You are a mason, not an artist.

Test must test (any assumptions underneath) your Brand Strategy, Identity, and Experience. By testing your work, you build on the truth and not on your fancies.

Most of our ideas will turn out to be wrong.

It will hurt. But the upside is worth it. By sampling everything, we won’t have our 7-course meal sent back into the kitchen.

You also need to structure your brand building efforts.

Collect your decisions in a brand book. For a cohesive brand, ensure every step builds on your previous work.