I've read more branding books than I can count.
Most blur together. These 10 changed how I actually work. The reading list I give every new hire at my B2B branding agency.
| Website | https://www.charleshaggas.com |
| Blog | https://blog.charleshaggas.com |
Charles Haggas
@charles_haggas
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Co-founder @ BRIGHTSCOUT. Pioneering in B2B tech. Fueling over $1.25B in funding & acquisitions. Read my ramblings at https://blog.charleshaggas.com
Most founders treat a brand launch like a single event. Get through it, and you're done.
That's the mistake.
A brand launch isn't a moment. It's a campaign.
New post on what that actually looks like 👇
https://blog.charleshaggas.com/your-brand-launch-isnt-a-moment-it-s-a-campaign-1cc9f8f3eb2b
You cannot hold someone accountable if you're constantly saving them.
Every time you swoop in to fix a mistake at the 11th hour, you rob your team member of a learning opportunity. You're training them that deadlines are soft and quality is your job, not theirs.
Sometimes you have to let them scrape their knees so they learn to walk.
Non-negotiables are not about ego.
When I insist on pixel-perfect alignment or specific hex codes, it isn't because I am obsessive. It's because if we don't care about the small things, the customer won't trust us with the big things.
If you have to repeat yourself three times, it is not a listening problem.
It's a process problem. Stop blaming the person and start fixing the onboarding or the documentation.
Relying on verbal reminders is lazy management.
It'ss easy to say yes to every meeting and let the day push you around. It's much harder to prioritize, delegate, and protect your time for high-leverage work. If you are constantly reactive, you aren't leading a company, you are just a very expensive support ticket.
Luxury is found in the unscalable things you do to make a customer feel seen.
A generic thank you email is fine, but a handwritten note or a curated onboarding box is memorable. In a world of automation, the personal touch is the only differentiator left.
What is one unscalable thing you did for a customer this week?
Most companies are obsessed with their own features, forgetting there is a human on the other side trying NOT to get fired.
What is keeping your ideal customer awake right now?
If you aren't slightly uncomfortable with your pricing, it is too low.
Cluttered designs and packed interfaces scream anxiety. They show a lack of confidence in the core value proposition. Luxury is the confidence to say less. It is the discipline to strip away the noise until only the essential remains.
If you want to charge more, stop shouting.