What survives the gaze?

Working on brands means having a lot of opinions around the table. The client has one, the team has another, and somewhere between the two, you're trying to figure out what the brand should really be.

That can be a good thing. It can also make you second guess ideas you believe in. Is it too much? Too strange? Too difficult to explain?

Some of the best work I've been part of has come from sitting with that uncertainty a little longer. An idea gets challenged, pulled apart and looked at again. You let go of things you were attached to, defend the things you still believe in, and occasionally realise the work needs to go somewhere completely different.

That back and forth is part of building a brand. Not every disagreement needs to be resolved straight away. Sometimes it's where the work starts to get better.

In the end, you want something the team can stand behind. Not because everyone agreed from the beginning, but because you questioned it, challenged it and worked through the differences until you found something worth keeping.