April is derived from the Latin verb aperire—which means to open or uncover. So as we head into this brand new month, I’ve been thinking a lot about how much uncovering we do in our line of work. From interviews and focus groups to visioning sessions and hands-on workshops, a big part of our jobs is to really get to know our clients, their work, and their worlds. We get inside their culture and their character to help us understand their aspirations and audiences—all so we can be sure that every interaction they have with those audiences is an honest reflection of who they are and what they stand for.

Hands-down, one of my favorite things to do with clients is facilitate brand discovery workshops. These custom sessions allow us to dig into the insights from our research and discovery and begin to align client teams around a shared point of view and common aspirations. We put clients through a series of hands-on exercises that help us get clarity around key brand themes, to bring meaning and authenticity to brand traits, and to begin to explore how a brand story may be expressed visually, verbally, and experientially. It’s a great way to collaborate with clients—to get them to the table with us to make decisions, settle differences, build alignment, and move the strategy forward together.

All of it helps us uncover—and ultimately articulate—each client’s unique brand story. At the heart of any successful and magnetic organization is a story about what you stand for and stand behind. It’s a story about what sets you apart. It’s a story about why—why do you do what you do and why does it matter to the world. And perhaps most importantly, it’s a story about what anyone becomes part of when they join you, interact with you, or experience you.

Why do you do what you do? What’s your unique point of view? How do you want to be valued? What about you surprises people?

Your answers to these and other questions help us to uncover what’s at the core of your brand and bring your true story into focus.