You might not know this if you’re not a brand designer yourself… But understanding these little secrets can help you get the most out of your project and become what we affectionately call an ‘Ideal Client’. Like being the cool kid that get’s along with the nerds as well.

As a Brand Identity Designer, here are 5 things I’d like to share with you:

1. The Unseen Hours That Go Into Crafting Your Brand

While you’re eagerly awaiting the visual elements of your brand, a significant portion of our work remains invisible. Creating a brand identity that truly reflects who you are requires deep understanding and research.

To create a brand identity that is a true reflection of:

• who you are,
• what you want to be known for,
• who you help best,
• and what world you are trying to create for your brand…

This invisible work includes:

• Researching your industry and audience
• Applying logical reasoning to our findings
• Developing and testing concepts

Understanding that your brand visuals were not simply chosen on a whim or out of personal preference, but rather crafted after a time of logical and empathetic application, should make you feel more confident in the end result – after all, that’s what you came for, isn’t it?

2. How to Give Feedback That Moves the Project Forward

Remember those ‘Choose Your Own Adventure’ books from the 90s? Giving feedback is a bit like that – your choices can lead to very different outcomes.

You should know that if you are working with a dependable, honest hardworking provider, she will most likely present her best work, based on the best information she had. Your designer needs specific, actionable feedback to be able to refine the work effectively, without losing the desired essence of the brand.

Vague feedback like “I don’t like it” or “Can you show me another version” will delay the progress, because it doesn’t help the designer understand how to adjust the visuals. It is simply too subjective.

Your dependable designer will WANT to refine your project and constructive feedback can truly take a project from good to great.

Here are examples of helpful ways to give your feedback:

• “I find it hard to connect this shade of blue, to the adjectives we chose. Can you talk me through this choice and then we look if there is a better way to illustrate [insert adjective]?”
• “I can see how this visual identity represents the moodboard we worked on, but looking at it now, I feel like it is maybe too [soft/feminine/hard/not edgy enough]. Could we revisit the moodboard and brand character to make sure I understand your direction?”
• “Could we talk about pushing the concept a little further? I wonder if this direction is a bit too common in my industry, or may not stand out enough. Let me know your thoughts.”
• “These colours make me feel happy and bubbly and even though that was part of the creative direction we agreed on, but it is important to me that we emphasize [insert another part of concept/adjectives/desired reputation].”

Can you see how this feedback is related to the creative direction that has been discussed and approved? It also gives space for subjective interpretation by both parties. In some cases, you just need to hear the designer’s decision-making process, and in other cases, the designer needs clarification on how you experience and view certain adjectives or concepts.

3. Trusting the Process Leads to a Better Result

Not all designers follow the same process, but a dependable designer will have a systematic method that works best. Trust that she wants what’s best for your brand…

We’re all guilty of wanting results fast. But when it comes to crafting a brand that not only looks good but represents your business ethos, rushing is rarely wise.

There are almost no brand emergencies… Really, I can’t think of any!

The typical process might include variations of the following:

• Gathering of info related to you as a person, your business, your ideal client, your desired reputation and the vision or the world you want to create for your product/service.
• Market and audience research to find gaps and overlap within your industry.
• Creative direction development to assign a visual strategy that represents the research phase.
• Design phase where the logo kit, font system, colour palette, decorative assets and brand application is created, tested, and presented.
• A round of refinement if it will make the brand experience better for the intended audience.
• Collateral design like stationery, packaging, templates etc.
• Handover and training on how to use the different assets.

Your designer will guide you through this process and it will make her heart glad if you commit to following her recommended timeline as closely as possible.

4. You (mostly) get what you are willing to pay for

We understand you have a budget to work with. A good designer wants you to be ready and fully committed when you choose her. She wants you to understand the value that a cohesive, well-thought-through brand will add to your business… and your life.

Questioning and comparing rates, and looking for the cheapest solution, will hold you back.

Instead of focusing solely on rates, consider:

• The process
• The aesthetic style
• The desired outcome
• Values and principles that align with yours

For example, you can get a custom or template logo at a fraction of the cost of paying a dependable, strategy and logic-driven designer, but the process and desired outcome are entirely different. It is like comparing apples with oranges.

If you expected results like:

• understanding who your brand is,
• how it is to behave,
• where it fits in the industry,
• and who it is to attract,
• guidance on how to apply your visuals 

…you will be highly disappointed if all you got (and paid for) was a logo.

5. The Power of Expressing Your Enthusiasm and Joy

Here’s a little secret: designers are human too. We thrive on positive feedback and acknowledgment, just like you do. When we present our work, we’ve likely gone through phases of doubt, testing, and uncertainty… it’s like preparing for a job interview but with more color swatches.

Your excitement and confidence when you see the visuals or use your assets? That’s our fuel. It keeps us going.

It is incredibly motivating to your designer to hear about your excitement and confidence when you see the visuals or use your assets.

Sending a referral is just as powerful. If you were a star client, we would most likely value your referral more than any other application.

A designer that feels appreciated and encouraged, delivers even better outcomes, and in the end, everybody wins.

If you are feeling particularly happy and proud of your brand during or after the design project, these are the things you can tell your designer, your friends, or your audience (only if it is true of course 🙂 )

• “[Designer] took the time to understand my vision”
• “[Designer] held my hand every step of the way, and I learned so much about my business”
• “I have no words, my new brand is…”
• “Never been this excited to show off my brand”
• “Thank you, [Designer]! My heart is full.”

These are little secrets that your brand identity designer wants you to know but doesn’t want to have to tell you. Now that you are in the know… you have what you need to be a STAR client.

Have a look here at another BONUS secret I want you to know: Instagram Reel

Have you worked with a designer before? I’d love to hear about your experience! For Funsies.