Design Thinking: A Process for Building Brands That Evolve

“One of the most satisfying things about thinking like a designer is that the results are tangible.” — Tim Brown

You launch a website, and two years later it already feels outdated. Or you notice your social media engagement suddenly drops. What worked yesterday can start to hold you back tomorrow. Why? Because tools change. Customers change. And we ourselves change.

The only constant is change itself. That’s why it’s so important to approach business with a mindset that’s fluid rather than fixed.

This mindset is often called Design Thinking.

At its core, Design Thinking means leading with curiosity, seeing obstacles as creative challenges, and treating both work and life as an iterative process. It’s solution-oriented and experimental. Instead of chasing perfection, it’s about moving forward with imperfect action, gathering feedback, and evolving as you go.

When you run a business, the design phase never ends. You’re always in a feedback loop with your clients, your industry, and your own growth. That’s not a burden—it’s a gift.

Here’s how I apply the Design Thinking process to nearly every new project or idea.

The Design Thinking Process

1. Empathize

Understand your clients deeply. Step into their world to see their challenges and desires clearly.

• Example: Interview customers to learn why they chose your service over another.

• Mindset: Service begins with understanding.

2. Define the Objective

Get specific about what success looks like. Without it, you can’t measure progress.

• Example: Instead of aiming to “get more leads,” set a goal to “increase newsletter signups by 20% in 3 months.”

• Mindset: A clear target sharpens your focus.

3. Brainstorm

Generate lots of ideas quickly and without judgment. If you’re collaborating, separate creativity from critique.

• Example: Sketch 10 possible logos in 20 minutes—or brainstorm 15 ways to generate new client inquiries.

• Mindset: Curiosity thrives where judgment pauses.

4. Create / Design / Make

Refine your best ideas into something tangible. Launch before it’s perfect.

• Example: Publish a simple landing page rather than waiting for a full website overhaul.

• Mindset: Progress over perfection.

5. Test

Share your work with the right audience and ask focused questions.

• Example: Ask clients, “Does this headline make you want to learn more?” rather than “What do you think?”

• Mindset: Testing is about learning, not proving.

6. Iterate

Use feedback to refine. Adjust, pivot, and improve—step by step.

• Example: If your service page isn’t converting, try revising the headline and CTA before redoing the entire page.

• Mindset: There’s no failure, only feedback.

7. Repeat

Keep the cycle going. Design Thinking isn’t a one-time event; it’s how you evolve with your business.

Why It Matters

Design Thinking reminds us that nothing is ever stuck. Everything can evolve. That’s the beauty of building a brand—it’s not static, it’s alive.

Onwards & Upwards,
Brooke