Start with Story: How to Lead a Branding Discovery Process That Works 

Too often, branding is treated like a design sprint. People jump straight into color palettes, logos, or decor, assuming that’s where the brand lives. But if that’s where you’re starting, you’ve already skipped the most important part. The most effective restaurant brands don’t begin with design — they begin with story. 

 The most effective restaurant brands don’t begin with design — they begin with story. 

That story is the foundation for everything that follows. For operators preparing to launch a new concept or reimagine an existing one, the discovery phase is where that foundation is built through layered conversations, unexpected insights, and careful listening. 

Over the years, I’ve seen that the strongest brands don’t just look good — they feel honest. That clarity comes from doing the work up front. Here’s how to lead a branding discovery process that actually works. 

What a Great Discovery Session Looks Like Discovery begins with a conversation…