Author: Marni Burns

Marni is the founder and Creative Director of Seed Agency. She is driven by the idea that humans seek happiness that comes from a feeling of connection—to the people, places and systems that surround them— and her mission is to use this insight to create more meaningful relationships between people and brands.

Yay change! Your DIY Brand Audit Starts Here.

Embracing Change: A Strategic Reset Guide

“Change is the only constant.”
So said Heraclitus, the Greek philosopher. His sandals may not be trending now, but his thinking still is. This guide is designed to help you embrace change and transform insights into a smarter, sharper marketing plan.

How to Use This Guide
We recommend carving out 45–90 minutes per day over 3 to 5 days. Gather your team—or just bring a coffee and your favorite thinking tool—and find a quiet space. Shut the door. Start where you are. Starting is the hardest part.

By the time you’re done, you’ll have a clearer picture of what’s working, what’s next, and how often you’ll want to repeat this kind of check-in.

P.S. When we guide clients through this process, it’s a multi-day experience of discovery, strategy, creative ideation, and planning. The magic comes from giving yourself time to pause, reflect, and rethink. This isn’t busywork—it’s the groundwork for bold ideas. Have fun.

1. Wins & Losses

  • What worked this year? Celebrate it.

  • What didn’t? Be honest. What did you learn?

  • Want to go deeper? Try a quick SWOT by defining:

    • Strengths
    • Weaknesses
    • Opportunities
    • Threats

2. Your Customer

  • How have your customers’ lives or challenges changed recently—this year, this quarter, this month?

  • What new pain points are they facing?

  • What are they asking for without saying it directly?

3. Your Value Proposition & Purpose

  • Which of the above problems do you solve—and how effectively?

  • Has anything shifted in your data, feedback, or offering that makes your value proposition stronger (or weaker)?

  • Where does your purpose intersect with your customer’s needs? That overlap is your sweet spot. Make sure it’s clear, concise, and integrated into your messaging.

4. Brand Landscape

  • Where do you stand now in the industry?

  • Have your competitors changed—added, merged, evolved?

  • How is your offering differentiated? Think beyond product—what’s your experience like? Your tone? Your ethos? Your metaphorical (or real) bouncy castle?

5. Messaging Plan

  • Have your competitors shifted their positioning? If so, how does it affect your space?

  • Build a list of messaging themes based on the customer problems you solve.

  • Assign each theme to the platforms you use (email, social, site, print, etc.).

  • Avoid copy-pasting the same message everywhere—tailor it per platform, even if the core theme remains consistent.

  • For each main theme, define 3–5 subpoints or stories. Use these to create platform-specific variations that all support the same narrative arc.

6. Voice & Storytelling

  • Is the way you speak to your customer still resonating?

  • Have shifts in culture, economics, or politics created new nuances in how you should communicate?

  • Are there opportunities to be more inclusive, empathetic, or imaginative in your language or imagery?

Last Thought
Yes, this is a lot. And yes, we love it.

This guide is just the start—each section can be a launchpad into deeper dives tailored to your team, your goals, and your growth. So suit up, dive in, and most of all: enjoy the process. This is where the next great version of your brand begins.

Our Process + You = The Process

So… how do you work?

It’s a question we’re asked often at Seed Agency. And usually, we respond with a step-by-step breakdown—point A to point Z—of how we move through a project. It’s accurate. It’s effective. But lately, the question has lingered in my mind, like something unresolved.

Why does it feel like there’s more to say?

So I walked. I talked—with team members, clients past and present, even a particularly insightful neighbor. I may have also consumed too much coffee and a questionable number of chocolate bars. But the question stuck with me because it’s a little like asking, “How do you walk?”

Our process has been shaped by years of doing. It’s ingrained. Natural. We move through discovery, strategy, creative, and execution like we’ve done it a hundred times—because we have. But articulating it without slipping into industry jargon? That took a step back.

When we zoomed out—across industries, clients, and categories—a new metaphor emerged.

Our process is like a flexible framework: structured, intentional, and time-tested, but also adaptable. A stretchy net, built to hold the shape of whatever brand challenge we’re solving. Because every client is different. Every team dynamic, every problem, every opportunity—unique. That’s what keeps it interesting.

What doesn’t change is the outcome: Clarity. Connection. Value. We’ve helped reposition legacy brands, launch bold upstarts, and breathe new life into businesses ready to evolve. And through it all, we’re not just refining brands—we’re refining the process itself.

It keeps growing, just like we do.

Frenemies: Disruption & Opportunity

The ground is moving.

It’s easy to look at the state of the world today and feel like things are blowing up everywhere. Media practices and outlets, politics, social behaviors, language, medicine, education, transportation, the list is endless. So many of the things we know are being challenged, disrupted or are quickly becoming obsolete, replaced by new practices, thinking, beliefs, and beings – sentient or not.

Change, die, hide, medicate.

To many people, this is cause for outcry. Change, unless you are the catalyst, is unwelcome. Over time, whether you want to or not, you adjust, adapt and at times become an advocate for a new way of doing or thinking. And then just as you have adapted something changes again, and again.

So do we view this current state of seemingly ubiquitous disruption with terror and panic? Do we hide under our beds? Or invent a stronger cocktail?

Find your possible, your inner Elon Musk.

Or do we open up, invite it in, and get curious? Can we recognize and dismantle fixed mindsets and explore what new opportunities lie beyond our comfortable idea of how things work? Can we disrupt ourselves for a moment and look into the new open spaces that disruption creates to discover new solutions for ourselves, our workforce, customers, and clients?

What is being done now that can be done better? What can we invent and refine? What kind of positive change can we make out of the messes and mistakes that are bound to happen along the way?

At Seed Agency, we help clients navigate their brands through an ever-changing landscape of customers, behaviors, media platforms and data. If you need a partner in better navigating toward your own north star, we are here to help.

Happy International Women’s Day to all.

In thinking about which women have been part of my evolution and success, in  the many places I have lived, learned and worked, I have to share that in addition to the women who have been there, there are also many men. Men who alongside women, recognized my strengths, showed patience and respect and continued to believe in my efforts and champion me forward.

In working toward a future where more women are at the table, I think we have to invite everyone to take a seat.

To those who have pulled a chair out for me, thank you:

Bruce Adlhoch, Tarni Bell, John Bishop, Paul Burmeister, Jeremy Burns, Ace Burns, Debbie Cantu, Hilary Crahan, Clare DeBriere, John Dolab, Mia Ellis, Nord Eriksson, Barry Fiske, Shaun Fenn, Grant Herlitz, Mark Hoglund, Kim Holloway, Debbie Karnowsky, Chris Keller, Chip Kettering, Charlie Long, Liz Mason, Colum McCartan, Tracie Mills, Mrs. Palmblade, Jeff Pion, Vinny Picardi, Wayne Ratkovich, Arnold Schuchter, Catherine Suitor, Chuck Sullivan, Roger Torriero, David Weinreb, Josh Weltman, John Zanetos.

Small opportunities to make big connections with customers.

How do you ensure that your brand and all that it stands for radiates out memorably to all who come in contact with you, your space, your services and your people? There are infinite touch-points to consider but let’s start with one that is easily overlooked: Passwords.

When guests arrive, settle in and ask, “Do you have wireless?’ or “What is your password?” This is an opportunity to not only provide a helpful amenity but also to convey something positive about the personality of your brand. What does your password do to help your messaging?

In 2016 I visited Copenhagen, a city that amazed me by the kindness of its people, innovative and efficient systems of travel and transportation and an almost indescribable sense of impish whimsy and joy beneath the surface. At one hotel, when plugging in for an afternoon lobby work session, the password was simply “Welcome!”, which, despite its simplicity and perhaps obviousness, made me smile and feel just that, welcome.

Later in the week, starving and a little damp after getting lost on my trusty hotel bike, I ducked into a restaurant a few minutes before closing and was excited to get a seat. The server was quick to share the specials as he placed utensils and the many dining accessories one never knew one needed before me. Along with a few delicious oysters and a glass of crisp wine, he met my question about wireless with a simple, “Yes you can.” which was both the answer and the password. I loved the place instantly.

How do you want your customers to feel when they walk into your space? How are they greeted by you, by your staff? What small but simple things can you do to make them feel welcome and as at home and at ease as possible? What warm and clever way can you add to their experience and leave a lasting and positive impression?

A look at your wireless password is an easy place to start.