Ever been to the supermarket last thing on a Sunday, just before they close at 4pm, only to make your way home and then realise, too late, that you forgot one of the main items on your shopping list? Your best hope for recreating Nigella’s latest offering is that your local corner shop is stocking kaffir lime leaves or harissa paste amongst its ancient tins of Vaseline and Fray Bentos pies.
This can happen in the world of business brand design too.
I think, but I’m not sure, that businesses find hire a marketing consultant difficult.
I’m wondering if it’s a bit like hiring a nanny.
As the founder of your company, you’ve done all the hard work of giving birth to this amazing, living, breathing thing. You’ve spent a couple of years monitoring it like a mother hen.
The day comes when you can’t maintain that level of focus. You’ve got to get some other projects off the ground. You need more time in your day to look after your clients, or manage your staff. You aren’t available all the time to give your baby the focus it needs. So, you start looking around for a nanny (marketing consultant).
Last time, I wrote about the dangers of the ‘cute idea’ that doesn’t always work, and you end up with egg on your face, and LOTS of leaflets in your cupboard.
I also explained how, while it’s tempting to blame the designer, it’s probably more likely to be your fault (#sorrynotsorry). I expect your initial briefing likely wasn’t good enough for the designer to get an accurate picture of what you were after, and how to make that idea work for your audience.
So – you might be thinking – Mrs KNOWITALL, what should I be including when I’m briefing a designer that I’m not saying now, that would make ALL the difference?
Well. Lucky for you, I’ve put together a mini-checklist so that you can get it right every time from now on.
We all have cute ideas. The ones that pop into your head while you are driving your car, or cleaning your shower. You get this cool little idea, something funny, clever or quirky. It might be a business thing, or a personal thing. You know it would help promote your business, or make your family laugh.
Sometimes we get carried away by just how clever our cute idea is.