Say you’re not feeling well. You go to the doctor and describe your symptoms. The doctor listens at first, then asks a series of very directed questions to narrow down your particular situation. The doctor will likely review your patient file, perhaps do a bit of research, and return with a diagnoses and a prescription for treatment. You fill the prescription, take your medicine, your symptoms improve—and you’re cured!

Now picture this: instead of the above scenario, you visit the doctor’s office, perhaps with some research you’ve done on your own. You describe your symptoms and demand a particular prescription because you’re sure you know what’s going on. This time, the doctor asks zero questions. After some brief research, the doctor comes back from his office and offers you three prescriptions. He tells you to pick one and see if it works.

Do you think this is the most effective way to diagnose and treat your physical illness? Would you trust this doctor with your physical health and well-being? No way!

Now let’s explore this analogy in terms of the business owner/brand designer relationship…

The Wrong Way: You’re not attracting enough business, so you go to a branding expert/graphic designer and tell her what you are seeing or what you’re not seeing. It’s your business, so you’re the best person to diagnose the problem, right?