or against them. Find out how to work with trends for greater advantage here: [Read the article](https://blog.hellostepchange.com/blog/brand-marketing-latest-technology-trends) [![brand-positioning06](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/1-Strategy/brand-positioning06.jpeg?width=720&height=405&name=brand-positioning06.jpeg)](https://blog.hellostepchange.com/blog/positioning-brand-personal-expression-enrichment) 5 September 2014 ## [Positioning Your Brand on Personal Expression and Enrichment](https://blog.hellostepchange.com/blog/positioning-brand-personal-expression-enrichment) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) Personal expression and personal enrichment are two proven and powerful ways to position your brand. See how other brands have done it here. [Read the article](https://blog.hellostepchange.com/blog/positioning-brand-personal-expression-enrichment) 28 August 2014 ## [When Market Forces Trump Marketing And Promotion](https://blog.hellostepchange.com/blog/market-forces-trump-marketing-promotions) - [B2B Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) Jeff Cooper remembers his inner cool teenager as he ponders the irony of smoking in the face of meteoric cigarette tax hikes and ugly packaging. [Read the article](https://blog.hellostepchange.com/blog/market-forces-trump-marketing-promotions) [![brand-positioning05](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/1-Strategy/brand-positioning05.jpeg?width=720&height=405&name=brand-positioning05.jpeg)](https://blog.hellostepchange.com/blog/social-environmental-responsibility) 14 August 2014 ## [Brand Positioning On Social And Environmental Responsibility](https://blog.hellostepchange.com/blog/social-environmental-responsibility) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) Social and environmental responsibility are two proven ways to position your brand. Here are some brands that have used this positioning. [Read the article](https://blog.hellostepchange.com/blog/social-environmental-responsibility) [![brand-positioning04](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/1-Strategy/brand-positioning04.jpeg?width=720&height=405&name=brand-positioning04.jpeg)](https://blog.hellostepchange.com/blog/brand-focus-niche-market-geographical) 12 August 2014 ## [Brands that Focus on the Niche Market and Geographical Territories](https://blog.hellostepchange.com/blog/brand-focus-niche-market-geographical) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) Niche market and geographical territories are two proven and powerful ways to position your brand. See how major brands have done it here. [Read the article](https://blog.hellostepchange.com/blog/brand-focus-niche-market-geographical) [![brand-positioning03](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/1-Strategy/brand-positioning03.jpeg?width=720&height=405&name=brand-positioning03.jpeg)](https://blog.hellostepchange.com/blog/positioning-brand-speed-reliability) 25 July 2014 ## [Positioning Your Brand on Speed and Reliability](https://blog.hellostepchange.com/blog/positioning-brand-speed-reliability) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) Here are two proven and powerful ways to position your brand. Read about the positioning territories of speed and reliability here [Read the article](https://blog.hellostepchange.com/blog/positioning-brand-speed-reliability) [![ikea-brand-positioning](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/1-Strategy/ikea-brand-positioning.jpg?width=720&height=405&name=ikea-brand-positioning.jpg)](https://blog.hellostepchange.com/blog/brand-positioning-originality-simplicity) 16 July 2014 ## [Brand Positioning on Originality and Simplicity](https://blog.hellostepchange.com/blog/brand-positioning-originality-simplicity) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) Brand positioning is about defining an idea and then owning it. How could being the originator or owning simplicity benefit your business? [Read the article](https://blog.hellostepchange.com/blog/brand-positioning-originality-simplicity) [![brand-positioning01](https://blog.hellostepchange.com/hs-fs/hubfs/brand-positioning01.jpg?width=720&height=405&name=brand-positioning01.jpg)](https://blog.hellostepchange.com/blog/positioning-brand-on-size) 9 July 2014 ## [Positioning Your Brand on Size: the Bigger, the Better!](https://blog.hellostepchange.com/blog/positioning-brand-on-size) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) The positioning territory of size focuses on the large range of products or services your brand offers. If size is your brand's aim, what is your target? [Read the article](https://blog.hellostepchange.com/blog/positioning-brand-on-size) 6 June 2014 ## [Making An Impact Through Focus, Quality, Investment And Risk](https://blog.hellostepchange.com/blog/making-impact-in-business) - [B2B Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) If you are going into business get focussed. Hire for quality rather than role then invest in the culture you want to create. Are you ready to take the risk? [Read the article](https://blog.hellostepchange.com/blog/making-impact-in-business) [![where-CEOs-invest-for-growth-2018](https://blog.hellostepchange.com/hs-fs/hubfs/BLOG/Posts/1-Strategy/where-CEOs-invest-for-growth-2018.jpg?width=720&height=405&name=where-CEOs-invest-for-growth-2018.jpg)](https://blog.hellostepchange.com/blog/prophet-is-profit) 3 June 2014 ## [The Prophet Is Profit](https://blog.hellostepchange.com/blog/prophet-is-profit) - [B2B Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) Greed may or may not be good, but it's not going anywhere. Despite the wonders of technology, creativity is still the key to making a mint. [Read the article](https://blog.hellostepchange.com/blog/prophet-is-profit) 7 May 2014 ## [First Brand To Brain Wins! A New Model For Survival](https://blog.hellostepchange.com/blog/first-brand-to-brain-wins) - [B2B Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy) Why are clients so reluctant to heed brand advice from agencies? Is it because business, marketing and innovation aren't working together with equal importance? [Read the article](https://blog.hellostepchange.com/blog/first-brand-to-brain-wins) 25 March 2014 ## [AGL Smarter Working Series – A Different Approach To Working](https://blog.hellostepchange.com/blog/agl-smarter-working-series) - [Step Change News](https://blog.hellostepchange.com/blog/topic/step-change-news) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Digital, Technology & AI](https://blog.hellostepchange.com/blog/topic/digital-technology-ai) Working smarter is everyone's goal. Step Change Marketing have produced an animated 'Smarter Working' explainer series for AGL that you can check out here: [Read the article](https://blog.hellostepchange.com/blog/agl-smarter-working-series) [Newer posts](https://blog.hellostepchange.com/blog/topic/branding/page/2) Page 3 of 3 [Featured seriesKnowledge Nuggets](https://info.hellostepchange.com/knowledge-nuggets) ### Categories - [Marketing Strategy (197)](https://blog.hellostepchange.com/blog/topic/marketing-strategy) - [Digital, Technology & AI (152)](https://blog.hellostepchange.com/blog/topic/digital-technology-ai) - [Business Strategy (118)](https://blog.hellostepchange.com/blog/topic/business-strategy) - [B2B Sales (88)](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding (82)](https://blog.hellostepchange.com/blog/topic/branding) - [Culture & Leadership (73)](https://blog.hellostepchange.com/blog/topic/culture-leadership) - [Step Change News (63)](https://blog.hellostepchange.com/blog/topic/step-change-news) - [Industry Insights (38)](https://blog.hellostepchange.com/blog/topic/industry-insights) - [Stump the Strategist (36)](https://blog.hellostepchange.com/blog/topic/stump-the-strategist) - [Decision Making (31)](https://blog.hellostepchange.com/blog/topic/decision-making) - [Innovation & Disruption (31)](https://blog.hellostepchange.com/blog/topic/innovation-disruption) - [Customer Centricity (24)](https://blog.hellostepchange.com/blog/topic/customer-centricity) - [Predatory Marketing (24)](https://blog.hellostepchange.com/blog/topic/predatory-marketing) - [Knowledge Nuggets (20)](https://blog.hellostepchange.com/blog/topic/knowledge-nuggets) - [History's Greatest Strategists (18)](https://blog.hellostepchange.com/blog/topic/historys-greatest-strategists) - [Thought Leadership (13)](https://blog.hellostepchange.com/blog/topic/thought-leadership) See all categories ## Get the next one in your inbox [Subscribe](https://www.hellostepchange.com/blog-subscription) ## Popular posts - [6 Ways to Identify Unmet Customer Needs](https://blog.hellostepchange.com/blog/6-ways-to-identify-unmet-customer-needs)28 August 2025 - [The 3 Absolute Essentials of Good Strategy](https://blog.hellostepchange.com/blog/the-3-absolute-essentials-of-good-strategy)8 December 2021 - [The Death of the SWOT Analysis and the Rise of the Strategic Radar](https://blog.hellostepchange.com/blog/death-of-the-swot-analysis-rise-of-the-strategic-radar)27 March 2025 - [Team Decision Making: 4 Consensus Techniques Every Leader Must Learn](https://blog.hellostepchange.com/blog/team-decision-making-4-consensus-techniques-every-leader-must-learn)27 June 2024 - [Why Steve Jobs Killed 70% of Apple’s Products : Know here](https://blog.hellostepchange.com/blog/why-steve-jobs-killed-70-of-apples-products-a-lesson-on-range-architecture)1 February 2016 ## Services - [Brand Stories](https://www.hellostepchange.com/services/brand-stories) - [Business Strategy](https://www.hellostepchange.com/services/business-strategy) - [Content Production](https://www.hellostepchange.com/services/content-production) - [Marketing Plans](https://www.hellostepchange.com/services/marketing-plans) - [Predatory Marketing](https://www.hellostepchange.com/services/predatory-marketing) - [Value Proposition](https://www.hellostepchange.com/services/value-propositions) [![Step Change](https://blog.hellostepchange.com/hubfs/raw_assets/public/stepchange-blog-2026/images/full_white_colour.svg)](https://www.hellostepchange.com/) [Unit A1/35-39 Bourke Rd, Alexandria NSW 2015](https://www.google.com.au/maps/place/Step+Change/@-33.8705256,151.1952939,17z) [(02) 8030 8655](tel:+61280308655) - [Home](https://www.hellostepchange.com/) - [About](https://www.hellostepchange.com/about/) - [Services](https://www.hellostepchange.com/services) - [Work](https://www.hellostepchange.com/clients/portfolio) - [Speaking](https://www.hellostepchange.com/speaking/ashton-bishop) - [Blog](https://blog.hellostepchange.com/blog/) - [Contact](https://www.hellostepchange.com/contact/) Search this site Search © 2026 Step Change