Got a question about your brand or helping your client with their brand? Doctor Frank will see you now. *Not a real doctor.
gdayfrank.substack.com (https://gdayfrank.substack.com?utm_medium=podcast)
What can you expect from this podcast episode?
“Oh s**t, we need a brand audit” might sound like the start of an uncomfortable conversation, but this thing called a ‘brand audit’ can give you the clarity to work out what your brand needs next to win. This week’s podcast episode starts with the brand identity I developed for Alice CPA, an audit firm in New York City, where we used toilet paper packs, calming candles and a bit of humour to acknowledge the nerves startup founders felt about needing a financial audit before securing venture capital funding. A brand audit serves a different purpose, but having someone examine your business can bring on similar feelings, especially when you suspect things aren’t working or you’re unsure how you compare with competitors.
From business ambitions and brand strategy to customer research, recognition, messaging, packaging and team culture, this episode works through a practical ten-point checklist to assess where your brand stands. It covers whether customers remember you, how easy you are to find and buy from, whether your name and logo work in everyday use, and how well you attract and support the right people. The aim is to identify what needs attention alongside the strengths worth protecting, then turn those findings into priorities you can act on. You might need a rebrand, or you might discover that clearer communication, a better customer experience or stronger team alignment would make a bigger difference. Either way, you’ll have a clearer direction to give your brand a shot at better business success. Toilet paper optional.
Get full access to Doctor Branding at gdayfrank.substack.com/subscribe (https://gdayfrank.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4)
6 Oct 2026
You know your business. But do you know why customers choose your brand?
What can you expect from this podcast episode?
You can know your business inside out and still misunderstand why customers choose your brand. This week’s podcast episode looks at how customer research can help you move beyond assumptions to understand who buys from you, what they need and the circumstances that lead them to choose your offering. Using two fictional brands I’ve developed, Popits popcorn ball snacks and Sydney real estate agency Chapter Realty, I work through five practical steps, from getting your assumptions down and finding people willing to share feedback, to speaking with customers before and after they buy, including those who chose someone else.
Because knowing why people choose you gives you something useful to shape your brand strategy around. This episode explores how to compare what customers say with actual buying behaviour, combining qualitative feedback with quantitative data to make more informed decisions about targeting, positioning, messaging and customer experience. It also looks at category entry points, the needs and occasions that bring your category to mind, and how those insights can help your brand be remembered and available when needed. Whether you’re serving a particular customer segment or a wider market, the aim is to give your branding and marketing a clearer direction based on the people you’re trying to connect with.
Get full access to Doctor Branding at gdayfrank.substack.com/subscribe (https://gdayfrank.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4)
14 Sept 2026
AI in the hands of a branding guy
What can you expect from this podcast episode?
AI can give anyone access to branding and marketing tools, but access to the tools doesn’t necessarily mean you’ll get the same outcome. This week’s podcast episode looks at the difference between using AI yourself and having a branding, marketing or creative professional use those same tools, where their experience can help determine what to ask for, what’s actually good, what needs changing and, perhaps most importantly, when AI shouldn’t be used at all.
Because AI can produce an output, but expertise determines whether that output is actually useful. From the IKEA effect and becoming overly attached to something you’ve prompted AI to create, to logos, photography, messaging, websites, print and other branded materials, this episode looks at some practical guardrails for where AI can help and where you might be better off calling in a professional. Because my two general rules are pretty simple:
* Use AI to help with something, not necessarily to do the whole thing.
* If a consumer is thinking “is this AI?” and not focused on what you’re actually communicating, it’s not good enough for your brand.
Get full access to Doctor Branding at gdayfrank.substack.com/subscribe (https://gdayfrank.substack.com/subscribe?utm_medium=podcast&utm_campaign=CTA_4)
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