Updated: Oct 17, 2019
I'm often called into businesses to help breathe new life into a brand.
The first stage of any project like this requires listening. It requires proper discovery. I need to get to grips with the way customers currently see the brand, how staff feel about it, the business culture and the vision of the leadership team. I need to get my teeth into it.
Without a detailed understanding, it is impossible to create meaningful change or see where opportunities might lie.
I call this the "discovery" phase. It's the hardest but most rewarding phase of any branding process. It's hard because you have to resist coming to conclusions too soon. You have to be patient with it.