The first step is believing. The X-factor in our branding and marketing process is how well we get to know our clients. That’s the enormous advantage of working with smaller enterprises. You talk with them about their work. You discover their philosophy, their working style, their passion and commitment. That informs all our work, from the development of an identity (they went bold because they believed in us) through to the content on the website, it flows from a deep understanding and appreciation for our clients’ business. With the new law firm Marta Watson, the deeper we dug, talking to every lawyer in the firm, we found shared values and approaches. That made it easy to tell their story. And believe in it.