I Ask Annoying Questions...

I've learned that one of the fastest ways to make people uncomfortable is to ask questions they weren't expecting.

Questions like:

Why should people care?

What would customers miss if your business disappeared tomorrow?

What are people actually buying from you?

Would anyone recognize your work without your logo?

Every time I ask my clients these (and many other) questions during a Creative Brief, they say things like, "This feels like homework," or "I've never thought about this before," or "Girl, you've got me thinking hard here!" and my favorite: "You've given me a lot to think about."

The questions might be annoying, but they're necessary. If you can't answer them about your own business, products, or services (the things you're asking people to spend their hard-earned money on) you've got a deeper problem.

Through the years, I've realized that being a good branding specialist isn't really about having all the answers. We're good at asking better questions: the kinds of questions that get the wheels turning and leave you feeling clear and confident about what you do, and why.

Many businesses, especially startups and entrepreneur-led ventures, don't struggle because they lack talent or don't have a great product. They might be struggling because they're building things they haven't really stopped to think about... in excruciating detail. Sometimes, people come to us asking for a logo when what they really need is clear positioning. Sometimes, they want more customers but haven't identified who they actually enjoy working with. Sometimes, they want to "stand out" while doing exactly what everyone else in their industry is doing.

Brand strategy isn't magic.

I can't promise you'll become an overnight success, sell out in a week, or be booked solid for months after working with me. If that were guaranteed, I would be the most successful brand strategist/designer on the planet, with no need to be running this business. I'd be retired at 35, sipping non-alcoholic cocktails in a different country every week.

I don't have all the answers.

I do, however, have the right (sometimes-annoying-but-definitely-helpful) questions. Helping you answer them is how we work together to build a stronger brand that people know and trust.

If you're ready to work with someone who will ask the tough questions so that you're prepared for anything, you know where to find me!

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