How to start any brand project without getting lost
For founders who tend to dive in fast and end up stuck.
There’s a moment I see in almost every brand project—whether I’m working with a founder or a team.
It’s the moment when the excitement turns into a question mark.
You’ve got a name, maybe a logo idea, some notes on your phone, a folder of inspiration, but everything feels scattered. You’ve started doing before fully understanding why you’re doing it.
That’s how people end up rebranding six months later.
Not because they’re flaky, but because they skipped alignment.
Let’s not do that.
Before you build anything, ask these 6 things.
This is a quick alignment check. You can do it on your own, with a co-founder, or with your team before hiring anyone (especially a designer or developer).
Give yourself 15 minutes. Trust your first answers.
1. What is the change we’re trying to create?
Not the product. The change.
How will someone’s life or business feel different after this exists?
2. Who is this really for?
And I don’t mean “women between 25–40.”
What do they need? What do they value? What are they tired of?
3. What do we want to be known for?
Not a long list. Just one thing.
What’s the word you’d want someone to use when describing this brand?
4. What are we not doing?
What’s outside the scope? What won’t we say, offer, or take on, at least for now?
5. How do we want people to feel when they interact with us?
Safe? Seen? Energized? Rebellious?
Be honest and specific.
6. What does success actually look like?
Not in theory. In three months, what would make you feel proud?
Why this works
When you start with these questions, everything else has a foundation: the tone of your copy, the decisions about your website, even the way you price.
This isn’t just about branding.
It’s about getting clear so you don’t waste energy (or money) on the wrong things.
I offer 1:1 strategy calls if you want help making sense of your brand before you build. I’m also taking on new clients for branding and design, especially if you value intention, good process, and beautiful outcomes.
You don’t need a 50-page strategy doc. You need clarity, and you can get there faster than you think.
