Want a better beat on your clients? All you have to do is Stream.

My friend was struggling with her new brand.

“Happy to help. Let’s do a stream of consciousness”, I said.

 “A stream of what?” She inquired nervously.

 “Trust me.”

 Stream of consciousness is my substitute for the traditional Q&A style stakeholder interview.

 A journey I take almost all of my clients on.

 I’m not looking for your data points and metrics.

The details of your business success.

Or a description of your USP.

Sure, asking these questions might give your brand clarity.

But they can also stifle it and snuff out its energy and vitality.

Filling in the blanks with some formulaic mission, vision and values often leads to a brand that’s mechanical, manufactured and robotic.

My aim as a Brand Sherpa is to liberate your idea.

In literature, stream of consciousness - also called “freewriting” or “mind-wandering” is a narrative style that captures the thoughts of a person in a realistic way. An interior monologue of sorts. 

Basically, you say whatever comes to mind quickly without censoring or editing yourself. 

In my interview process, I’m sending your brain on a scavenger hunt. Searching for clues you may have lost in your mish mash of ideas. Or discounted as irrelevant or inconsequential.

 I guide and prompt you with seemingly insignificant, but actually very revealing questions.

 What excites you…

What scares the bejesus out of you?

What do you do when you’re not struggling with your brand?

“Why would you want to know that,” I’m asked from time to time.

Then, I listen for the non-linear, looping repetitions, the spontaneous sensory observations and strange punctuations.  All of which helps me understand who you really are – and what matters most to you.

I listen for the silence.  And the stumbles. The self-conscious and uncomfortable pauses.

The excited racing thoughts that pick up and punctuate the pace.

By letting your thoughts flow freely and unfiltered, your inner perspective comes to life in a way that’s natural and unscripted.

Sure, it’s a bit messy. There’s no Marie Kondo to edit and organize your thoughts in some neat and tidy way.

Sometimes it gets emotional.  Okay, sometimes very emotional. But a brand built on emotion is supercharged, vibrant and alive.

Authentic.

 I love it when someone says: “I never thought about that.”  “I just remembered.” “I forgot all about that.”

 “That’s something I never said aloud.”

 Best of all, by letting your mind drift randomly, stream of consciousness enhances “divergent thinking” or the openness to come up with creative, novel ideas. You think bigger and bolder.

Sessions are recorded, then transcribed.  We review together.  Discuss.  Highlight and elevate the big ideas that are unconsciously repeated again and again.  And discover patterns and themes that matter most.  They become the essence – the soul - of your brand. 

It may sound a little weird by traditional brand development standards.  But it works.  And what you wind up with is a brand that’s organic, honest, human…and ownable.  Because it comes from you.  Ask my friend.

Want to give it whirl?  Let’s set something up.