Custom branding is crucial for growing your business from a good one to a great one. That's why you need a brand designer that knows how to build an experience for your target customers.
Sure, there are questions you can ask them about brand building: if you should use Canva websites, their experience, and what logos work best.
But, in reality, the brand designer should be asking you, the client, pertinent questions, too. We find that working together is a two-way street, and good communication builds trust with customers.
Let's examine which questions your brand designer should be asking you during the interview process.
What Is Your Personal Design Preference?
It's important you love your own brand. Plain and simple. After asking your brand designer pertinent questions to satiate your own curiosity, it's time to kick it into gear.
Just because your brand may reflect different design principles than your personal preference doesn't mean you're forbidden to express it in your brand.
In the end, this is your brand, after all.
Mood Boards: A Crucial Brand Design Tool
A great way to help a brand designer understand your personal design preferences is through the use of mood boards. Mood boards work as a kind of creative brainstorming tool.
Here are some examples of ideas to slap onto your design mood board.
- Descriptive terms and words
The best part about mood boards is their collaborative and creative nature. We guarantee you can dig up some great ideas merely by throwing everything at your mood board. Give it a try; go wild!
What Is Your Target Customer Persona?
If you want to build brand awareness, you need to know the identity of your target audience.
In short, It's essential to know who your new designs will appeal to.
Ensure that you've done some demographic research before embarking on a custom branding journey. Doing your homework and due diligence makes the process flow more smoothly and makes everyone's job a lot easier.
Finding Your Audience: Who Needs Your Product?
Are you marketing towards the male 18-35 demographic? College students? Middle-aged men, who need a more efficient way to mow their lawns?
Find out your customer persona, what makes them tick, why they need solutions, and how you can deliver on promises.
When you meet with a branding expert, telling them this vital information can make all the difference. The more information you provide, the closer you are to creating a beautiful website that attracts customers.
Do You Know What the Market Is Looking For?
Again, your design preference is essential. But don’t let it overrule the customer. A good rule of thumb with branding is 70% market and 30% personal preference. Having this split ensures you can express yourself through the branding process and appeal to the customer.
In short, it’s a win-win for everyone involved.
If you're a larger company with an in-house advertising agency at your disposal, you can do a market analysis to help answer this brand designer question.
What Is Your Brand’s Personality?
A brand designer should ask you this early on to express it in the design.
Which adjectives would you use to describe your brand and its goals? Fun? Serious? A bit of both. Designing an experience for a specific audience helps the designer bring life to your brand.
It also helps you write good copy too. Writing with those specific adjectives in mind helps create a brand persona and allows you to communicate with people skillfully.
What Makes Your Brand Stand Out?
Once again, you need to establish your brand's foundation. The overall design should convey how your brand is unique.
How does your brand serve consumers? What need does it fulfill?
Your design should reflect the uniqueness and distinct individuality you possess. When you take what makes your brand outstanding and double down on it, consumers take notice.
Couple that with your brand personality, and the designer will lead you to successful design practices.
What Do You Want Your Customers to Feel When They Look at Your Brand?
As you well know, first impressions are important. What should they think about your brand upon seeing your site or social media pages?
Building a polished site, having a cohesive design, and overall serving their needs make a considerable impact.
Imagine a potential consumer searching for a brand that deals in the coffee business. You have an award-winning coffee brand, and you've been in business for a decade. That's some excellent footing you're starting on.
However, if a consumer sees outdated visuals, a less-than-stellar logo, and overall graphic design that needs a ton of work, the chances are high that they'll be a bit reluctant to put all their money on you.
That's why brand designers need to know what response you want from browsers. The visual guide you take a consumer on should be smooth, aesthetically pleasing, and most of all, functional.
What Are the Most Important Touchpoints For Your Brand?
Brand design is much more than just an aesthetically pleasing website. Where are your customers interacting the most with your brand? Is it through your main website? Maybe it's an app, social media, or other media channels.
When the designer asks you about touchpoints, it's so the designer can create assets for those places in particular.
Brand Designers: Brand Building For Success
When hiring a designer, you open up a new world of design potential. You no longer need to stumble in the dark trying to find the right design for your consumers.
After finally landing on a design expert, your brand has a great chance to flourish, but only if the individual puts the proper work in. When they do, they do your brand a huge service. The only direction to go is up.