One of the biggest myths in branding is that you need a fully formed vision before you begin. You don’t.
In fact, some of the best brand work I’ve led has started with a client saying, “I know what I don’t want—but I’m not exactly sure what I do.”
That’s not a problem. That’s a beginning.
If you’re a founder, marketer, or creative lead trying to brief a team but still feel unclear, here’s the truth:
Your job isn’t to have all the answers.
Your job is to bring the insight.
Here’s what that looks like in practice:
1. Start with the business goals
You don’t need the perfect shade of blue. Tell us what you're trying to shift. What outcome matters? Who are you trying to reach now? What needs to feel different?
2. Describe the feeling, not just the look.
“It should feel refined but approachable.”
“Confident, but not flashy.”
These emotional cues are what help drive the creative direction forward.
3. Show us what’s not working.
Sometimes the clearest direction comes from contrast. What feels off? What’s no longer aligned? These moments of tension can be some of the most revealing.
4. Tell your story—not just your strategy.
What’s changing in the business? What are you stepping into as a founder or brand? The more context you share, the more we can design something that reflects who you’re becoming—not just where you’ve been.
5. Trust the process.
Creative direction is rarely linear. It’s built through collaboration, iteration, and reflection. The most effective brand work doesn’t come from rigid briefs—it comes from honest conversation.
I’ve worked with clients who came to the table with a complete deck and aesthetic vision, and others who simply said, “Can we just talk through it?” Both are valid. The common thread is clarity in motion—an openness to shape the vision together.
So if your ideas are still forming, if you’re evolving, if you’re not quite sure how to say what you want yet—that’s not a setback. That’s the work. That’s the moment where strategy, story, and identity begin to take root.
You don’t need the perfect language.
You just need a partner who knows how to help you find it.
