When to Put on The Brakes

Recently a client of mine was trying to decide if they should embark on rebranding. Those in the trenches were eager and ready to have better brand resources and established guidelines. The head of the organization knew it was needed, but was hesitant to spend significant money on something that may or may not be used properly. As we discussed further, they were in the midst of a business assessment and reorganization. My advice was to put on the brakes to rebranding until the new business vision and objectives were clear. Remember this, marketing supports the business plan. It is foolish to redevelop your brand and develop brand standards until you have the processes in place to be able to successfully implement the brand correctly. And more importantly the brand needs to accurately reflect the new vision of the organization.

Ideas from Collaboration

A lawyer, a social worker and a designer walked into a room…no it is not a beginning to a joke but the beginning to great ideas. The best ideas come when people from different disciplines brainstorm together because they see things through different lenses. The varied perspectives help to develop a more robust vision of what could be. This is a creative process that can bring about innovation. I have experience with bringing varied types of people together to help them understand the end goal. The discussions are richer, the ideas are more plentiful and everyone around the table has a more focused approach to achieving success.

Finding Inspiration

Where do you find your inspiration? I find that seeing ideas from around that world is like a warm up exercise for creativity. Let your mind go and explore things that you like or inspire you through whatever resource you might have available. Many times you know what you like when you see it but you have a hard time trying to describe what you like. It is helpful for a design to know your vision or the style you are looking to create. Showing examples helps to connect what content you have with the way you like for it to be communicated. I encourage you to look beyond your own organizational sphere that has nothing to do with the context of your work. What you are looking for is just ways of presenting material that you like. It could be the type of pictures used. It could be the the length of information or the use of info graphs that tells the story. Just come up with pieces to add to your collage of things you inspire you and attract you to the communication piece. The more ideas the better. Ultimately you will be pleased with the results of your designed piece.