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’…