Now that you have established your brand’s story or narrative, the next important step is to communicate it. You can use a number of ways to do so. Your logo, tagline, stationary, web site and business cards (you do have some of those right?) are all ways to communicate your message to the public. You can further reinforce your brand communications using additional collateral like pens, invoice design etc.
But before jump into the actual design it’s crucial to document your brand with a creative brief. The main purpose for the creative brief is to communicate your expectations and needs to your graphic designer. It also defines the problem and set the restrictions that must be met for the project to be successful.
If you are the designer never start a project without a proper creative brief. Whether you are designing a brand identity or a website. Trust me, it will save tremendous time to both you and your client. And reduce the number of unnecessary revisions.
You might have often heard that restrictions can hinder creativity. Everyone asks you to think out of the box. But without a problem to solve you can rarely be creative. A well designed problem can make a huge difference between unique and novel solutions or expected and mediocre ones. In addition a proper established problem helps you to focus onto solving the actual problem and not something else, communicate the proper message and don’t cause an identity crisis.
A creative brief may include an overview of the business, it’s marketing history and the main goal or scope of the project. Answering and writing down at least these questions always help:
- What is this project about and what you expect to achieve?
- Who is your intended audience? What are their demographics and geographic location?
- Who you consider your main competitors and why?
- How this project fit into your overall marketing campaign?
You also need to clarify the budget requirements. Don’t be afraid to share with your designer this information. They don’t ask because they try to rip you off. After all the relationship you are trying to build is one of partnership and mutual trust. In a more practical level knowing a project’s overall budget helps to establish further restrictions. It empower your designer to get more creative and determine which solutions are more efficient within your budget. Like for example the number of colors that they will use or what finish techniques they will employ like foil stamping, embossing, die-cutting etc. What you might want to achieve might be impossible within your budget after all, and you need to know that beforehand to adjust your strategy accordingly.
At the presentation or feedback stages of the design process the creative brief is used as reference to determine whether a solution is effective and if it successfully captures and communicates the desired message. Let’s face it. Everyone has colors or typefaces they love for one reason or another but unless you are your intended audience approach the design solutions with a more objective and open mind. Think and feel as your intended audience would feel and leave your personal preferences outside the presentation room. The creative brief will prove invaluable to help you achieve that.
Featured Image: Licensed Stock Photo from Deposit Photos