Story: Process of work
I am providing brand development and web design service. I develop a basic structure and it relatively works. When I closed a few projects, I reflect on how I worked and how I improve for the next project.
The development process, such as wireframe, prototype, and development, mainly relies on skills. I can polish a basic template which I prepared. That is that.
Before the development process, I have a research process, such as project goal setting, research(client’s business, industry, market and competitor), positioning, persona(target audience), etc. I believe that 100 design agencies have 100 types of research processes. It’s very helpful for me to visualize brand identity or web design. It’s also helpful to earn a client’s trusty. It may be more important than the development process at some point.
Therefore, I search about brand discovery and how people do it.
Written information about brand discovery
In my research, people use brand discovery and brand strategy with the same meaning.
Brand discovery: Aligning the client’s business goals to brand strategy and maximize the long-term success of your brand.
Brand strategy: A long-term plan for the development of a successful brand in order to achieve specific goals.
Ebaqdesign: How To Develop a Brand Strategy
Hubspot: Brand Strategy 101 – 7 Essentials for Strong Company Branding
I found some agencies provide free materials (required sign-up). I don’t think their target audience (client) searches for it. So, it’s an SEO purpose. It’s a good idea.
The Futur
©The Futur
I found The Futur, a popular YouTube channel, quite early stage. I liked to watch talking Chris and Jose. He left a few years ago, but I still like the contents of this era compared to the current contents.
Please find the next story at The Futur!
Flux
©Flux
If you like The Futur, you may know Flux by Ran Segall. Learn the structure first. Then, pay attention to how to communicate with a client.
Please find the full story at Flux!
How to Facilitate Discovery for Brand Identity
©Butler Branding Agency
Scope(1-page summary)
– About client
– Issue
– Goal
All designers should share the scope(not sure about the word) with a client at the beginning of the project.
Deliverables
Comprehensive strategy
– Discovery workshop
– Brand identity messaging strategy
– Design strategy
– Marketing strategy
Question
– Understand the client, issue and what we are going to accomplish.
– Competitor
– Aspirational brand
– Client’s design preference/taste
– Business uniqueness
– 5 to 10 years plan
– Gap between present to the goal
Brand identity
– Logo, identity design
– Contextual application samples
– Brand guidelines
– Stationary materials design
Question
– One thing I should know
– Personality
– Culture
– Design (on the video, it’s brand attribute)
He asks the client’s preference with the visual props.
– Traditional or modern
– Illustrative or iconic
– Logotypes
*Can the client reply to these questions? They may say, show your work/recommendation.
Brand messaging concept
– Taglines
– Value proposition
– Elevator pitch
– As samples
Question
– Persona
– User journey
How to Facilitate Discovery for Brand Identity
©Brand Master Academy
The goal of the discovery session:
– Understand a client business
– Show expertise
– Make a relationship
After the discovery session, you need to understand:
– Business
– Audience
– Competition
– Goal
The third video mention 15 steps, I skipped it.
Conclusion: Purpose +
You can find the benefit of brand discovery. What important is not understanding a brand discovery, but you have to realize how makes your project efficient after a brand discovery. If you don’t feel value, you have to customize each step.
For me, I understand that brand discovery helps me to develop a brand identity, font choice and color palette. A brand discovery narrows down a scope of work. I don’t need to create what a client doesn’t need.
As an additional benefit, I hope I can make a good relationship with clients in future projects.
