Brand diagnosis · 3 to 4 weeks
Before any design work, the real problem.
You leave knowing what the real problem is, what comes first and what the next step is.
Who it’s for
For businesses that feel their brand doesn’t say what it should.
It’s for small businesses and independent professionals working in Europe or the United Kingdom who are at one of these moments:
- ConfusingEvery channel says something different, and customers can’t see what you do best.
- GenericIt could belong to any competitor.
- Poorly positionedIt attracts the wrong customer or doesn’t justify your price.
- Starting outThe business is new, and you want to build it right from the start.
What they all have in common: openness to listen and to change. It’s not for anyone who only needs posts, only a logo, fast high-volume production or a purely cosmetic redesign. There are better people than me for that.
What’s included
Six parts, from the problem to the next step.
- Guided questionsYou answer on the website, in an AI-assisted conversation, by text or voice, at your own pace.
- InterviewA conversation with me to go deeper into what your answers showed.
- Market and competitor researchI start with the customer’s experience along the buying journey; then message, positioning, identity and offer.
- Analysis of your brand todayWhat it communicates, how it’s perceived and where it gets lost.
- Short validation"This is what I understood": a one-page summary you correct before the diagnosis.
- Diagnosis and handover meetingThe final document and a meeting to discuss every point.
Timeline
Three to four weeks.
In less than a month, you stop guessing what’s wrong with your brand.
- You answer the guided questions.
- We do the interview.
- I research the market, your competitors and your brand.
- You receive the short validation and correct anything I got wrong.
- I write the diagnosis and present it at the handover meeting.
- Investigate
- Diagnose
- Direct
- Transform
- Follow up
Diagnosis
What you get
A document that stands on its own.
With the document in hand, you decide what to do: carry on with me, with another professional or with your own team.
- The real problemSeparated from the symptoms.
- The causesWhy it happens.
- The prioritiesWhat comes now, next and later.
- The directionWhere the brand needs to go.
- The recommended scopeWhat needs to be done to get there.
- One single next stepThe first step, clear enough for you to take on your own.
The diagnosis says where to go. The how comes later.
The diagnosis doesn’t include:
- the detailed direction (positioning, message and criteria for identity and communication);
- sketches, visual concepts, layouts or campaigns;
- meetings beyond the handover meeting.
After the diagnosis, the work can continue in three stages: Direct (the how, in a direction guide), Transform (the execution, with me, with partners or with your team) and Follow up (measuring whether the change worked). None of them is compulsory.
See the method
Frequently asked questions
What people usually ask me.
Do I need to have a brand already?
No. The diagnosis also works for people who are starting out and want to build it right from the start.
How much does it cost?
It’s a fixed fee, and I present it in the first conversation, together with what’s included.
How long does it take?
Three to four calendar weeks, from the first step to the handover meeting.
Which language do you work in?
In Portuguese or English, whichever you prefer, from start to finish: questions, interview, document and meeting.
How do the meetings work?
By video, from anywhere in Europe or the United Kingdom. If you’re in London, we can also meet in person.
Where does AI come in?
Only in the guided questions, to help you answer at your own pace. I’m the one who reads everything, researches, analyses and writes the diagnosis.
Can I carry it out with another designer or with my own team?
Yes. The document was made for that. If you like, I can also review whether the execution follows the direction.
It starts with a conversation.
The first conversation is for understanding your context and seeing whether the diagnosis makes sense for you.