The Client
It is extremely important in any business dealings that expectations are clearly defined by both parties. To ensure budgets, obligations, commitments, objectives and time lines are clear and agreed upon we protect our clients with a DESIGN BRIEF. It is the first step in developing trust and understanding between the designer and the client. Results by Design will only work with clients who have a serious desire to be part of the process. It is the collaborative synergy that makes for a mutually successful project. We can determine this fairly quickly as the brief is completed.
The Design Brief:
The first thing to be established is the expectation of the client. The services required and the allotted budget. The designer must ask questions to determine the overall picture. Once the designer understands the overall picture they can help a client determine what product(s) are functional and cost effective. The same or similar questions below will give the designer a good foundation on which to build your image. It will be the basis for logo design, marketing message and more.
- Are there existing marketing materials that need to be updated or is it a new company?
- Is there an existing website? Can it be easily updated? If no site - is that a need?
- What is the key message you want delivered?
- What is the purpose of the design piece? Inform/build leads/ sales/ promote/ or identify?
- What is your direct message. Does the consumer know what you want them to do?
- If there was one thing for them to remember - what would it be?
- What is the suggested message? trustworthy, reliable, prestigious, quality...
- Who is your target market? who is it you want to reach, your preferred client.
- Who is the competition? Do you do anything differently? Can you do something unique to your business.
- Where is the competition located and how do they currently market. How do we make you stand out?
- Industry colours, type of fonts or creative license.
- Any restrictions (ex. some industry guidelines are very explicit in what member can and can not do to promote their business. Do you own your artwork and are you able to use trade marked material.
- What kind of campaign will address the need and concerns listed?
- BUDGET - If it’s tight can there be an integrative option (implement slowly)?
This is an invigorating process and can be a useful tool for all parties concerned to detect and strengthen any flaws in the process