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.
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.