How to brief a designer - the ultimate guide

Oct 09, 2020

I'm in an accountability group with three amazing entrepreneurial women, who are all trying to create their websites.  When we chatted last week, they were bemoaning the fact that they'd been given "bad logos" from the designers they'd hired to help them.  

I suggested that perhaps it wasn't the designers' fault, and asked them what they'd put in their brief.  
There was a shifty silence...

So I wrote them a guide that I shared in my blog last week, then asked for feedback on it from the amazing design talent I know.  I wanted both sides of the story.  

So here's the ultimate guide - from my perspective, having briefed hundreds of design projects over the years, and from the perspective of talented designers who’ve seen many good and bad briefs in their time. 

The summary:

There are four significant success factors in briefing a designer, and managing the design process.

  1. Choosing wisely.
  2. Making sure you tell them the right things about you.
  3. Making...
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The 2 Critical Things You Need To Include When You Brief A Designer To Build Your Brand

Sep 30, 2020

Are you looking to do your logo, website or brand at the moment? 

These are the three words you might be focusing on when you're briefing a designer to help you. 

I need a logo, then I need a website.  And these are the foundations of my brand.

But this is a surefire way to lead to disappointment and frustration with what you get back. 

Partly, success with any brief is down to the skill of the designer, so, firstly, make sure you’re buying from someone who has a lot of references, who can show you a lot of their work, and who can show variety in their work.

You want them to be able to reflect YOU - not impose their style on you.

But the other two significant success factors in briefing a designer and managing the design process are :

  1. Making sure you tell them the right things about you.
  2. Making sure you ask for the right things.

How to Brief a Designer #1: Tell them the right things about you

We just need to rewind a bit.  Everything...

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Why rebranding is like home improvement - there are 3 ways to do it, but 2 things you MUST do first

Aug 26, 2020

This week I had a mildly successful back-to-school shop with the kids.  (One pair of football boots down, one to go).

September is in the air, and this year, even more than others, that ‘back-to-school’ feeling is hitting businesses too.

All the questions I’ve got within the last week have been about ‘rebranding’ in September.

Perhaps the lure of new shiny pencil cases is making you feel your brand needs an update too?

If so, then just hold your horses for a moment before you get sign-off on a big September ‘rebrand.’  

‘Rebranding’ is a very loaded and misunderstood term – usually interpreted to be all about changing the signals of what you stand for – primarily your visual identity and verbal identity.   It’s used as the great panacea – for declining sales and low pricing, lack of customer engagement, or employee motivation.

And, let’s be honest, it’s also kind of exciting...

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Brand Strategy, Branding and Marketing Strategy: get clear on what they are and what often goes wrong

Aug 11, 2020

The world of brand and marketing is full of complex terminology.

But brand strategy, branding and marketing strategy can be explained simply.  And once you get this clear in your head you can be more confident with your brand and marketing planning and projects. 

Read on for simple descriptions of what brand strategy, branding and marketing strategy are, and what order to address them.

Defining Brand Strategy, Branding & Marketing Strategy 

As Julie Andrews sang, "Let's start at the very beginning".

First, you have to understand what a brand is. 

"Products are made in the factory, but brands are created in the mind."
Walter Landor

All brands really are, are associations in people’s minds.  And the stronger and more connected these associations are, the more likely a person is to choose and buy your brand.  

More here if you want it, but let's move on... 

What is brand strategy? 

Brand strategy is your decision on what...

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