A big part of business branding is selling your idea to your client. I always find myself trying to pull my clients vision out of their head and get it on paper. I listen carefully to what my client is saying, trying to envision what they see as their brand identity.
I listen for things like passion, color, and mood feeling as they describe their business. I watch their body language as they tell me about their product or service. This helps me to come up with a visual interpretation of their words and sentiments.
When we meet with our client for their initial consultation, as we discuss their business branding, we usually don’t know what to expect. We have designed graphics for many things over the years..from maxi pads to soft drinks to dog food and everything in between.
new product Brand Packaging designs
Sometimes our client has a new product that they are very proud of…it’s their “baby” and we want to be as sensitive to their need as possible.
We think in pictures. We think in visuals. So when a client describes their company as “conservative, corporate, serious” I think of fonts like Palatino, Garamond, or Trejan. And when they describe their product as young, playful, fun, I think of fonts like Garamond or Schoolhouse.
Recently one of our clients told us when we presented our Phase One designs to him for his business branding, they all looked good, but one just stood out. He said, “It was like you took the idea out of my head and put it right there on paper”. Now THAT is success!