We talk about:

• The convincing that needs to be done to help your client see the solution.
• The three important moments in a brand strategy process:
  • The first is the brand workshop. It is the essential starting point for each project.
  • The second is the truth session. Challenge all of the assumptions made in the workshop with your research.
  • The third is the brand strategy presentation.
• Involve the clients in the process.
• First, explore the problems and research, and then begin defining the values and purpose of the company.
• You need to back up your thoughts and opinions with actual data.
• Making it tangible will make it realistic.
• Showing examples will take away fears and add reality.
• Use data to support your opinion.
• You’re not on the sidelines, and neither are they.
• Is it ever possible to be 100% sure?

Important Quotes:

• “Make sure everyone is excited about the solution you’re presenting.”
• “Support it with research.”
• “Define the direction of the brand together.”
• “Incorporate your client’s’ vision.”
• “Think about the narrative.”
• “Make it tangible.”
• “You’re not standing on the sidelines.”