Why brand designers are problem identifiers (and not just creators)
Have you ever had a client come to you with a brief that felt a little… off? Maybe they asked for a brand refresh or something that sounded quite straight-forward, but you quickly realised the problem was much deeper than that. This happens all the time because, let’s face it, clients don’t always fully grasp the challenges their business is facing. And that’s where we come in—not just as designers, but as problem identifiers.
As brand designers, our role goes beyond making things look good. We need to become better interrogators, digging deeper to unpack a brief, question assumptions, and uncover the real issues lurking beneath the surface. Sometimes the client knows there’s a problem, but they can’t quite put their finger on it. It’s our job to figure out exactly what’s going on.
💬 Asking (the right) questions
The key to identifying problems is simple: ask the right questions. A client might think they need a rebrand because their sales are slipping, but is the logo really the issue? Or is it their messaging? Maybe the problem isn’t even visual at all, but rooted in how they communicate their value or where they’re positioning themselves in the market.
Instead of just taking the brief at face value, it’s important to ask questions that help you understand the bigger picture:
What’s changed in the market recently?
How are competitors positioning themselves?
Has there been a shift in consumer behavior or expectations?
What’s happening politically, socially, or economically that might be affecting the brand?
By exploring the landscape in which the brand operates, you’ll start to uncover challenges that the client might not have considered—and those are the problems you can really sink your teeth into.
👀 Challenging assumptions
Clients often come with assumptions about their brand or audience that need to be questioned. They might believe their audience cares about one thing when, in reality, it’s something else entirely. As designers, we have to challenge these assumptions to get to the heart of the issue.
For example, a company may think they’re losing customers because their branding feels outdated. But what if the real problem is that their values no longer align with their audience? Or maybe their brand experience is disjointed across different touchpoints. It’s our job to dig into these assumptions and offer insights that clients might not have considered.
💡 Providing holistic solutions
Once you’ve identified the true problems, the next step is proposing solutions that address them holistically. This means thinking strategically about how every part of the brand—verbal, visual, and strategic—works together to deliver a bespoke solution. A new logo or colour palette isn’t going to cut it if the real issue is with their messaging or customer journey.
A strong brand is more than just a pretty face. It’s a story, a strategy, a connection between the company and its audience. As designers, we need to ensure that every aspect of the brand works together harmoniously to solve the problem, add value, and ultimately help the business grow.
💎 Adding (real) value
The value we bring to clients isn’t just in the designs we deliver, but in the problems we help solve. When you can identify and address challenges that clients didn’t even realise were there, you’re not just a designer—you’re a strategic partner. You’re helping them navigate complex landscapes, whether it’s political, social, or economic, and positioning their brand in a way that sets them up for long-term success.
So, the next time you’re handed a brief, remember: it’s not just about creating something visually stunning. It’s about digging deeper, asking tough questions, and finding the real issues that need to be addressed. Because when you solve the right problems, you don’t just create beautiful brands—you create brands that truly matter.
