A Few Things to Reflect On Before Working with a Designer.

Working with a designer and getting started on your branding is exciting, but it can also feel a little overwhelming if you are not sure what to expect.

You might hear terms like discovery call, strategy session, or brand questionnaire thrown around. They all mean basically the same thing: a conversation where you share your story, your business, and your goals.

Before you hop on that first call, here are a few things to reflect on that will help you show up grounded and confident. No need perfect answers. Just you!

(And if you’re curious about the bigger picture of why branding should make your life easier, you might want to peek at this post first.)

1. Understand what branding truly is

Branding is not only about logos or color palettes. At its core, it is a feeling, the impression people get every time they interact with your business. The visuals matter, but they’re most powerful when connected to something deeper.

2. Reflect on your why and your story

Why did you start your business? How did you land here? Maybe it ties back to something from your childhood, or maybe a mentor, family member, or friend nudged you along the way.

This does not need to be a perfectly polished story. Actually, I encourage you not to over-script it or even write it down at all. If you’re worried you’ll forget, jot down a few bullet points, but that is more than enough. The more naturally you tell your story, the better your designer gets to know you, your voice, your perspective, and even the little details you might not realize carry meaning. Those details often end up being the most powerful parts of your brand!

3. Take a look around

Competitors, peers, counterparts, rivals, sworn enemies… whatever you want to call them. Take a peek at what they are up to. What are they doing really well? Where do they seem to be struggling? How are they speaking to their audience through their website, social posts, or videos? What do their visuals look like? Do you notice any overlap or patterns between them?

This is not about copying or comparing. It is about noticing what works, spotting opportunities to stand out, and understanding your place in the market. At Hoya, we do a deeper dive into this as part of our strategy process, but it never hurts to have your own perspective before we begin.

4. Speaking of audience, get to know yours

No need for a full profile, but it helps to have a picture of who you’re trying to reach. Who is on the other side of your work? What do they care about, and what might they be asking before choosing to work with you?

Remember, your brand is not really for you. It is for the people you most want to connect with. They should be considered not only in this step but in every single piece of your brand. Always!!

Your designer will help you refine the details, but even your best guess gives them a strong starting point. And the clearer you are about your audience, the easier it becomes to build a brand that actually resonates with them.

5. Know what sets you apart

Every business has something that makes it unique. This is less about your backstory and more about what people notice right now when they choose you over someone else. It might be your process, personality, or a small detail that clients always comment on.

It can be easy to overlook these things because they come naturally to you. But often, those details are exactly what draws people in. When your designer understands that, they can weave it into your brand in ways that help you stand out without having to say, “Look! I’m different.”

Try jotting down a few things you often hear from clients, friends, or colleagues. Even small details — like how you communicate, how you style your work, or the kind of energy you bring — can become powerful parts of your brand.

6. Notice the brands you love

These do not have to be in your industry, actually I challenge you to look outside of it. What are some brands you always go back to? What stores do you frequent? Which services do you choose over others? Start a little inspiration list or even just a bookmark folder.

Ask yourself what those brands make you feel. Why do you like them? Why did you choose that specific service provider?

You might notice patterns that connect back to your own values and style. That awareness can give your designer even more insight into what matters most to you.

Wrapping Up

Think of it as a light reflection before your design journey begins. These prompts are the kinds of things your designer will ask you anyway, and doing a little thinking now helps the process feel smoother from the start.

Your answers, combined with your designer’s expertise, are what shape a brand that feels true to you and clear to your audience. Take a few minutes to reflect before you hop on that call, and you will step into that first conversation feeling grounded, confident, and ready to collaborate.