First, we listen. Not passively, just taking notes and nodding, but actively: we question, probe, clarify, challenge, discuss and debate, until we fully understand what you're trying to achieve, and the part your brand has to play. The brief will probably go back and forth a few times before you, and we, are happy with it. This is normal and expected. As well as saving a lot of time and discussion later on, building a brand is a collaborative process, and it's vital we're all on the same page right from the start.