We work with clients regardless of whether they have their own idea for a brand (both in terms of its differentiating qualities and visual identity). If they do, we begin by a thorough analysis of the assumptions presented by the client. However, a more common scenario is that we develop brand positioning or visual brand identity "from scratch”. If this is the case, we start by designing a process based on our analyses (of secondary sources as well as research outcomes) and then proceed in a way in which the work of SaM experts is intertwined with workshops involving the client. Only thus can we be sure that the solutions we've developed will meet market expectations and will not surprise the client.]