When done right, the process should make sense to a layperson Yes, absolutely. A company I worked for paid big money for a design firm to do a brand makeover.

When done right, the process should make sense to a layperson Yes, absolutely. A company I worked for paid big money for a design firm to do a brand makeover. The head of the design firm cautioned our CEO: "If we do this right, the result will not be mindblowing to you. In fact, your reaction might be 'duh - that's really obvious.' Because you already know who you are." (paraphrased) I really liked that sentiment. I thought that company did a great job, both on the brand identity itself and on the communication.