Skip to content

When the graphic designer becomes a brand designer

March 12, 2012

Graphic Designer o Brand Designer?

A brand design project is usually something that has got more to do with knowing your client than being creative.

Knowing your client is at the base. The more the designer knows of the client and the more is likely they become a good brand designer and the project turns into a solid successful brand project. To do this, the designer has to learn to become a creative consultant or a communication consultant, more than a… simple creative.

Usually, when working on a brand identity project it is more likely to be handling matters that are closer to management issues than pure creativity.

Working on a brand identity project, for a designer, means learning to handle the clients, with their anxieties and self esteem issues, nonetheless their personalities.

Only if you give up your role as an external creative and try to play the role of the invisiblem inside member , you can catch details of the company and brand you are working on..

BRAND IDENTITY FOR A LARGE COMPANY
Working for large company may be financially rewarding and also a satisfying experience in terms of professional experiences.
Large company executives are used to delegate and usually this aspect translates into the chance to work with little interferences.
Usually large companies have a more developed culture and understanding for matters such as brand identity,
Large companies means more money but also a total commitment and complex projects.
Large companies also mean dealing with complicated legal issues, split cost centers, formal approvals and formal presentations to stage and stage again and again every time your project moves up the company.
Many times, in large corporation, the decisions are taken by committees whose members seem to be dodging the responsibility to make a choice – and nonetheless take the risk..

BRAND IDENTITY FOR A SMALL COMPANY
On the other hand, working for a small company is a completely difference experience.
Usually a small company reflects the personality of the owner, some time their personalities loom on the company.
In the beginning, dealing with an owner who has a strong personality and a complete commitment to the company may look just like a plus. Think of their enthusiasm when they see their brand identity take formal…
Working with small companies make the decisional aspect easier, you will be reporting to only one person or to a small group, in the worst cases, and the decisional times will be definitely shorter.
You will be able to discuss with the one entitled to have the last word and this is usually very positive, it will be easier to get to know the brand personality and, if you will use some professionally, you will be soon be able to suggest new tools and influence their decisions positively and in a fast way.
But the other side, the bitter side, will be dealing with the little attention for design and the thin culture for communication, including a self-centric approach of your tycoon.
Dealing wi your client’s personality and ego WILL BE THE TOUGHEST CHALLENGE TO WIN.
Often you will be asked to handle fits and bad tempers, silly personal approaches and attitudes, many times you will be asked to deal with the wife’s advices, the son’s advices, the neighbour’s advices. It won’t be a piece of cake. You will be asked to CREATE, EXPLAIN, EDUCATE, RASSURE and DEMONSTRATE. This is not an easy task.

Large or small companies: ALWAYS BE PROFESIONAL, TAKE CARE OF THE DETAILS, KEEP YOUR CREATIVE ANTENNAS UP AND BE HUMBLE – that does not mean be a coward.

Advertisements
Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: