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Brand Story

2:04 with Matt Yow

In the Brand Story stage, we are still getting to know our client. As we move forward with a brand project, we shouldn't be working for our client. Instead, we should be working with our client.

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    This first stage is called the brand story.

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    We're still getting to know our client, their personality, and their project.

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    And of course, each of these parts involves meetings, conference calls, or

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    phone calls that continue to build

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    relationships and trust before actually designing.

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    Know that as you move forward with this

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    brand project, you aren't working for your client.

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    That's no fun, submissive, and leads to stressful communication.

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    Instead work with your client.

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    You don't want to spend weeks, or months,

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    developing a brand image that you aren't proud of.

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    Make their passion something that fuels

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    your passion to make something truly unforgettable.

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    Stage One breaks down into four parts.

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    These four parts are, an internal process outline, a project planner questionnaire,

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    a client-facing stages and objectives, and finally, discovery interview questions.

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    The first part, the process outline, is exclusively internal.

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    That document is our roadmap for success.

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    It's kind of a checklist to make sure we are following our own recommended steps.

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    The second part is the questionnaire.

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    This really gets the ball rolling on initial

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    questions we have, and feedback to give us

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    a clear understanding of what the client has

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    in mind, as far as scope and deliverables.

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    Questions to consider are, what does your organization do, and why does it matter?

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    What is the desired persona or personality of your company?

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    What is the single most important defining character trait of your company?

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    The third part is the client-facing stages and objectives.

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    This document is an overview of the process outline.

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    It removes anything unnecessary according to scope, and gets personal with

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    our client on dates and deadlines, as well as communication checkpoints.

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    The fourth, and final, part is the discovery interview questions.

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    Here, we take what we've learned from a few introductory meetings,

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    the questionnaire and follow-up feedback, and return with more in-depth questions.

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    These could pertain to the history of the company,

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    competitors, or future goals and expectations of the process.

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    These small steps, at the beginning, really begin to kick-start the

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    entire engine and get us in gear for the next stage.

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