Am I excited to work closely with these people for the duration of this long project? Did it feel like I was talking to a partner or to a vendor?

When you market your organization, product, or service before you establish a strong brand, you’re leaving out the most important way to make an impactful and lasting impression

shortest answer is that branding is the necessary precursor to marketing. A brand is built on internal attributes that don’t change, such as a company’s values or vision. Branding is the construction of a company’s brand.

Your brand is the entire ecosystem around your company that leads to a feeling or perception in the eyes or hearts of your customers.

What are the deliverables and when will you get them? Are there key milestones you should know about and prepare for? How should you involve larger stakeholders into the process without wrecking the timeline?

What happens if you continue to stick with what you have? What will you be missing?

do they invest in the bigger reason that exists behind what you do?

Your vision presents a culture of A, but you operate as a culture of B.

In the baking example, you needed one-on-one instruction and education so you could understand the entire process along the way.