- You've pulled together the information
that points to an answer with the values,
strengths, weaknesses, and message.
Now it's time to delve into the rest of the research
and determine a strategy for the communication
and visual direction.
Who are the company's primary audience and stakeholders?
I compare the answers I have from my interviews
with the analytical research from data.
The answers may be 100% correct
but if they are different from their perceived reality,
again, I need to show facts to prove this.
Who should the audience be?
The answer is based on the CEO's goals.
It may take some work to move out of everyone.
You might break the audience into different groups.
The primary group that is the clearest audience,
for example, potential students and parents
if my client is a college.
Then secondary, in this example,
faculty, staff, and the media,
and finally the general public.
However, if my client is sure
that the audience is only people
who own black Scottish terriers,
then it's my job to learn what that audience values
and how to reach them.
You're free to have an opinion here.
You're an expert, not a doormat.
You can certainly suggest
that this group might be too narrow.
Perhaps include people who own white Scotties also,
or even other dogs, but it's the client's company and goals.
Next, who is the company's primary competition?
The answer to this will come from the interviews
and your own research.
Who is the most direct and current competition?
In our college example, other similar colleges.
Who is the next level out, such as large universities?
And who is a minimal threat?
Maybe educational institutions in another country.
Now it's time for how.
How does the company reach the current audience?
You've gathered the visual collateral
and looked at all the touch points.
This is a list of those.
There are probably some that the client hasn't considered.
Remember to include all social media
even if it's not coming directly
from the client, but secondhand.
How does the company define itself to the outside world?
The answer here is more about the primary media
than the message.
Does the company define itself through the website and app?
Is it a mix of media?
What media fits the company's goals best?
If it's a non-profit helping homeless people,
the internet may not be the best media
for those without access.
Perhaps inexpensive newsletters are a better choice.
How does the company communicate its values
to the internal audience?
Many times a client forgets to talk
with the internal audience,
the employees and business partners,
but this is as important as the external audience.
If I think I work for a company that cares
about a homeowner's financial stability
but Gerardo who sits next to me
thinks we are a home loan company,
the message we tell and the choices we make
will be out of sync with the vision.
Does the internal audience have a place to go online
to learn about the goals and vision?
Is it online as an internal site?
Should there be any training or a manual?
In the end, you won't have one clear answer
for all these questions.
They can be subjective.
You will, however, have the tools needed
to make choices about the design solution and media to use
and you can use this information to back up your work
with hard facts.