I thought I’d share some of my strategy workshops in this three part series. These exercises are really important in me getting to know the client, what their design needs are, and how I’m going to approach meeting their goals.
This exercise I call Keywords. I work with the client to come up with as many words as possible to describe their brand. To be honest, a lot of times my clients don’t have any idea of where to start on this. It’s something most business owners don’t think about when they take the plunge, and it can seem very personal. Imagine if someone asked you to describe yourself, you’d mull over it for days. It’s the same with your business idea, it feels personal because it’s your idea.
That’s why I’ve created my own branded deck of cards. These all have sample adjectives on the back of them that I can quickly go through like strong, intelligent, brave, etc.
I often find that when I start with these sample cards, the client can get a feel for the process, and they become a lot more calm and engaging. After we come up with many words, I ask the client to narrow it down to five total. Sometimes they want to do it right then and there at the meeting, other times they want to think about it for a few days.
These five keywords are vital to setting the tone for their brand. They serve as a guide for design, and I make sure that every element relates to one or more of those keywords. This establishes purpose in the overall work. Without a strategy like this, I’d just be decorating, not designing. It establishes trust. It ensures that I’ve met with them, and have worked with them personally to understand their brand.
Last step. Before I begin design, I give my clients a branded PDF of these keywords, just to make sure that these are approved and we are on the same page. That way there are no bumps in the road going forward.
There you go! That’s part 1 of my 3 part series for establishing a strategy first process for my clients. Stay tuned for the next one! If you like how I work, feel to contact me. I’d love to go over your ideas!
