My Brand Design Process
I usually am mid-project before a client reaches out to say, "I had no clue there was so much to this process!" Many times, clients think that I'm creating a logo for them and the project will be finished in a few days. Because of this, I've made several "Step-By-Step" documents, either within my website or as a document I send clients when they inquire about a new brand identity. Read about my process below!
First Step: Inquiry
A client inquires on my website through my inquiry form, after looking at the different design services I offer, and they answer a few questions about their business. This inquiry form gives me a quick peak at their business, design needs, lets me determine when I could begin this project, and a rough timeline of how long it would take. First, I need to talk to the client! So I reach out and set up a discovery call.
Second Step: Discovery Call
I set up a time to meet with the client and we discuss project scope, their design needs, and I talk to them about what I can offer them with a new brand identity, marketing materials, and more. Right now, I'm determining if I am the right designer for them. Can I provide what they need? If we are a good fit, we will start to discuss timelines, their competitors, their challenges, and I will send over my client questionnaire, contract, and their first invoice.
Third Step: Research + Strategy
Usually there is a little bit of time in between the discovery call and the strategy phase. After receiving a signed contract, the client's first invoice, and the client questionnaire, I get started on the strategy process. I always tell clients to take their time on the client questionnaire, as this document has several questions about their business, competition, and their industry. Their preferences for the visual aspect of their brand is included in the client questionnaire, but I always assure clients that if they are not sure of anything on the visual identity, to not worry. It's my job to guide this process to best fit their business.
During the research and strategy phase, I am gathering all of the information I can. I am researching their industry, their competitors, and I am taking lots of notes. I am writing down notes on their mission and business values, and I'm putting everything together to present to my client soon.
Along with the research, I am putting together a mood board, and two to three logo concepts based upon my research and the mood board. I present this to my client and I take notes on their thoughts and feedback, and I get started on the revision phase.
Fourth Step: Revisions
Revisions begin after discussing with my client everything in the brand strategy meeting. I answer questions they have, talk about their feedback, and make sure we are on the same page as far as visual identity. After revisions, I will follow up with my client and this time, their logo concepts will be in the color palette we have talked about in their mood board. Usually, this phase is really exciting for the client, and for myself! I love seeing a brand come together.
Fifth Step: The Extras!
If my client has chosen design services beyond my Branding Basics package, this is the step where we begin that process! Extra services can include marketing materials, social media graphics, web design, product packaging, and more! Timeline was discussed with my client in the discovery call so they are aware of the extra time it takes to put these additional items together. If the client decides during the brand strategy phase that they would like to include additional services, I will discuss the additional time needed, and I will make sure everyone is on the same page for the project timeline. I will put their brand guidelines document together, and present this to them.
Sixth Step: Client Offboarding + Delivery
Once the entire project is completed and all deliverables have been presented to my client, including their brand guidelines document, I begin the off-boarding process. Off-boarding and delivery are together because delivery of their new brand and brand items happens after their final invoice has been paid. I will send everything over to my client, and let them know how thankful I am that they trusted me with their brand identity. It's really cool to be the designer chosen with such an important project - the entire identity and personality of their business!
Seventh Step: Follow-Up
My client has their brand and all of the files that are included in their design package. The project is over now, right?
WRONG! Don't miss out on following up with your client, about a week after the project is finished, and just ask them if they need any help with their files, if they have any questions on using their new brand, and leave some links for them to leave you feedback & a review. My process is not perfect, and I always want to give each client an opportunity to let me know how they felt during the brand identity process. This is where I can find gaps in my process and see where I can improve.
Always ask for a review! I will leave a link that goes to the review section of my Google business page. These reviews are GOLD when it comes to new clients inquiring with your business! Reviews are just as good as word of mouth, which I personally think is the best kind of marketing out there. Your future clients are going to feel so much more comfortable with hiring you as a creative if they have a glowing review from someone they already know and trust.
Never feel bad or intimidated to ask people for reviews; If you don't ask, you may not get them!
Eight Step: HUH? Where do all of these steps come from?!
I promise I do not spam my clients. BUT.... The last step with this project will occur about a month or two after their project is completed. If my client and I have a good working relationship and we worked well together on their project, I will reach out and see if:
1.) Do they need anything for their social media, print media, marketing materials or anything else, after having their new brand for a few weeks? And;
2.) I loved working on their project with them, and I'm wondering if they know of someone just like them who would be interested in collaborating on a new brand identity?
Always leave a link to your website and they can either visit your corner of the internet, or send it to a friend.
