Since starting out as a graphic designer I have come across many laughable design briefs, from writing them on cigarette packets and beer mats to a conversation as long as: "You know what you're doing don't you?".
I know all to well that a well thought out design brief is half the battle won if you are to succeed with your client's rebranding or design project. A good start is to collect all the relevant information (copy, logos and any images) from the client and make sure you have a clear understanding of their brand.
As a designer brainstorming is of huge importance to me, so a well prepared client brief is central to this if you don't want to waste your time trying to design something out of nothing. All that happens in that scenario is for you and your client to become unhappy, plus you'll get no repeat business!
Depending on the particular project you will need a specific design brief. That means if you are developing a website or creating a business card, the client design brief will be different. However, there is some general information about your company and what you want to achieve, which should give a good idea in any design situation. Here are some general questions that will help me and fellow designers and consultants:
• 1. Title
• 2. What is the nature of your business? What does your business do?
• 3. What is your target market?
• a. Age
• b. Sex
• c. Income
• d. Occupation
• e. Location
• 4. What is unique about your business or product?
• 5. Who is your competition?
• 6. What is your aim? What are your goals?
• 7. How do you want your clients to feel about the brand? What is the message you want to communicate?
• 8. What is your budget? Range?
• a. Providing a rough guide enables the consultant/designer with an idea of the type of marketing and design solution that can be provided to you.
• 9. What is your deadline?
• 10. Provide the designer with current and past design and marketing materials.
Hint #1:
If there are more people working in your business GET THEM INVOLVED! Chances are they view the business or product or even the problem differently to what you do.
Getting others involved in the briefing process will expose significant differences in how your company, the problem and its objectives are perceived.
Also, if you are the owner there is a slight chance your ‘evaluation’ may be victim of bias?
One suggestion is to do an anonymous internal survey, which allows your staff to freely and honestly evaluate the situation and share their opinion. This is a great way to get to the core of the problem or situation at hand.
Hint #2:
Let your feelings run wild.
Share how you feel about the brand or product. This will help evaluating the current image and personality and also give the consultant and designer a good base for what you would like the image of the company to be.
To see how you can improve the image of your brand get in touch today.
