Leading with clarity & confidence: 3 tips for getting unstuck during big decisions

Building a strong brand involves countless decisions, big and small. No matter the size of your team, navigating those choices can be challenging. From scrappy startups facing decision paralysis to large organizations struggling to reach consensus, we’ve seen it all.

Fortunately, a few key practices can make all the difference in helping you get unstuck:

1. Get clear on your Brand Values

Decisions for your brand shouldn't be based on any individual's preference, but on a deep, shared foundation of values and vision. Brand values are the core beliefs that guide how an organization thinks, acts, and communicates. They shape everything — from visual identity to business strategy.

At 7 Layer Studio, our values are bold optimism, thoughtful collaboration, and creative ambition. When we come against a difficult decision in any area, from writing a proposal to hiring a new team member to redesigning our website, we measure it against those values. Often the answer becomes very obvious.

When clearly defined, brand values keep you aligned on what matters most.

2. Understand your audience

So many brand choices break down to how you want your audience to feel. The only way to get there is by operating from a deep understanding of who your audience is and what is important to them. There are a lot of ways to break this down, but a great place to start is by plotting out key audience categories based on their pain points and motivations. By identifying those core attributes, you can ensure your choices speak directly to their needs and priorities.

For example, you might be operating on an assumption that your audience values relatability, when they're really looking for expertise. That kind of clarity can shape everything from tone of voice to design choices to product and service offerings. When you truly understand your audience, you can more thoughtfully consider how your brand presents itself and how it engages with people and culture.

3. Gather input with purpose

You can build alignment without involving the whole team at every turn. An effective approach to group decision-making creates space for meaningful input without sacrificing momentum and flow.

Here's an example. When it comes to organizations with a large group of stakeholders, try gathering thoughts and considerations from the whole group at the very beginning of a project, instead of involving them in feedback at every stage. We often do this through an interactive workshop or digital questionnaire. This approach allows you to capture meaningful insights early, so they can be thoughtfully integrated throughout the process.

By building in strategic opportunities for input, you can keep the process inclusive without making it crowded.

Above all, it's about seeing the forest for the trees. It's easy to get so bogged down in the details that the bigger picture shifts out of focus. Developing a strong, successful brand means every choice should be considered against the broader vision and goal. With that foundation, you will be empowered to navigate decisions with clarity and confidence — and build an unmistakable brand along the way.

Deanna Rosa, Senior Designer
Meet the team