Every single brand project is uniquely different. I have never worked on two which seemed the same, and I love that, because it makes it all fresh and interesting.
Even though my process is the same for every project, the outcome is always different because new people are involved and everyone is unique.
Design is always a collaborative process. In one sense you can give your designer your ideas and goals and preferred colors, but that’s not where it ends. That’s really just where it starts!
Creating a lasting relationship between you and the designer of your choice (which saves time and money in the long-term) is essential, and so if you want to get the most out of the process, here’s what you should do:
If you’re thinking, “well, I want EVERYONE to read my site/buy my service/like my product”–you’re thinking wrong. It might even be safe to say that you need to seriously evaluate your business as a whole before you move forward with the branding process. Even websites and brands it seems like everyone interacts with, like Amazon and Apple, target different markets to make the most money. The most profitable and unique brands have a specific customer persona.
Every time a client writes a large age range on the initial questionnaire I send, it’s the first thing I bring up when we talk together. A 20-year old is going to have vastly different priorities than a 60-year old. They’re going to get their information from different places and be influenced by radically different sources.
You need to have a concise client/audience profile first. If you need to do that, here’s a DOWNLOAD that can help.
Example questions of this would be…
* Are they generally of a certain gender?
* What magazines/books/stores would they be likely to interact with?
* What’s their daily life like?
Also, check out this freebie if you need some extra help.
Good branding is worth every penny. Not only will a good designer provide you with a look that helps draw in more business, they will also give you the resources going forward to make the most of the money you invested with templates, brand guides, and a strategy document. There’s a reason behind the color choices, font selections and designs chosen by the designer–they are all blending together to draw in the right audience and target the right tribe of people.
Besides, having beautiful branding makes you feel proud of what you offer and excited to share it with others!
Trust the process and the designer.
You’ll want to look for someone whose style appeals to you, and who has a track record of successful projectsand a solid portfolio. A good designer will also have a process that is easy to understand, and that feels natural. You should feel safe enough to share your opinions. This is why I spend a good portion of time with the client on strategy, curation, and color before we ever start any actual design. It radically cuts down on revisions and changes during the process because we’ve already nailed down exactly what the client is looking for and how that would translate into a great brand.
Don’t hold back or delay on information that could potentially help the designer down the road! If something doesn’t feel quite right—express or clarify it with your designer as soon as possible. We are just as invested in this as you are and keeping everyone on the same page is so important. On the other hand, if you love something, share it with your designer too! We really love good feedback. An organized designer will have a timeline that they need to follow, so responding quickly with feedback helps your project be more successful and get the final files delivered to you on time.
To wrap things up, let me just say that trust and communication are the two biggest things by far that impact the success of projects. If those two things are established at the beginning, the chances of you loving your new design and the designer being able to deliver what you need are exponentially higher. A good designer will do everything to set up communication guidelines, ask for feedback, and deliver on time, but as the client, you can also help make the project a home run!