- Let's play out a scenario.
I've been hired to design a logo for a client.
But the client's business is in trouble
and they don't know why.
They think a new logo will freshen up the look
and solve the problems.
But unfortunately, it won't.
If the product is bad,
or the company is in the midst of a scandal,
a new logo is like putting lipstick on a pig.
Now, I can go ahead knowing there are larger issues
and design the logo and take the money
but that isn't particularly ethical
and will do the client no good,
and won't result in a long-term working relationship.
My goal is to help define and communicate the brand,
identifying any issues I see
and help the client succeed.
To do this, I need information.
While Wikipedia is an easy tool,
it won't answer the questions I have.
I need to get in the trenches
and talk to the people face to face.
This can be the head of the organization,
your primary contact, the client's employees,
existing customers, and any others who interact
with the brand.
It's scary when we're used to sitting behind a computer
and designing by ourselves.
But it will always make a better solution.
And most people enjoy having their opinions heard.
First, I want to know what the current brand strategy is
if there is one.
If so, what works and why?
And what doesn't?
Keep in mind that the questions are about the message,
not the visuals.
And most importantly, what does the client believe he
or she is communicating?
Now I need to understand the audience.
Who is the current audience
and who do they want it to be?
Don't let someone get away with everyone.
That's too broad.
The chances are good that there is a primary audience,
rather than everyone on Earth.
Who should the audience be now?
Is the message is not reaching them?
And then who should it be in five years?
Will that audience stay with the brand
or is it time to start cultivating a new audience?
Every client has competition.
Find out who is the client's competition.
Is there anyone else doing exactly the same thing?
Are they more successful or gaining from behind.
Who is the competition's audience?
Is it the same as your clients now
or will it be in the future?
What is their brand message?
Go beyond the expected.
One of my clients was a non-profit library foundation.
The obvious competition was bookstores and online books.
But other cultural institutions and museums
were also encroaching on the client's audience.
When we talk about values in branding,
we aren't talking about political issues,
unless your client is a politician.
The values refer to the most basic beliefs
the organization follows.
Often these come from the company's beginnings.
When Gap opened its first store in 1969,
the founders followed these principles.
Creativity, delivering results,
doling what's right and always thinking
of the customers first.
These principles continue to guide
what they produce, how they interact with their employees
and customers and the messages they communicate.
If the values had been make cheap clothes and money fast,
for example, the quality, interaction with the customer
and message would be entirely different,
and probably not successful.
Determining the correct core audience
and reaching a clear set of values
is like an archeology project.
You may need to dig deeper
and spend time sifting through the information
to reach the right answer.
And remember to do this collaboration with the client.
They may not be the best at filtering the information
but that's what we do.