How to Get Ready to Talk to a Designer
September 22, 2015
Unless you have the software and the skillset required to design graphics for your brand, at some point you’re going to need the help of a graphic designer. Maybe you’ve already chosen a graphic designer to help you through the strenuous process of rebranding or maybe you’re still looking for one that’s suitable for your needs. Regardless of your current situation, remember that a graphic designer can only do so much. Yes, the designer creates the visual pieces for your company – but they need your guidance every step of the way. They need your thoughts, ideas, and creative vision of your company to create graphics that are tailored specifically for your brand. While experienced graphic designers may help nudge you in the right direction, keep in mind that without your guidance, they’re just as lost as you are. So, what exactly needs to be planned out before talking with your designer? Keep reading to find out!
Vision and Purpose
It’s important for you to figure out how you want to be perceived. There are generally two styles you can choose from. The first is the relaxed and casual brand. It’s usually described as easygoing, casual, and with a playful tone. A blend of traditional and digital mediums, it is more directed to the younger generation. The next most popular style is the black and sleek. It’s described as sophisticated, modern, and strong headed.
When defining your vision and purpose for the company, ask yourself these questions:
- What is the main service or product I am offering to consumers?
- What is unique about my product or service?
- What is an advantage I have over my competitors?
- What are my strengths?
- Do I have a distinct style?
After realising the direction you want to head towards, your designer will now have a clear vision of what you want and know what they should do to help you accomplish it.
Creating a strong brand identity would not be possible if you don’t know anything about your target audience. Who are they? What do they like and dislike? What other brands do they associate with? Discuss the details of your targeted demographic and let your designer know the concerns you have regarding directing your messages to your clients. They may give you new ideas you never thought of. Assessing your competition is ideal as well. What brands in your market does your profiled consumer commonly associate with? If you show your designer, they might be able to improve on top of your competition’s ideas.
In order to know you succeeded, it is important to have a goal. It provides a sense of what you want to accomplish as well as giving you a timeline to adhere by so you can be as efficient as possible. You can always research ideas for brands and bring them to your designer to show what you like to mimic or copy. Or you can always ask them for their past designs, drawing ideas from their pieces and their skills they can provide to you. After reviewing what you and your graphic designer already finished, look over you pieces with a critical eye. Are you heading the right direction? If not, discuss what is on your mind.
Working with a graphic designer is ideal for situations where you don’t have the time or the knowledge to design your brand. However, always keep in mind that your partnership with a designer is a two-way street – maintaining open communication between you and your designer is the ultimate key to a successful relationship.