Embarking on brand design without proper initial strategic thinking is like starting a journey without knowing where you’re going. Ultimately, it will lead nowhere and potentially squander a lot of precious budget.

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Whenever we kick off a project with new brand owners, we start with a Discovery phase. We ask a heap of questions, and through answering them we tease out key insights about a brand’s emotional DNA. This stuff matters deeply when a brand is trying to build an authentic connection with their audience. Ultimately it’s the audience who will dictate whether a brand will flourish, grow and deliver on business goals

We’ve put together a short mini-guide that gives a little taste of some of those key questions and the reasons we ask them. Its a handy snapshot of some of the key brand-building pillars all startups need to consider.

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