Trigger Strategy
Why your stakeholders will only ever know it when they see it
Apr 20, 2021
Explore the clash between design ideals and client expectations, revealing the frustrations designers face during branding projects. Discover how understanding diverse stakeholder perspectives can enhance collaboration and practical implementation. Engage with a unique exercise that maps user experiences, capturing varied insights and fostering meaningful conversations. Delve into the impact of language on brand identity, emphasizing the importance of authentic dialogue. Finally, examine how foundational company culture shapes branding and the difficulties in initiating change.
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Quick takeaways
- Effective communication between designers and clients is crucial for aligning on branding expectations beyond superficial elements like colors and logos.
- Recognizing the subjective nature of descriptors like 'bold' can significantly improve collaboration by using comparative assessments to clarify stakeholder preferences.
Deep dives
Understanding Client Expectations
Clients often have misconceptions about branding, believing it revolves around superficial elements like colors and logos, which can lead to frustration among designers. A key point discussed is the necessity for designers to guide clients toward recognizing that branding is more about the overall experience and perception rather than just aesthetic choices. To navigate this, designers should try to communicate effectively with clients, emphasizing the importance of decision-making about what truly represents their brand. Aligning on these expectations allows the design process to proceed more smoothly, enabling the team to focus on what really matters.
