What’s your appetite for risk?
Perhaps it’s a bit of a strange question coming from a brand design consultant but bear with me…
Let’s say you’re thinking about embarking on a rebrand or brand refresh and you see the phrase, ‘brand discovery’ or ‘brand immersion’ as the first in a series of steps an agency has in mind for you.
Do you know what it means? And will you be taking a chance on it? (The agency knows what it’s doing, right?) Or, as you’re pretty sure you know what you want from the design process, maybe you’ll see if you can skip anything with a whiff of workshop about it.
Why discovery matters
In truth, brand discovery (that’s what I call it!) is integral to any rebrand or brand refresh. It sits at the heart of a project, and is far more than that initial, ‘getting to know you’ discovery call a client and agency have by way of introduction to each other. It’s what needs to happen before anyone starts doing any of the creative work as it is what informs the brand strategy.
So, rather than being a question of, “Do I need this?” it’s more about, “How deep do we need to go?”