Level Up Your Brand

Send us Fan Mail What's the difference between copy that sounds like it was written by a committee and copy that makes someone stop scrolling and think 'these people get me'? Personality. In this episode Martin Sully shares three practical tricks for finding your brand's tone of voice – including the This Not That game, and two Australian craft breweries with serious swagger. L...

Send us Fan Mail Rollie shoes once sent Martin an invoice that folded into a paper airplane. It was completely useless. He still talks about it years later. That is the point. In this episode Martin Sully shares two practical methods for mapping your customer journey and turning every touchpoint – including the ones you've never thought to brand – into something worth talking about. LINKS Epi...

Send us Fan Mail Blockbuster had every advantage. Loyal customers, physical locations everywhere, a recognised brand. And then they stopped delivering on the experience people expected. Your brand is worth nothing if you can't uphold a promise through every single customer interaction. Martin Sully shares four practical ways to build the culture that makes your brand promise real -- even if y...

Send us Fan Mail In 1982 an ad agency filled a field with a hundred white sheep all facing one direction – and one black sheep going the other way. That campaign for Levi's black jeans became one of the most iconic in advertising history. The tagline: when the world zigs, zag. Martin Sully explains why most brands are still zigging, and exactly how to find your zag. LINKS Episode page: https:...

Send us Fan Mail Meet Brian the Explorer. He's 28, he spends 30 minutes in the bottle shop reading every can label, he puts empties on a shelf like a badge of honour, and he's your dream customer -- if you sell craft beer. In this episode Martin Sully shows you how to build a customer persona so specific and vivid that your marketing practically writes itself. LINKS Episode page: https:/...

Send us Fan Mail Your brand is not the right fit for everyone. And that's not a problem -- it's the whole point. The fastest path to finding your ideal customers is getting ruthlessly clear about who you don't want. Martin Sully opens this episode drinking beetroot juice and explains exactly why that's the perfect metaphor for what your brand should be doing every day. LINKS Ep...

Send us Fan Mail Pepsi consistently beats Coke in blind taste tests. Yet Coke outsells Pepsi everywhere. How? Because people aren't buying the drink -- they're buying the brand experience. In this episode Martin Sully unpacks the five pillars of intentional brand alignment and shows you how to build the same emotional connection without a $6 billion marketing budget. LINKS Episode page:...

Send us Fan Mail Most people think branding is a logo. It isn't. It's every single decision your business makes – including the soap in your bathroom, how your team answers the phone, and yes, whether you use single or double ply toilet paper. In this episode Martin Sully breaks down what branding actually is, dismantles the biggest misconceptions, and walks through the six foundations e...

Send us Fan Mail Welcome to theLevel Up Podcast.  Formerly the Hot Metal Brand Podcast. I'm Martin from Snapper Studio, and I'm on a mission to help you get clarity in your brand and confidence in what you're selling. From thoughtful empowering brand strategies to defining powerful visual stories - I'll arm you with bite-size branding tools to help you improve your brand and le...