So, tell me about your business…
Just kidding, it’s not therapy—it’s just an insatiable curiosity.
I have learned that the best results in both brand strategy and design development come from a deep curiosity about what makes a business tick, what makes a product totally unique, and a client incredibly compelling. Asking great questions, (what some agencies call the discovery process) is nothing more than intense curiosity drawing out what will eventually become a great design.
It’s more than a pretty logo
If you just want a quick logo that looks nice, your best deals will be found on crowd sourcing sites like Fiverr and 99Designs. For some businesses, that’s all they need. However, if you’re ready to create a brand that is all about you, and that will last and grow with your business, you have come to the right place. Have a seat on the couch and we’ll get started. (Sorry, couldn’t resist.)
It’s about your story
The best businesses have a story that connects with their clients. It starts with a need, one that you fill very nicely. Your company’s brand, including your personality, vision, driving values, and of course your logo and accompanying styles, all make up one part the brand. The other part comes from you. It’s formed by the intangibles of customer service, integrity, and value that you bring to each client over the course of time.
It’s about making your client the hero
You read that right, your client needs to be the hero of your story. By purchasing your product or service, they will have all they need to live happily ever after, fix the roof, or surpass a new goal. What would Luke be without Obi-Wan and Yoda? King Arthur without Merlin? Sir Edmund Hillary without Tensing Norgay? In each case, the hero had someone that helped them do the extraordinary. That’s you.
It’s about charting a clear path
If your customers aren’t sure what their next step should be, they probably won’t take it. We like to be led, to see a clear pathway for progress both to know where we’re going and how far we’ve come. Part of the process is to define success for your customers when they connect with you. In some cases it may be simply buying a product, in others setting an appointment. Whatever the goal, clear communication is essential to helping your customers see the path they need to take in a way that makes it easy and enjoyable to follow.
It’s about clarifying the results
Lastly, we have to clarify what your customers will gain. Perhaps it’s a new product, or if you are a coach, it’s reaching that goal that has always eluded them, finding peace of mind or getting the best manufacturing for their world changing widget. In every case, when your customers can clearly see the results you provide, they will more readily engage your services.
It’s about making vision visible
I started out as a designer. Now I realize the great design isn’t an end in itself, it is the magical by-product of discovering and developing the identity and story of a business. It is the the result of hard thinking mixed with great questions and the understanding that follows.
“Oh my gosh, did you just write that? It’s like you reached in my brain and pulled out everything that I couldn’t say on my own!”
My favorite comment from one of my clients is always, “That’s me!” A great logo and great design doesn’t just look good, it fits. It’s an image that is tailor made for your business and effortlessly communicates who you are and the value you bring to the clients you seek.