This little blog could make or break your brand’s foundation

Graphic Designers across the world, employ a range of varied creative processes and methodologies, in their endeavour to create identities for genuine and lasting brands. However a large percentage of these professionals skip this one crucial yet unpopular step on the way — writing a robust Design Brief. It is rather curious that while a profession such as law or medicine, which would require one to choose from a more or less fixed range of activities, base their processes intensely upon written evidence.

Whereas the profession of Branding, that requires a dynamic collusion between the worlds of fierce logic and unshackled imagination, all too often sees professionals diving blindly into projects that, despite their sincere efforts and ungodly work hours, result in a lukewarm branding outcome, that has filtered down the gaps between the client’s projection and the designer’s interpretation.

There seem to be two influencing factors commonly observed in this regard. On the part of Designers, every new project inadvertently manifests in a surge of spontaneous creative enthusiasm. This in turn, makes the exercise of rigorous writing and critical inquiry seem like an obstacle for those restless to get their hands dirty. Many clients on the other hand, regard the complex process of Branding as a woo woo ‘stroke-of-inspiration’ artsy or intuitive phenomenon, not deserving of their solid and in-depth input, as accorded to other departments or vendors. In the absence of a brief, one finds frequent misalignment of thought between the Client and the Designer, leading to a state of friction and paralysis of ideas.

An effective Design Brief must answer some fundamental questions for the brand, such as:

The Background

defining the larger realm within which the brand operates, for example, technology, medicine, logistics, fashion, personal care, etc. and establishing its viewpoint.

The Need

stating the opportunity for intervention or lacunae identified by the startup which it aims to fulfill.

Brand Objectives

defining the vision and mission of the brand in precise and compact set of words,

Target Audience and Target Group

describing the end user of the brand along with the recipient of the communication and distinguishing between the two when they are not the same,

Communication Strategy & Scope

establishing the medium, the message and the volume of communication,

Design Criteria

defining the tangible and intangible factors on which further design decisions would be based.

Design Challenges

identifying specific areas for focusing attention and anticipating possible areas for miscommunication,

Deliverables

stating the exact list of items expected from the Designer,

Delivery Schedule

setting the larger time period for submitting the deliverables, as well as the breakup of time required to fulfill the tasks leading up to the final delivery, and finally

Budget

agreeing upon the value to be paid by Client to the Designer.

Time invested is time saved. Co-writing a Design Brief makes for a strong black and white ground on which the Client and the Designer can play with trust and confidence. This single document becomes a springboard for the brand to evolve into its final shape and form.

Our team will work exclusively with our in-house branding team to develop the visual representation of your business. This will include your logo, brand style, typography and more

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