So you’re finally ready to hire a branding professional. First, I would like to commend you for taking the leap and investing the time and resources into your brand. There are many factors that affect the outcome and success of a design project, and lucky for you, clients generally have control of several of these.
Right off the bat there are ways you can help your designer produce the best work. We shared some of this information in blog posts over the years. Here’s a roundup of resources that will help you get started.
Have a clear understanding of your brand.
Don’t assume your designer’s college minor was Mind Reading. Be prepared to explain your brand, your target audience and your goals extensively, perhaps more so than you have in years. This thorough conversation will ensure the project doesn’t betray the things that make your company special.
If you aren’t sure what this conversation will entail, here are four common questions your designer will ask.
Request a complete branding project package.
You’ve probably heard before that a brand is more than a logo. It’s true, and you will see the most success if you begin with a checklist of items you know you will need. Think about all the materials your company uses on a day-to-day basis and imagine how much more impactful these will be with your new branding. If you know your product will require a certain type of packaging, embroidered uniforms, animations, etc. let your designer know right away so they can have that in mind as they work on your project.
Here are some of the basic things to get you started if you’re creating an itemized checklist for your branding needs.
Give helpful feedback.
Your designer wants everything to turn out just as perfect as you do, believe me. You aren’t doing anyone any favors if you withhold feedback and/or criticism until the end of a branding project. Review proofs thoroughly and give clear feedback, especially when a part of the design isn’t quite right. The sooner the designer knows about any issues, the sooner they can be addressed and the project can be put right back on track.
In case you still don’t feel like ‘more is better’ when it comes to feedback, here is a post to help you feel comfortable steering your designer in the right direction.
Protect your brand.
Consistency is key. Your brand needs to appear unified, whether it’s on your site, in print materials, social media or wherever you are represented. It can seem a little overwhelming to try and update everything after a redesign, but it should always be addressed as efficiently as possible. You risk diminishing the effect of your new aesthetic if you pay for a new logo, but never update the vehicle wraps on the company vans driving all over your city.
Be sure you have clear guidelines set for how your branding should be displayed.
So there you have it! If you’ve gone through these posts you should be ready to start your branding project. Work together with your designer, clearly outline the goals, remember to communicate often and you will end up with a solid brand and all the elements needed to get your company noticed.
Roundpeg is an Indianapolis graphic design firm.