Published
May 2, 2025
A couple of weeks ago, an agency reached out for help with a tricky logo project. They were stuck and needed fresh eyes. I love a creative challenge, so I was happy to jump in. First, though, I explained my process: uncover the brand’s potential and nail down positioning before pencil touches paper (or a mouse clicks a screen). Unfortunately, there wasn't enough time or budget, so that crucial first step got skipped. I delivered the concepts a few days later, and the agency was thrilled. They even topped up the budget so I could create a slick video presentation. Then came the client’s short email:
“We need to chat about the concepts and rethink our approach.” It quickly became clear things hadn’t gone quite as well as we'd hoped. Between briefing and presentation, the client had shifted their strategy, moving from how the product made people feel to highlighting its environmental benefits. The good news? The concepts helped clarify their new direction, even though they weren’t quite right anymore. The bad news? The project got cancelled. (Though, thankfully, I still got paid and the agency were impressed enough with my creative work enough to recommend me to someone else.) This situation is exactly why I developed the Brand Doughnut, my brand defintiion process, designed to create clarity from the outset. It takes around 30 minutes, it's completely free if you do it yourself. It's worked for startups, global brands, and everyone in between, bringing clarity, strong positioning, and standout results in crowded markets. The real challenge isn't having a good process; it's convincing clients to trust and follow it. Here's what I wish I'd done: Explain the ‘why’ Don’t just describe the process; clearly show why each step matters. Share relatable examples Stories stick. Give examples of when trusting your process worked (or skipping it didn't). Make it simple, not optional Present your process as the easiest, safest route—not something extra to consider. This was a timely reminder for me. Would I have got the job if I'd insisted on my process? Maybe not. But trusting the process would have saved everyone some headaches. Do you find it tricky to communicate your process clearly to clients? Here's the Brand Doughnut guide. Feel free to use it, share it, and build that trust upfront: http://download.untangleyourbrand.com/guide Always trust the process. Enjoy your Quick PINT.
