Beyond the Surface-Level Chat: How to Communicate with Clients for Real Brand Insight
Many client conversations start with the basics:
“What colour should the logo be?”
“Do you prefer serif or sans?”
These are fine questions, but only scratch the surface. To create meaningful design, you need to uncover what lies beneath. That’s where the DFA Framework comes in; it helps move conversations from aesthetics to ambition.
The Data Behind Depth
Recent research highlights why moving beyond surface-level communication is critical. Studies consistently show that effective brand communication strengthens trust, which in turn drives long-term customer loyalty. For example, McKinsey has found that nearly 45% of large IT projects run over budget when discovery and alignment are skipped, leading to miscommunication and wasted resources (McKinsey, 2012). Conversely, brands that invest in deeper discovery processes see greater alignment between creative direction and business goals.
Academic research reinforces this. A 2023 study in the Journal of Business Research found that authentic, clear communication promotes stronger emotional connection and customer satisfaction, particularly when it highlights shared values rather than just transactional benefits (Gómez et al., 2023). Similarly, Deloitte’s consumer insights report notes that brands with a strong emotional connection outperform competitors by 306% in lifetime value (Deloitte Digital, 2020).
The DFA Framework
D – Discover the Core
Start by uncovering the real why behind the business.
Questions to ask:
What motivated you to begin this venture?
What problem are you here to solve?
How do you want customers to feel when they interact with your brand?
Why it matters:
Clear, authentic brand communication shapes expectations, emotional connection, and customer satisfaction.
F – Frame the Context
Understand their world—audience, market, competitors.
Questions to ask:
Who are your competitors, and how are you different?
What are your audience’s pain points?
What makes you irreplaceable to them?
Why it matters:
Aligning design strategy with real-world context lays the groundwork for differentiation and relevance.
A – Align the Vision
Connect discovery and context with the client’s goals and path forward.
Questions to ask:
Where do you see your brand in one year? Five years?
How will other people know your branding is successful?
How can ongoing support help maintain your brand's consistency?
Why it matters:
Clarity builds trust, reduces scope creep, and encourages long-term brand evolution.
What DFA Achieves
Better alignment - Projects meet real business needs & avoid costly detours.
Clear communication - Stakeholders stay aligned, updates are seamless & expectations are set.
Trust and credibility - Clients feel heard and understood, not just serviced.
Stronger outcomes - Research shows stronger brand trust and loyalty when communication is solid.
Communication That Anchors Design
When you go beyond surface-level chats and guide clients through Discover → Frame → Align, you're not just designing, you’re strategising. You become a partner in their growth, not just a designer. And that’s where design truly becomes purposeful. Would you like help turning DFA into a downloadable worksheet or conversation guide for clients?
References
Deloitte Digital. (2020). Exploring the value of emotion-driven experiences. Deloitte. Retrieved from https://www2.deloitte.com/us/en/pages/deloitte-digital/articles/emotion-driven-experiences.html
Gómez, M., López, C., & Molina, A. (2023). Authenticity in brand communication: Effects on brand attachment and customer satisfaction. Journal of Business Research, 161, 113779. https://doi.org/10.1016/j.jbusres.2023.113779
McKinsey & Company. (2012). Delivering large-scale IT projects on time, on budget, and on value. McKinsey Digital. Retrieved from https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/delivering-large-scale-it-projects-on-time-on-budget-and-on-value
