Easy guide to business branding
Mon, 24th May, 2010 - Posted by
Guest post by Alex Hearn, The Big A.
How do you instruct a designer in order to create an effective brand that works for your company?
To instruct your designer effectively give them useful information but also allow them to do their job freely, or you won’t get the best out of them.
How do you allow them to utlilise their expertise while ensuring you get what you want?
Express yourself clearly but in general terms. Too much detail and you’ll be telling them what to design, which is what you’re paying them for and is something they’re better at than you! For example, instead of specifying a particular shade of blue, try to identify the feeling or values you are trying to communicate, such as ‘conservative and stable’.
Make sure they discover all the necessary information.
Even if they have experience in your sector, they should investigate your competitors and market positioning so they fully understand where you are in the marketplace and what you are trying to achieve. Let them know why you think clients buy your product instead of your competitors. What do you like or dislike about how your competitors did? Make sure they do their homework. Moments of design genius come after a thorough understanding of the product.
Get feedback.
How do you know if what has been produced works? The proof is in the pudding – send the artwork to some existing clients and a few people in your target market. You’ll be surprised at how they want to get involved. Try to pull a thread through the feedback so you can give the designer a clear response. These things usually sound worse than they are and are easy to fix.
And last but not least…think about how your logo needs to be applied before getting quotes. For example, the logo might need to be applied to stationery, vans, signs etc. This is necessary to identify an accurate price early on in the process.
Alex is the Creative Director of The Big A [link to site] – design and branding agency in London offering affordable and creative design solutions for SMEs. Follow Alex on Twitter: twitter.com/the_biga
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One Response to “Easy guide to business branding”
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Great blog, just to add, clients should make sure they get all their artwork from designers.
By this I mean make sure you get the original files in Photoshop, Illustrator, Corel so that in the event you need them again you can send this to another designer. Another useful thing to do is make sure you get all artwork in a high resolution or PDF.
This comes in very handy when you have these to hand and it will save you loads having to redo things over and over.