Yet many in our industry continue to buy into the erroneous idea that design has become a commodity. Whether or not it’s a result of the prevalence of crowd sourcing, easy-to-use software applications, or the mentality that with the right tools anyone can be a designer, I’m not sure. However, I think it’s mostly a result of creatives not reminding prospects and clients how much we can influence and help their own successes. We work with a multitude of technologies, vendors, deadlines, media, et al, as part of our professional day-to-day work that often make our solutions look effortless. Thus making it easy for clients to take us for granted.

It’s our job to remind our clients how important we are to their success. Not by being egocentric. But by being more strategic in our roles; by asking probing questions about their challenges rather than asking if they like a particular color; by sharing stories of successful solutions rather than about our awards; by talking about results rather than just the process.

By acting like the expert we will come to believe that, in fact, we are.

Successful design is about solving a problem. Period. If your design has missed the mark it’s because you didn’t understand the problem. It’s possible or likely the client wasn’t clear. It’s likely you thought you understood the objectives. Regardless, it’s your job to nail it every time.

Brand strategy makes sure your solution is right the first time. Brand strategy is the link between you and your client providing the road map that let’s them know you understand their needs and provides you with clear direction so you can solve the problem. The first time, every time.

“Mommy, why does that man smell so bad?”
“Mr., how much did your cool car cost?”
“Why does that switch turn on the lights?”

But as we get older we seem to lose this innate ability. We ask safe questions (about the weather) rather than those that may disturb the status quo or challenge us.

As grownups we seem to be pretty good at answers but maybe not so good at asking questions.

Brand strategy is about asking the right questions. Questions that will help your client achieve their goals. Questions that will get them to the next level, the larger market share, the breakthrough customer experience.

Like: Why? Why now? Why not? What if?

As soon as you ask a client to take a step back from their immediate need by asking simple yet challenging questions, you become viewed as a strategic partner and can begin the process of solving their problem within the context of the bigger picture.

In the end, maybe it’s the child in all of us that gets us asking the right questions.

Go ahead, ask me anything.

This girl is real. She doesn’t take herself too seriously. We like her. We like people who can laugh when they stumble. On the flip side people aren’t so crazy about Anne Hathaway. Yes, most agree she’s talented and smart and beautiful. But we don’t really have a sense of who she really is and so we don’t like her.

The same is true for brands. We know in a heartbeat when a brand is being authentic and when it’s putting on airs.

Authenticity always sells. Anywhere. Anytime. Any place.

Organizations that try to portray themselves as what they think people want instead of what they are don’t win over our hearts and minds. In an age where everyone is connected, falsehoods are fleeting.

We don’t  expect perfection. In fact, perfection is troublesome. When we see something that seems too perfect, there’s a small part of us that knows something’s not quite right. Great brands don’t need to hide their limitations or flaws. They just need to embrace their true promise. Be genuine. We like that sort of thing and reward it.

Authenticity requires uncovering what is at the heart of an organization. It requires getting real.

Here’s a true example:

A 90-year-old furniture retailer with an aging clientele saw revenues and traffic dwindling. They had all the right components for success — except customers.

Two design firms recommended a new logo, website, ads, and talked about options for marketing.

The company owner was referred to me expecting a similar approach. It was clear they needed a design overhaul.

However, when asked, “What new message will drive traffic?” They didn’t have an answer. We needed to solve the business challenge before we could design anything.

The brand strategy process revealed their differentiating message was “comfort.” Although a huge store, the place had a cozy, homey atmosphere with winding rooms, no sales pressure from the welcoming knowledgeable staff, and a solid reputation.

The new brand message: A tradition of comfort. A lifetime of quality.

The new brand experience: The opening of the Apple Pie Café within the store. A place where people can take a break, keep the kids and/or spouse happy, meet a friend, and enjoy a cozy experience (with pie!). In addition to communicating comfort in their marketing, the café sends a very clear brand message — this is a comfortable place to shop when you want to add comfort to your home.

Client Results: A fresh new look, feel, and message, refurbished store and relevant shopping experience, limitless opportunities for pie-related promotions, a re-energized staff, and community interest with pie proceeds donated to non-profits. And, of course, pie.

Design Partner Deliverables: Store logo, corporate identity, website, online, print and outdoor ads, TV spots, signage, store guides, Apple Pie Café logo, venue, display, and merchandising design.

Brand Strategist Deliverables: Brand strategy, positioning, key messaging, tagline, and TV and print advertising concepts. And, a good success story.

The Apple Pie Café is scheduled to open for the April 2013.

We are drawn to people who project a certain lifestyle. If you only eat organic, hate to shop, and spend your leisure time running marathons you may not seek fast-food-eating, shopaholic couch potatoes.

We are also drawn to people who we find attractive. Everyone’s definition of this differs.

We want people in our lives who we can trust and depend on. Relationships suffer when people don’t follow through. If expectations are met, we come to rely on certain brands. Can you imagine if AAA didn’t answer your roadside call?

We want people in our lives who interest us intellectually. Intelligence in design and brand is measured by how easy it is to use a product. Or how much we can relate to the brand experience.

We are drawn to people who get us. One of the most important things we look for in a relationship is having someone understand us. A well-designed product takes into consideration how you will use it, if it fits in your hand comfortably, if it’s too heavy, if someone short will have trouble using it, etc.

Like anything, balance is key. There’s no playbook or magic combination of characteristics that works for everyone. What we try to look for is someone who makes us feel good, who shares similar values, are attractive, whom we can trust and talk to, and who understands us.

Brands are no different.

Here’s the scenario that may sound familiar. A prospect would ask to meet to discuss a project. A new brochure, a logo, new website, whatever. We’d talk about the project and deadlines — maybe even budget. I’d show our work. The meeting would go well. They would ask for a quote or proposal.

I’d spend time putting one together. Send it or drop it off. And, then wait. Follow up. Wait a little more wondering whether or not we had the work, lost the work, the work got cancelled, etc. One day I was meeting with the president of manufacturing company whose sales had been steadily in decline. He believed a new logo and website were in order and was getting quotes from two other firms. At this point I was frustrated with what I had been referring to in the office as the “proposal parade.”

Instead of the usual ask and show and tell and quote, I took a step back and asked the president what he thought a new logo and website were going to do to solve his problem. When he didn’t have a clear answer we were able to discuss the real challenge at hand: Why should people care about his products? This conversation let him see that I was genuinely interested in helping him and not there to fill an order.

Redirecting the conversation around solving his problem by asking probing questions, I was able to reframe the assignment away from deliverables. In this case he needed a strategy before we could start any design work if we were going to succeed. We won the work and redefined his position in the marketplace. Applying brand strategy into the design process provided a client-approved messaging platform that informed not only a new logo and website, but all deliverables that we recommended for many years to follow including print collateral, trade show displays and materials, online and print trade advertising, a corporate video, direct marketing and lots more.

Focusing on landing the work had been my biggest obstacle to winning it. Sometimes an assignment for a logo and website is just that. But you don’t know unless you ask the right questions.

Sometimes the truth hurts.

Like the time I had to tell a client that what was keeping their company from achieving their goals was an inferiority complex.

It wasn’t my opinion. It was what the brand strategy process revealed.

Here’s the story:

Who: A large architectural firm celebrating 25 years in business decided the time was right for a brand. They had added 2 news partners for a total of 5, had plenty of work, and a new vision. They wanted to work with clients who wanted to build cool stuff. They wanted to be known for design.

What: During the discovery process we learned the firm was well respected and well liked throughout their region by colleagues, competitors, employees, and clients. Research revealed their reputation, however, was for having the most precise technical documentation out there. Engineers and construction companies loved them. They did not want to be known for this! When asked to describe the firm no one — including the 5 partners —‑ used the word “design.” Oh boy. Yet, their portfolio displayed beautiful work and they were usually short listed among firms that were considered the top design companies.

Aha: Okay, so they had a great reputation, talented staff, great technical skills, beautiful portfolio. What was missing? Confidence. They had an inferiority complex and were projecting this out into the marketplace. It was hard to hear, but they were in complete agreement. Their competitors prominently displayed dozens of awards on their respective websites and showed only their award- winning work — even if the work had been done long ago. My client listed 10 awards buried deep within their site. They hadn’t been competing for awards that would tell prospects they lived up to the design reputation. They had all the goods — including great design — and now needed to stand tall among their competitors and align their marketing messages with their vision.

Results: As they launch the new brand messaging they have already doubled the number of awards won, landed some cool projects, and are living up to the new tagline: Elevating design. Precisely.

Including brand strategy into the design process brings an objective perspective to help you and your clients create authentic, relevant, and compelling communications.

I have partnered with dozens of graphic design professionals and creative services firms to help them become more successful in meeting client needs by gaining insights that lead to valuable and targeted creative solutions.

Thanks for taking the time to read this. Please drop me a note if I can help.

Happy New Year!

Six Ways to Screw Up a Brand by Peter Leeds, Branding Magazine

2013: The Year Branding Marries Content by Chuck Kent, Branding Magazine

Snap Out of It, by Tom Asacker

16 of the Year’s Best Ideas in UI Design, by Mark Wilson, Fast Co.Design

Brand Winners and Losers of 2012, by Geoffrey James, Inc.com

Too Many Marketers Are Going Soft, byAl Ries, Adage.com

If you’d rather read this post than listen to me:

Designers appreciate the importance of balancing white space — or negative space – with non-white (or positive) space.

Too little, the page will be cluttered and typically difficult to read. Too much and the work will look incomplete. You know that the right amount of white space improves legibility, increases comprehension and attention, and allows you to create the right tone.

Ironically, in your client’s world white space takes on a different connotation. White space in the marketplace is exactly what brands want to fill. It’s the spot that no one else is filling. And, it’s the place your client’s can own if properly identified and communicated.

Helping clients fill white space — by positioning them appropriately — is about defining the right brand strategy.

Like white space in design, the right strategy increases the likelihood that audiences will pay attention and that the product or service offer will be understood. It also assures that messages are aligned with the wants and needs of varied audiences and/or customers. As a result, and with your creative expertise, the offer can be communicated using compelling, concise, consistent, and clear — visual as well as verbal messages.

Not surprisingly, a company that beautifully illustrates the best use of both definitions of white space is Apple. Apple has filled and continues to find and fill marketplace white space, as well respects the generous use of white space in its design and messaging.

So, before you start your next design project, ask yourself and your client, “What white space are we filling?” The answer will then let you apply just the right amount of your own white space.