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Entrepreneurial weightlifting, it’s not for the weak minded.

Why do people go to personal trainers? It’s free to jog in the park. One session with a trainer costs as much as a month at the gym. More even. And yet people see trainers all the time and the reason is obvious.

Trainers know the secret to working their muscles. They work out daily. Their bodies are at peak performance. (We’re talking awesome, fit and muscular trainers here – shout out to the trainers @ tribe). Someone who doesn’t work out daily could never match this level of performance. Their muscles are simply not conditioned that way.

Just as the body has limitations, so does the mind. Lucky for us, we can train our bodies and minds to perform better, faster, and more efficiently. Just as muscles grow stronger through the process of constant tearing and repairing, creativity, or the creative muscle also develops through focused and sustained exercise.

Where does brand strategy fit into all this? If you want to get fit, you see a trainer. The trainer provides you with the high performance strategy that will take you from here to there. The same goes for your brand strategist. Like that trainer, he’s been flexing those creative muscles daily, pulling and tearing, repairing and pulling them again. He knows about peak performance. He knows what a well-branded business can be capable of.

Where some businesses may see limitations (“No way can I lift eighty kilos!”), a brand strategist sees opportunities (“We can leverage some weight over here to make it seem lighter.”). He looks at your strengths and uncovers possibilities where you might not have seen them before. Just as you look to your trainer’s sleek physique for inspiration, your brand strategist gives you a fat injection of creativity.

That’s what we’ve been doing at here The Sponge: funneling our energy into creative strategizing. Every day. After we’ve strategized, we rip it all apart and put it back together again, make it stronger. It’s entrepreneurial weightlifting and hot damn, it feels good. For myself, I feel incredibly grateful for the opportunity to do this kind of creative muscle-flexing.

It’s that energy and sizzle that we long to pass on in a strategy meeting. At the Sponge, we’re selective with our clients because we know it’s essential for achieving maximum effect. A strategy is something we have to develop together. It’s an exchange of ideas and it requires open-minded clients to get excited about new innovation, clients that want to explore and have fun.

Fun, you say? Yes, fun. That’s when the best work gets done. When people get excited – that’s when the creative juices really get flowing. That’s a large part of why seeing a brand strategist is important. Once the creativity comes, you start to examine facets of your business you didn’t even know existed. Revenue streams appear like magic. You start clipping away all those tedious bits that create stress.

Strategy meetings are a place for things to grow, a place where ideas get molded into products you can take to the bank. What exactly goes on in these meetings? I’ll save that for next time.

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Humbling Words From Awesome People

Our brand looks better than we could have dreamed and The Sponge team managed to squeeze so much meaning into it that our prospects really get a sense of how we can help them.
Darren Vardy
Insolvency Options
The Sponge have been outstanding to work with. Their expertise, dedication and outstanding quality of work is second to none. I am grateful for their input into the design of our brand and website.
Matt Malouf
The Fortune Institute
The Sponge truly immersed themselves into our business, our team and our culture to develop a brand that not only captured our essence but more importantly; expressed it to the world.
Mende Seljanovski
Enth° Projects
Love their vision, love their work and mostly love the team!
C. S. Chen
Claytan Australia
Luke and the team at the Sponge are truly artisans of their craft. They're AWARE, they DARE and DELIVER.
Claude Di Ciano
Richardson & Wrench Willoughby
Awesome design. Easy to work with. Jobs are completed quickly. Highly recommended.
Alexander Bont
Great creative proactive company. Could not be happier with the works they both provided and suggested. Now our go to company for branding.
Ross Thompson
JHA Engineers
Awesome company with awesome creativity. After working with them over 2 years, The Sponge has successfully turned me from a happy customer into a raving fan!
Jeremy Chen
Claytan Australia
High level strategic thinking and their creativity makes them stand out. Quick turn around time and reasonable price make them the winner every single time.
Syed Mujtuba
Crescent Wealth
A great vibe and energy brought to every project that The Sponge have led for me. Easy to work with, quick on the uptake of direction and prompt service. Will definitely be using The Sponge again and highly recommend.
Lucette King
NSW Department of Education
The Sponge team are great to work with. They translate your ideas and vision into something real and tangible and they truly want to make an impact to your business strategy with their valuable insights. We have been using them for over 10 years and would highly recommend their expertise.
M Levonian
William, Thyme & Prophet / Report Factory
Luke and the crew at the Sponge helped set up our Corporate image as it stands today. They were extremely helpful and patient. They took the time to understand our business and brainstormed with us some of the essential elements and came up with various images until we were happy with the final one. Can't recommend Luke and his team enough. Thanks again Luke.
Kim Lie Jom
Complete Health Chiropractic
I usually don’t believe in one stop shops, because of the inability to be great across many areas, but The Sponge truly are the one stop shop for brand creation, innovation and lead generation.
Mark Capelin
Tribe Social Fitness
I have had The Sponge involved in several IT based projects over my years working as a Software Developer. Each project has seen results that have exceeded expectations and I highly recommend them.
Shane Wisniewski
Wesfarmers Industrial and Safety
One of Luke’s talents is his ability to move people and organizations from the creative to the innovative, commercializing ideas and inventions.
Rodney Marks
Hoax Speaker
I recommend The Sponge’s services to new and established organizations who are looking to differentiate themselves from the “ordinary” and stand out from the crowd.
Annette Wright
InfoGenesis Pty Limited
The Sponge’s perceptive sensibility guarantees a perfect match between your business and its presentation to the world. They makes your values, ethics, goals, and the 'feel' of your business shine through every aspect of your brand.
Geoff Walker
Sydney Massage Time Pty Ltd
Branding is a familiar concept to comms & marketing professionals like myself. But it’s often a mystery to other staff, and for brand to be authentic, unique and indispensable they all need to be on board. This training helped me clarify branding to everyone in our organisation. Now they’re all part of the brand redevelopment crew, identifying and sharing stories that resonate with our values and purpose. Thanks, Luke, for launching our journey to uncover the brand that ‘comes from within’.
Avril Janks
Communications and Marketing Coordinator
We were in the middle of re-branding and wanted to know how better to market our product including how better to tell our story. This webinar provided practical marketing techniques, and rationale to explain the benefit of this strategy. The 'light bulb' moment for me was making the connection between the power of storytelling and marketing our brand.
Susan Perry
CEO CommunityGro
The Sponge is enabling small business to focus on essential elements of marketing/strategy. I used to go in circles and best guess engagement with customers; I didn’t understand my target market. The Sponge gave me a real wake-up call: To realise how much time and money I was throwing away for no return. The learning was interesting and interactive. Now, I feel in control and focused.
Sue Lea
Timely Business Solutions

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