Scott Saunders | When designing a brand identity, the process will undoubtedly involve the participation of the client with regards to reviewing, providing feedback and giving final approval. For creatives, this is just a fact of life that can’t be avoided and is what distinguishes them from fine-artists (who create solely for themselves).
For the client, remembering that there is a reason they have hired a creative team to develop their visual identity is paramount to ensuring that the final result is successful. Feedback should be kept to a minimum and with as little micro-managing – or giving finite instructions in the feedback – as possible. This can be difficult for some clients as they are emotionally (and financially) invested in the project.
When a final iteration of the visual brand has been the byproduct of a tug-of-war between the client’s direction and the intentional design by creatives, the end result is a brand that is ineffective, mediocre and marred by an identity-crisis.
The Making of A Monster
Even worse, when the feedback is from those comprised of a committee, businesses with multiple partners, or others whose opinion has been sought out during the review processes, the end result can be, in essence, a piece-mealed, disjointed Frankenstein-like monster. A monster built on too much input…and sometimes conflicting input with too many egos to try to appease.
The resulting monster may have a good-heart and intentions, but it is received with confusion and fear – and will be misunderstood. In short, the intended audience for the brand would rather turn and run for the hills – than approach it and embrace it with a hug.
To avoid the birth of a monster when developing a brand:
Trust those that are being hired to craft the brand with strategic planning and intentionality in the design process.
Keep feedback more generalized. As soon as feedback starts to include specific instructions or suggestions, the struggle for the steering wheel begins. Proceed with caution.
If at all possible, keep the number of people involved in the client-side reviews to a minimum and have one person who will have veto power. This helps narrow the input and move the development along.
For the client, seeking out input from others can be a valid decision. Be intentional when seeking opinions. Simplify the process when involving others by asking if they like it or have a preference between different choices rather then asking them “what do you think”? The former asks them to make a decision. The latter asks for suggestions and ideas.
It’s about trust.
Clients have a right to be involved on some level during the creative development of a visual identity. When a client can give feedback that is ultimately founded on trust of those they hired and is limited in voices, the end result is a cohesive creation built with intentional strategy that is impactful and memorable.
