If you have a new business and need an identity or if you’re looking to rebrand what you already have, let me share some brilliant stress-saving tips with you on how to focus your mind and prep the perfect brief to achieve top notch results from your designer.
Articulating everything you do, why you do it and the values behind it is a challenging task for any business owner, let alone putting it all down on paper for a designer to interpret.
In this post you’ll find 7 easy steps to help you look at your business on a deeper level and think hard about the impression you want your new branding to create on potential customers. You’ll learn powerful questions which, when answered, will help your designer interpret your business attributes into tangible design that hits the perfect chord.
Plus, having these pointers under your belt will hopefully take some of the stress away, helping you to get under the skin of exactly how you want your new branding to feel and, for those of you rebranding, perhaps unlock a few doors towards understanding how your business, your customers and your industry may have changed since you first started.
Knowing exactly what your role is within your business and what you do from day to day will help your designer understand your involvement; physically, mentally and emotionally, and this can really help them understand what makes you tick.
It’s very likely your previous experience in the working world has shaped who you are as a person, your values and how you run your business today so make sure you tell them your story.
Specific questions to ask yourself:
What does your business do and what’s your involvement?
What did you do before you started your business?
What do you think makes your business unique, both in it’s product and in the way it operates?
You might be a new business in which case you need a visual personality from the get-go. If you’re rebranding, then you’ve already acknowledged something isn’t right about what you have at the moment so ask yourself what that is exactly.
What’s been the driving force behind you wanting to rebrand?
What are you expecting from your designer?
What results do you hope to see from this identity change?
Get inside the mind of your ideal customer and you’ll open up so many more opportunities to work with like-minded people. Your new branding will showcase what you know they love, talk to them in a brand voice that resonates with them and demonstrate that you understand why they buy from you; ultimately enriching your product and everything you do.
Questions to ask yourself:
What would an ideal customer buy from you?
Walk yourself through the process of working with them. What’s their personality like?
Why do think they love to work with you?
If you have a clear idea of where you want your business to be in 2-5 years time then share this with your designer. Your new branding needs to work hard for your business now as well as carry longevity to work hard in the future. If you plan on relocating, introducing more products or services or perhaps expand your team then it will have an impact on how your business is perceived by the public.
What is my goal for the next year or more?
What things need to change in order to reach this goal?
How should your new branding reflect these changes?
Your built-in values will be the heart and soul of your business so it’s vital your designer understands them. These attributes can determine colour, font and shape choice as much as written content so think carefully about the morals, ethics and attributes behind what you do.
What 3 words best summarise your most important attributes?
What design already inspires you and why?
What do you do differently to others in the same industry?
Now we’re getting down to the nitty gritty! By now you’ve already asked yourself who your ideal customer is so understanding how you want them to feel when they experience your brand should be fairly easy. It might seem obvious but think about them as people; what type of lifestyle do they have? What magazine might they read? What car do they drive? Clarify your customer archetype and you’ll know what look and feel will be most attractive to them.
How do you want your customers to think and feel about your brand?
If a customer described your business in one sentence what would it be?
What are you most proud of?
Create a shopping list of everything you expect at the end of your brand journey. Knowing what you ultimately need at the end will give you and your designer focus so that time doesn’t drift and you know you’ll have products in your hands or online to show off as soon as you need them.
What tangible things do you need at the end of your brand restyle?
Make a list and prioritise each item, including dates if you can.
How will you measure the results of your rebrand?
I hope these steps and questions really help you focus and whilst your designer will have more questions around these, you’ll be 10 paces ahead and in the perfect mindset to get the best results from your branding venture.
If you’re struggling to know what answers are right for you then I’d love to help. I offer a free one-hour branding consultation with no obligation where I’ll help you establish a solid brief that fills you with confidence before investing in design. You can also discover how to get the best from your graphic designer on my recent post 7 Super Secrets: Getting the most from your Graphic Designer & Rebrand Experience
As my business is still young I’m offering portfolio-building rates at the moment! Drop me an email or a call: firstname.lastname@example.org / 07701 047433
I’d love to hear from you.