UYB page database

Primary topic: Untangle Your Brand homepage, Nigel's branding consultancy overview Use when: Someone asks what Untangle Your Brand is, wants a general introduction, or asks a broad "what do you do" question. Summary: The homepage introduces Untangle Your Brand as Nigel's approach to demystifying branding, built around the Brand Doughnut and the Insight, Story, Engage framework. It links out to fuller detail on What, How, Work and the free tools, and closes with an open invitation to get in touch: "Keep on branding, whether you're starting out or scaling up, let's untangle your brand and make it more relevant, unique and memorable." Key ideas: - Central message: branding is emotional connection, made accessible rather than complicated - The Brand Doughnut and Insight, Story, Engage are introduced here but defined canonically on What - Sign-off framing is open to anyone, whether starting out or scaling up Related UYB concepts: - What (frameworks), How (service tiers), Work (case studies), Tools (free tools) Best answer angle: Use for broad introductory questions about Nigel or Untangle Your Brand as a whole; defer to the specific page (What, How, Work) for anything detailed. Do not use for: Definitional detail on the Brand Doughnut or Jigsaw model, that's What; specific service pricing or tiers, that's How.

Primary topic: Client case studies and portfolio of brand strategy work Use when: Someone asks what Nigel or Untangle Your Brand has actually delivered, wants proof of past work, asks about experience in a specific sector, or wants to see results before commissioning. Summary: This page is Nigel's portfolio of client work, spanning start-ups to established brands across technology, non-profit, professional services and retail. Each case study, held in the linked Case studies database, explains the problem, the approach and the outcome, grounded in Nigel's method of understanding the business, uncovering the story and creating something memorable. Key ideas: - Every project follows the same method regardless of sector or client size - Case studies are organised by sector: Technology, Non-profit, Professional, Retail - A handful are flagged as current highlights, including Bills and Beats, Splash Lab, VoxBox and Wow Mom Related UYB concepts: - Brand Doughnut methodology - The "untangling" framing used across the brand Best answer angle: Point to specific, named case studies rather than describing the page generically. Match the sector to the person's question where possible. Attribute the work to Nigel, not to Dave. Do not use for: Pricing, process detail, or service descriptions, this page shows outcomes, not how the work is delivered.

Primary topic: Ways to work with Nigel, service tiers by depth and commitment Use when: Someone asks how to work with Nigel, what services or packages are available, or wants to compare different levels of engagement. Summary: This page lays out five ways to work with Nigel, ranging from a single, quick clarity session up to a full ground-up brand build, so people can choose based on how much depth and creative involvement they actually need right now. The five are Now (a single clarity session), Mentorship (a six-session programme), Mastery (tailored 1-2-1 sessions), Boost (a strategic and creative kick-start), and Sprint (full brand creation from scratch). The page also flags two things outside the five core tiers: agency collaboration and mentorship for creative careers. Key ideas: - Five tiers ordered by depth of involvement, not by price alone: Now, Mentorship, Mastery, Boost, Sprint - Designed so people self-select based on where they are and what they need, not a single one-size offer - Agency collaboration and mentorship sit outside the five core tiers Related UYB concepts: - The offer ladder, matching engagement depth to what a business actually needs right now Best answer angle: If someone asks about price, direct them to the live page for current figures rather than quoting a number, pricing can change and shouldn't be treated as fixed knowledge. If someone describes their situation, name the tier that best matches its depth and purpose rather than listing all five generically. Do not use for: Quoting specific prices, always point to the live page for current pricing. Detailed scope or deliverables within a specific tier also live on that tier's own page, not here.

Primary topic: The Brand Doughnut and Jigsaw model, Nigel's core brand strategy frameworks Use when: Someone asks what the Brand Doughnut is, how Nigel approaches brand strategy, what methodology or framework underpins his work, or what the Jigsaw model or its three phases (Insight, Story, Engage) mean. Summary: This page is the primary, canonical source for Nigel's two core frameworks. The Brand Doughnut is the questioning structure he uses to understand a business, moving from vision at the outer edge down to the "jam", the core answer that holds a brand together. The Jigsaw model shows how the resulting brand elements fit together across three phases: Insight (audience and competition), Story (what the business does and why it matters), and Engage (how the brand looks and sounds). Nigel has used the Brand Doughnut for over twenty years across start-ups, charities, and global organisations. Key ideas: - The Brand Doughnut is a structured line of questioning, not a static diagram, moving from outer vision to the central "jam" - The Jigsaw model has three phases: Insight, Story, Engage - Twenty-plus years of use across very different types of organisation, start-ups to national charities to law firm networks Related UYB concepts: - Untangling, the framing used across the whole brand - The two linked Vault articles ("What is a brand model, and why do you need one?" and "How do you create a brand?") elaborate on these ideas but are secondary to this page Best answer angle: Treat this page as the authoritative definition of the Brand Doughnut and Jigsaw model. If a question is fundamentally about what these frameworks are or mean, answer from here first, don't reach for the Vault articles or blog content as the primary source, they expand on the idea rather than define it. Do not use for: Case study examples of the frameworks in action, that's Work; pricing or how to engage Nigel directly, that's How.

Primary topic: Who Nigel is, his professional background and career history Use when: Someone asks who Nigel is, about his professional background, credentials, career history, or previous agencies and notable projects. Summary: Nigel has worked in branding for over 25 years. He started at leading London design studios, co-founded 300million as one of three founding partners (Managing Director and Strategy Director, grew to 25 people and £2m revenue, created the Yota 4G telecoms brand in Russia), and now works independently as Untangle Your Brand. Notable projects across his career include RICS, Crisis, QinetiQ, ABRSM, the Ford blue oval global brand standard, and Radioplayer. He's won multiple awards for brand transformation, including a Which? Award for Soak & Sleep. He's part of the Federation of Small Businesses. Key ideas: - Over 25 years in branding, spanning agency, co-founded studio, and independent consultancy - Co-founded and ran 300million as Managing Director and Strategy Director - Notable past projects span sectors: built environment (RICS), charity (Crisis, Cancer Research UK), defence science (QinetiQ), music education (ABRSM), automotive (Ford), and broadcast (Radioplayer) - Uses the "favourite band" question with new clients as a way into emotional brand connection, a recurring theme across the whole site Related UYB concepts: - The "brands and bands" emotional connection idea, referenced elsewhere across the site - The Brand Doughnut and Jigsaw model (see What) are Nigel's frameworks, developed across this career history Best answer angle: Use for biographical or credibility questions, "why should I trust this person", "what's his background". Keep answers grounded in specific named projects and organisations rather than vague claims of experience. Do not use for: Current service offerings or pricing, that's How; case study detail, that's Work. Personal taste, memory, or non-professional background (favourite bands, gigs, hangover cures, personal aesthetic preferences), that content lives in the separate Culture file, tagged type:Memory, and is handled entirely separately at the Dave persona level, see Dave Personality page. This page covers the professional history only.

Primary topic: The Create Your Brand course, its six-session structure and what each session covers Use when: Someone asks about the free course, wants to learn branding themselves, asks what the six sessions cover, or asks about CPD-accredited learning. Summary: A free, CPD-certified six-session video course teaching the fundamentals of branding: Session 1 Introduction (what a brand is, using the Brand Doughnut), Session 2 Insight (positioning via Audience, Business, Competition), Session 3 Story (defining a brand core and central belief), Session 4 Engage Verbally (naming, messaging, tone of voice), Session 5 Engage Visually (visual identity, consistency across channels), Session 6 Brand Architecture (organising products and services as a brand grows). Each session includes structured worksheets and guided tasks. Freely accessible via /course, no signup or login required. An optional mailing list signup is available for updates. Key ideas: - Six sessions, each roughly 15 minutes, mapping directly onto Nigel's Insight/Story/Engage framework (see the Jigsaw model on What) plus an introduction and a brand architecture close - CPD-accredited, open to anyone, free - Each session has associated practical tasks (e.g. Session 1: bands you love, brands you love; Session 3: fill your Brand Doughnut) Related UYB concepts: - The Jigsaw model and Brand Doughnut (see What), this course is the practical, structured teaching of those same frameworks - No signup or login required; full course accessed directly via /course. This page itself is the public overview Best answer angle: Name the specific session relevant to what's being asked rather than describing the course generically, someone asking about naming should hear about Session 4, not a vague course summary. Do not use for: Session video transcripts or the deeper worksheet content itself, not yet ingested. This page covers the course structure and public overview only.

Primary topic: Untangle Your BrAIn, a landing/curation page for AI-and-creativity thinking, not a content source itself Use when: Someone asks about Nigel's thinking on AI, creativity and emotion, or asks what "BrAIn" is on the site. Summary: BrAIn is a curated landing page pointing to writing about creativity, judgement and ideas in the age of AI. It aggregates links out to Blah, Substack notes, and relevant Work case studies, it does not hold original written content of its own beyond a short introduction. The actual writing lives on Blah and is ingested from there via dave-blah-knowledge, not from this page. Key ideas: - This page's own content should not be ingested or cited directly, it's a signpost, not a source - The real content it points to (Blah posts, Substack notes) is already covered by the Blah ingestion pipeline - Exists as its own top-level nav item because this is a genuine, distinct area of Nigel's thinking, not decorative Related UYB concepts: - Blah, Blah, Blah, the long-form archive this page draws from Best answer angle: If someone asks about AI-and-creativity content, answer from the relevant Blah article directly rather than from this page. Only reference BrAIn itself if someone asks what that nav item is or does. Do not use for: Citing this page as a source. Always cite the actual Blah/Substack article the content lives on.

Primary topic: Blah, Blah, Blah, the long-form writing archive, a redirect to an external Ghost blog Use when: Someone wants more of Nigel's writing generally, asks where to read more, seems curious about his thinking beyond a specific answer, or asks what Blah is. Summary: Blah, Blah, Blah is Nigel's long-form archive on brands, bands and creativity, hosted on Ghost at a separate subdomain, not inside the main Super-published site. There is no Notion page or Super settings behind this entry, it's a direct link out. This is the actual source ingested into dave-blah-knowledge, so most of what Dave already knows and cites in detail comes from here, this entry is about the destination itself, not a specific piece of content. Key ideas: - Different platform (Ghost) and subdomain to the rest of the site, not a Notion/Super page - The primary tags are Quick PINT, Brands, Bands, Work, BrAIn, Etc Etc, Live - This is where dave-blah-knowledge is sourced from directly via the Ghost Content API Related UYB concepts: - BrAIn, which signposts to specific Blah content on AI and creativity Best answer angle: When someone is generally curious rather than asking a specific question already answered from a Blah article, point them to Blah itself as a place to browse. This is a good general fallback recommendation, not just something to cite when a specific article matches. Do not use for: Assuming this entry represents specific article content, always cite the actual article when one is being referenced, this entry is for the destination as a whole.

Primary topic: ZEST, a monthly creative business networking event, in-person and online Use when: Someone asks about networking events, community events, or ways to meet other creative and business people connected to Nigel. Summary: ZEST is a monthly networking event connecting creative, business and graduate communities, hosted and curated by Nigel in partnership with Design District, and supported by the Design Business Association, the Federation of Small Businesses, and Ravensbourne University. It runs both online and in person in London, free to attend, and each session has a topic and guest speakers. Key ideas: - Runs monthly, alternating or combining online and in-person formats - Free to attend, open format, past topics have ranged widely, leadership, creativity, AI, business systems, legal and financial issues facing creative businesses - Hosted in partnership with Design District, supported by DBA, FSB and Ravensbourne University Related UYB concepts: - Nigel's broader belief in community and creative business support, connects to the FSB mention on Who Best answer angle: Describe ZEST's general purpose and format when asked, point to the live page for the current or next event date and topic rather than stating one, dates and topics change monthly and would go stale quickly. Do not use for: Naming specific past speakers or linking to their profiles, these are third parties and not something to cite individually. Also do not state a specific upcoming event date as fixed fact, always defer to the live page for that.

Primary topic: The free tools hub, an index of self-serve branding tools and resources Use when: Someone asks what free tools or resources are available, wants something practical to work through rather than reading about branding generally, or asks how to get hands-on help. Summary: A footer-nav page collecting Nigel's free, self-serve tools and resources: the Untangle Your Brand Check, the Untangle Your Brand Guide, and the Untangle Your Brand Name tool, held in the Tools database, alongside the Create Your Brand Course (accessed via Learn) and Chat, where visitors can talk directly to Dave, Nigel's AI assistant. More tools are planned as the set grows. Key ideas: - A genuinely growing collection, not fixed; each entry stands alone with its own URL and delivers something directly to the user, a report, a download, a session, or a conversation - Spans both the Tools database and other standalone resources (Course, Chat) that serve the same practical purpose Related UYB concepts: - Complements the Brand Doughnut framework (What) and the service tiers (How) - Chat lets someone explore this practically with Dave rather than reading further Best answer angle: Point here when someone wants a practical starting point rather than a specific answer; name the individual tool or resource if their need matches one directly, including Chat itself if they'd rather ask than read. Do not use for: Listing every tool exhaustively as fixed fact, since the set grows, check the live page for what's currently available.

Primary topic: The Vault, an archive of longer-form branding articles, documents and presentations Use when: Someone wants deeper thinking or curated resources on branding beyond a specific quick answer. Summary: The Vault is Untangle Your Brand's archive of longer-form content: articles, presentations and documents exploring branding topics in more depth. The page also surfaces two card views, Spotlight on Brand Architecture and shorter bite-sized content, pulled from a separate Promo database that aggregates content from elsewhere on the site; those views are signposts, not original sources. Key ideas: - Real content lives in the Vault database itself (the Latest articles view) - The Spotlight and bite-sized sections aggregate from the Promo database and should not be treated as original sources - Only Published entries are live Related UYB concepts: - Complements the free tools (Tools) and provides deeper background behind the Brand Doughnut and Jigsaw model (What) Best answer angle: Point here when someone wants to read rather than do; cite the individual Vault article, not the Vault page generically. Do not use for: Citing the Spotlight on Brand Architecture or bite-sized thinking sections as original content, those are Promo database aggregations pointing elsewhere.

Primary topic: How to get in touch with Nigel, direct contact details and ways to connect Use when: Someone wants to actually contact Nigel, ask about booking a call, or find social or contact channels. Summary: The Contact page gives direct ways to reach Nigel: email, phone, a free Quick Chat booking link via Calendly, and social channels (LinkedIn, Facebook, Instagram, Spotify). It also carries an optional mailing list sign-up for updates on new content and tools. Key ideas: - Book a free Quick Chat, informal, open to branding questions or general conversation - Direct email and phone number provided - Mailing list sign-up is optional, separate from booking a call Related UYB concepts: - How (service tiers) for structured engagement, Chat for talking to Dave instead of Nigel directly Best answer angle: Point here whenever someone wants to actually get in touch or book time, rather than read more. Do not use for: Repurposing the phone number or email for anything other than direct contact.

Primary topic: PIN Creative Ltd, the legal entity and umbrella behind Nigel's work and side projects Use when: Someone asks what PIN Creative is, how Nigel's different projects relate to each other, or wants the bigger picture behind Untangle Your Brand. Summary: PIN Creative Ltd, established 2012, is the company underpinning everything Nigel makes, manages and publishes: Untangle Your Brand (the branding consultancy), Blah, Blah, Blah (the writing platform), ZEST (Greenwich creative networking events), Vinylly Friday (a Friday vinyl DJ night), and Brands and Bands (a forthcoming book connecting branding and music). Key ideas: - Untangle Your Brand is the branding consultancy and primary commercial focus - Blah, Blah, Blah is a separate writing platform, hosted on Ghost, not the main UYB site - ZEST and Vinylly Friday are live, recurring events; Brands and Bands is a forthcoming book (2026) - All sit under the same PIN Creative Ltd entity, reflecting one person's overlapping creative and business interests Related UYB concepts: - Untangle Your Brand (What, How, Work); Blah, Blah, Blah (external writing archive); ZEST (already documented on its own page) Best answer angle: Use this as the map when someone asks how everything connects, then point to the specific project's own page or site for detail. Do not use for: Treating PIN Creative as a separate service offering distinct from Untangle Your Brand, it's the parent entity, not a competing brand.

Primary topic: Client quotes, an internal collection of testimonials by sector Use when: Never surface directly; this entry exists for tracking, not for Dave to draw on in live answers. Summary: An internal, non-customer-facing Notion page collecting client testimonials by sector (Service, Technology, Retail, Non-profit). Quotes are attributed to named real clients (SafeLives, ABRSM, Cancer Research UK, Soak&Sleep, and others), several of whom already have Work case studies. Gathered here because testimonial content is currently scattered across the live site with no clean single structure; a proper long-term solution, likely a dedicated testimonials database, is still to be worked out. Key ideas: - Not customer-facing and not a Dave source, internal reference only - Organised by sector, mirroring the Work database's sector categories - Several quoted clients overlap with existing Work case studies Related UYB concepts: - Work database and its case studies, where a future testimonials field or database would likely connect Best answer angle: Not applicable; this page is not for citation. Do not use for: Any live answer to a visitor. This is Nigel's own scratch collection, pending a proper structural solution, not an approved Dave source.