It always helps me getting some perspective. When you realize that most clients and Brands are acting locally and not globally, it becomes clear that you should focus on the specific market they’re in and not the whole world. You need to consider your client’s competitors, not every company in the other side of the world. Research them meticulously. Their logos, colors used, visual metaphors. Compare them. Keep them in mind during the whole process to avoid falling into commonplaces. A Brand needs to occupy a unique place in the market.