Let’s state a fairly common objective of an individual – “I’d like to start a business”. You go on about finalizing your products and services, work out the logistics, think of your target audience and so on and so forth. What’s next? You think of developing your brand identity. You think of a company name, names for your individual products and services, colours you’d like to embed, the kind of look you want your company to have and it goes on.
You go on and hire a brand/design consultant who you believe is up to the challenge of communicating your vision into print and visual collaterals. But, what is REALLY expected of them? What do they really need to do, and what is your personal contribution in their thought process? Read on.
First and foremost, EVALUATE who you’re hiring. In terms of branding, they need to:
- Understand branding strategy. Do they talk to you about your vision of your company? Do they understand the values you are about to channel into the company, and therefore translates into the brand?
- Possess product/service knowledge. Now, we’re not saying they have to be thoroughly informed about ALL businesses across ALL industries, but you need to evaluate how passionate they are about learning more about the industry. After all, they’re helping you put your company in the game.
- Have flexibility and relevance. How flexible are they in terms of your ideas? Are they absolutely closed to trying on new concepts and imageries? Or are they willing to speak to you to learn what you have in mind?
Moving on to design. It goes without saying that a brand identity is of utmost importance. Your brand identity consists of your logo, your icons, your typography, your colors, your social media, the look and the overall feel of your brand and so on. Not persuaded yet? Think about how Nike is synonymous to the “swoosh” sign; try converting the “swoosh” into a thumbs up, for instance. Or try picturing McDonald’s in a combination of green and blue stripes. Or, better yet, try changing your child’s name. Not happening, right? That’s how truly strong brand identities can be; going with a wrong one can be fatal. Hiring a graphic designer can be stressful; just make sure they fulfil the following:
1. Your designer should want to learn more about your brand; either via personal consultation or a questionnaire, or both. Your inputs are very important! If you feel refrained from speaking, chuck them and go for another one you’re comfortable with.
2. Communicate time frame and project completion estimates.
3. Be open about costs and potential cost increases. The cost has a lot to do with hours put into the project, the number of revisions and ease of communication. Which brings us back to point 1; your inputs are important. As an example, saying “the logo looks off-putting” is extremely vague. Try analyzing what don’t you like; colour? Font? Size?
4. Offer you a brand document. When it comes to Lumos, you have the option of basic and advanced packages to choose from; but either service will allow you to possess a brand guideline.
5. Be open about showing you their work. As a client, you have the full right to evaluate the work of your graphic designer to see just how well you may gel with them.
6. Grant you all deliverables. If we had a nickel for when we’ve had clients with incomplete files, we’d be…well, let’s just say, it happens more than you think. Your graphic designer should send you the raw files (in case you need to work with somebody else in the future), all final formats (JPEG, JPG, PNG, PDF, etc) in all colours agreed upon. Even the colours need coding and deciphering. The colour “yellow” is on such a wide spectrum, it could range anywhere from lemon yellow to mustard yellow.
All elements considered, at the end of the day, work with someone who you’d had a good gut towards. Talk to them and see if they garner interest in you. Yet to find such a team yet? Why not give us a text or call? Let’s match our vibes and put you on the roadmap of success.
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