The brand identity discovery process is basically to learn about the brand. It is important to understand the past, current state and future of the brand. This process can be done through interviews. How many interviews are necessary to achieve a clear understanding about the brand? It all depends of how big or small is the brand. A startup might take an interview but a big company like Apple, Google, Amazon, Canon or Sony will definitely requirer more interviews with internal key management team and external type audiences.

Let’s say Canon brand approach you to develop a brand identity refresh. Now what do you do? do you still need to do all this interviews? yes, 12 to 15 in-deep one hour interviews are needed in order to have a valid research, a research that can be use for a brand identity development.


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