- As designers, we tend to think visually.
At the first meeting, we're already formulating ideas
of what something might look like in our head.
But before we can design anything,
it's important that we ask the right questions.
This helps involve the client
and begins the project as a collaboration.
If the client is involved in the process
and has a sense of ownership,
he or she is more likely to agree with your solutions.
You will also have better information when designing
rather than simply shooting in the dark
and making something pretty.
In my course, the Fundamentals of Branding,
I discuss pertinent questions
to determine what the assignment is
and other critical issues.
You need to understand what the client's organization does
and what its values are from the head of the company.
Someone else may have the wrong idea
and you'll be designing the wrong thing.
Imagine this, I'm designing a promotion
for a new publishing venture.
One of the contacts there tells me that their values
are lush, romantic, and feminine.
In fact, the CEO plans to publish high-end fine art books
about up-and-coming artists
and want to return with a promotion that reflects that,
not a romance novel cover.
You also need to know what the client
is doing with communications currently
and what they did previously.
It's awkward when presenting a concept
and someone says, "yeah, we tried that, it didn't work."
I try to get specific answers
for the makeup of the current audience.
This can be hard, as most people say "everyone."
You may need to give some options to be prioritized.
Ask about the competition, who are they,
what do they do is working or failing?
Is there anyone else not directly competing
that may be taking business?
Typically, there are threats that are not obvious.
Jan's Cake and Coffee thinks her competition
is Martha's Bakery, while most of her audience
has started buying the giant cheesecake at Costco.
With that information, Jan can focus on the brand
as homemade, local, and personal.
And, most important, who is making the decisions?
You need to work directly with that individual.
It's critical that you get answers from the top.
Information can be flawed by the time the company values
have been filtered through several layers.
You may be told that the CEO is too busy
and doesn't work with designers.
You need to stand firm.
Let your contact know that meeting with the CEO
will help the project succeed.
Ask for a few minutes of his or her time.
Paul Rand and Saul Bass both turned down projects
if they couldn't meet with the head of a company.
It's that important.