In our next discussion centering around the theme of “How To,” we’d like to touch on something a little less concrete (in terms of production), and a little more focused on philosophy, procedure, and business.
You may remember our last How To topic, How To: Direct Response Marketing.
Today’s article is similar, but we’d like to talk a little more about the initial stages of the design process and how a design project, when planned correctly from the beginning, can be a guaranteed success.
1. Understand Your Business
First, it’s important to thoroughly and completely understand your business. After all, it’s your business, your industry… your brand, and you should know it better than anyone else.
If you can’t understand your own business, how could anyone else?
There are a few questions that, when answered, will help a designer or design firm to better target their creative to fit your business and its core brand values.
Here’s a quick checklist that will help you better understand your own brand:
What are your goals? What are your strengths? What sets you apart from your competition? Who is your target audience? What are 5 adjectives that best describe your company?
By answering questions like these to better understand your own business, you can put together a better strategy for any projects you begin.
2. Understanding the Reason
Another excellent question to know the answer to: Why am I beginning this (insert various project type here: logo, branding, brochure design, website design, etc) project?
By understanding your own, internal motives for why you are wanting to execute this particular project, you will better understand how to optimize it.
Are you running a certain offer for your target clientele? Are you trying to increase general awareness of your business and your brand? Are you trying to generate more leads? Are you starting this project “just because?”
When you, and your designer or design firm, know the answer to the “Why,” you greatly increase your understanding of the “How.” From there, your chances of having a successful design project are drastically increased.
3. Understanding the Execution
Now that you’ve been able to understand your business and understand the reason for your campaign or project, the answer to the next question is much, much easier to address.
All to often, the inclination (both by clients and by designers) is to jump right into the execution phase. But, the important thing to remember is what design actually means.
design
1. to prepare the preliminary sketch or the plans for (a work to be executed), esp. to plan the form and structure of: to design a new bridge. 2. to plan and fashion artistically or skillfully. 3. to intend for a definite purpose: a scholarship designed for foreign students. 4. to form or conceive in the mind; contrive; plan: The prisoner designed an intricate escape. 5. to assign in thought or intention; purpose: He designed to be a doctor.
What’s the overwhelming trend seen in each of these definitions? One word: planning.
Good design means good planning. When this occurs, the means of executing the plan becomes a lot clearer.
Need a campaign to drive more sales? Prequalify your audience and target your campaign accordingly. For example, are they a predominantly print-familiar group? Use direct mail or a brochure or other various print media.
Are they in their mid to late 20s? Then the web is probably a good bet on driving more sales.
Understanding your business and understanding the reasoning behind your campaign will help you execute it more efficiently.
And that’s how you can guarantee a successful design project.
To view this article online, please click here: http://www.jetfuelcreative.com/blog/marketing/how-to-guarantee-a-successful-design-project
By: Keith Goolsby
About the Author:
Jetfuel Creative is a branding and design firm based in Tampa, Florida.They provide strategic, creative solutions for clients nationwide.To learn more about Jetfuel Creative, visit their website at http://www.jetfuelcreative.com/
