I look at branding as a world-building exercise. If your brand had a party, who would be there? What would the venue be and how would you decorate it? What would the invitations look like? This approach allows me to look outside of industry trends and gather inspiration from (1) the world around us and (2) relevant cultural / design histories. These details ensure a comprehensive identity that encourages growth and taps into a specific feeling your customers know and love.