If you own a design business and you haven't said "I have no idea what I'm doing" at least once a year, you're not being honest or you're not challenging yourself enough.

Just to break the ice, I'll be the first to admit it. I've said "I have no idea what I'm doing" out loud multiple times in my career. I've looked up "branding" on Wikipedia before a big pitch meeting (more than once). I've read countless articles, blogs and books about branding. I might own "Branding For Dummies." I've watched Mad Men multiple times (if you haven't yet, you definitely should). I've been to conferences, seminars and held conversations with "branding experts."

The concept of branding can be complex and confusing with all the trendy buzzwords and proprietary processes: Value Propositions, Core Values, Mission Statements, Business Model Platforms. It's enough to make your head spin. Big agencies charge big corporations big bucks to manage their brands. Is that really what branding is all about? Is there a better way?

I'm just a designer and I really hate buzzwords. I was taught to design creative solutions after defining problems, functional parameters and target audiences. Then it hit me. That is exactly what we need to do, which is quite simple: We ask you lots of questions, do loads of research and try to make sense of it all. The difficult part is the self-discovery. Brand discovery is like psychotherapy for your business. But instead of asking “how does that make you feel?” we ask: “why? why? why?” like an annoying 3-year old.

There isn't a secret to branding. Nobody, including myself, holds the magic wand or special formula. Yes, it’s important to have a process, but that doesn’t mean you have to be Target or Google and have a multimillion dollar marketing budget. We certainly don't expect you to. Our clients are entrepreneurs, thought-leaders — people who understand the value of good design. The first and most important step is understanding who you are and what you stand for. Once you know that, you're well on your way to becoming an expert in your field...or at the very least, you're no longer a fraud.

By: Jennifer Culpepper
Chief Creative