Granular brand insights


  • The brand discovery phase
  • What questions you should be asking your clients
  • Engaging clients on a brand level

Its a common scenario for designers… you have a rough outline of what the client wants from your initial meeting/call and the ideas are already manifesting in your mind and you cant wait to fire up illustrator, photoshop or whatever your design tool of choice is and get started building the next great iconic brand.

But it’s important to fight your creative temptation and take time to learn all you can about your client, their current pain points and reason for engaging you on a brand level.

Failure to undertake this vital phase of brand discovery can lead to completely misunderstanding your clients requirements. This insight will not only enable you to deliver a more focused brand offering but also will allow you to develop your working relationship with your client and build a higher level of trust as your client will know they’ve have armed you with the necessary ammunition to deliver the brand identity they desire.

There are numerous ways to extract this precious information – some clients prefer face to face meetings and working through a pre-defined list of questions and video meetings via Skype, whilst other agencies will deploy a digital questionnaire for clients to complete. Having gathered these valuables insights its important to distill them into a design brief that acts as a point of reference that designers can use to reinforce brand/design decisions and maintain focus during the design phase. A design brief is a succinct and accessible document that all brand stakeholders should have access to at all times.

Typical questions you should ask include:

What are the long term goals of your company?
Why do you want a new logo? (if brand logo already in existence)
What do you want your new logo to accomplish?
How do you want customers to perceive your company brand?
Who is the target audience?
Where is the current brand failing?
How are you different from your competitors?
Where will you logo be used?

Your client’s answers to these vital questions will encourage on-going discussions – resulting in greater client insight. Once the discovery phase is complete, you the designer will need to get as much out of the information you have compiled and organize the quantitative data into definitive area’s such as

What are the concerns of client?
What does the branding need to focus on?
What is the primary brand proposition – are they selling a service or an immersive experience?
Delivery considerations?

This constant brand insight refinement should leave you with a highly focused road map to deliver an successful brand design or redesign that fulfils your client’s requirements and position you the designer as an potential brand guardian to help ensure the brand is delivered consistently across all channels.

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