In a word “samples” (a.k.a. SWIPE) a picture is worth 1000 words. I like to inform my clients thinking by showing design work and solutions that are outside the box of the conventional. Whether it’s my own design or examples of clever promotion done by other designers — in annuals etc, I get the client to start thinking about solutions to promote their brand that exceed the average norm. I love brain-storming with them about various solutions and even have a “client punch list” that I offer to get them thinking about their identity and voice in the marketplace. It is helpful to define the brand and target audience. It lists 10 questions to steer conversation and creative efforts. You would be surprised how many clients don’t consider these basic premises before they hire a designer to help brand them.
My Client Punch List:
- What is my product?
- Who are my customers?
- What is the overall tone of my brand? hip, modern, classic, fresh, tailored, traditional, urban, casual, upscale, trendy, edgy, sophisticated, approachable, exclusive, luxury, non-luxury?
- What is my core message?
- What are the essential marketing tools I will be using to insure my brand has the right voice and audience?
- Who are my direct competitors, and do I want my brand to reflect a similar aesthetic or be positioned apart.
- What is my budget for branding/marketing/PR?
- What is my timeline?
- What materials am I collecting to assist my design team to be inspired, and design my unique marketing vision?
- Who are the other professionals I have enlisted to realise my brands full potential? web developers, interior designers, PR specialists, business coaches, and how can I get them all working together for more cohesiveness?