A Successful Brand is timeless
In today's design industry, most people take fail to take design seriously. If you ask me, design is not a 'one-time-thing', there's more to it.
Take for instance, the most common term that most designers use - "designing a brand logo". For starters, I wouldn't call it 'designing a brand logo' simply because nobody designs a logo - rather, they can strategically create a brand that builds itself. Design is only an allied tool that complements this strategy.
A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.
~As said by Stephen King - Novelist, Author & TV Producer
In my opinion, it works like this:
The client has his prerequisites. He tells you what business the logo is to represent and the colors he has in mind, etc...
As a designer, you don't just imbibe his thoughts into your design. Rather, you add value by helping him understand 'what more' you can do in this intervention to ensure he is happy and, at the same time, to make his 'brand' happy
First things I'd do when I'm in this situation is to 'thoroughly understand his brand objectives and vision'
Take a couple of extra days (without billing the client) to do a SWOT analysis, or a bare minimum, market survey (talk to a couple of your friends) to figure out how they would perceive this brand. Going that 'extra mile' will take your reputation a long way
Collate all data to analyze what will work and what will not for your client
Put yourself in your clients' client's shoes to rule out any possibilities of 'denial' of the brand
This way, you don't just create design. You nurture a 'BRAND'which will bring prosperity to your client. This, in turn means that you prosper as the guy behind the brand. It's a win-win and your client will never forget the awesomeness in your support.
What are you going to do today? Simply design for a brand or Create a brand that will self-sustain?
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