Creating a Brand Identity: A Guide for Designers: (Graphic Design Books, Logo Design, Marketing)

by Catharine Slade-Brooking

Meeting strategies Considering things from the client’s position is key in developing a successful strategy for conducting the presentation. Here are some key points for ensuring clear and effective communication: • Provide an overview of how the presentation will be organized, and in what order the information will be delivered. This will help to provide a clear overview and put the client at ease. • Define the aims of the project, providing a review of the decisions made and clarification of the target audience, market sector and USP. • Present each of the design solutions in turn. It is important that the client appreciates the unique qualities of each identity – what and how it communicates to the consumer, and why. • Ensure that each of the solutions is provided with a real-life context to show its effectiveness in reality, such as on-pack or online advertising. • Be ready to answer questions. Do not become trapped in a situation where the design needs to be defended – always have a clear, nonemotional answer to any question that highlights the strategy underpinning each design. Avoid becoming trapped in discussions of aesthetics; return to the original strategy to define market and consumer appropriateness and appeal. • Be convincing. This is difficult if there is no personal conviction, though – if the designer does not believe in the solution it is likely that this will be communicated to the client. • Have a strategy for the next step. Always offer the client more...