Why Having a Branding Process Matters
Hey there. Anna here.
I originally wanted to call this blog post: Why Having a Branding Process Matters (How a Pre-Determined Series of Steps can Help Your Design Clients, You, and the Growth of Your Business), but for obvious reasons, that version was much too long.
Of course, it is true. Having a pre-determined series of steps implemented in all of your design projects really does help your design clients, you, and the growth of your business.
Whenever I take on client branding projects, I always lead us through a structured series of 7 steps. These steps take us from a client’s ideas in an inquiry to a functional and heartfelt set of custom branding assets that they're able to implement within their business. No matter the client, we go through the same process every single time.
By working this way and making it known upfront that I work this way, I’m able to:
Gain trust from clients right from the get-go by displaying and sharing our process in a price guide. Letting them know that they can depend on us to produce a beautiful end result before we even start our project.
Maintain a structured workflow with healthy expectations and boundary setting along the way. Projects can’t go off the rails if we have an organized workflow to refer back to.
All while giving myself and my client the peace of mind that we are going to eventually land on customized branding that will work specifically for their business. I don’t have to be a mind reader, and clients don’t have to close their eyes and pray that they’ll like the end result.
Throughout our branding project, there's no pressure to pull things out of thin air or guess what a client wants to see because our step-by-step process - like any good process - works like a series of building blocks. One step informs the next step until we arrive at a finished set of designs.
To quote Donald Miller, author of StoryBrand: “if you confuse, you'll lose.” Although this quote was written about marketing concepts and the power of clear brand messages, I also feel confident applying this outlook to the mission of bringing a brand to life with a client. If the process becomes confusing at any point, there lies the potential to lose - to lose focus, lose direction, or perhaps even lose a project.
In 6 years of consistent freelance work, I can truly count on one hand the number of difficult experiences or "horror stories" I've had regarding client work. For the most part, my projects have felt smooth and steady - and I've collaborated with over 100 brands at this point. The best reasoning I could offer for this - in a profession so often marked by miscommunication, frustration, or unclear expectations - is the fact that I go into every collaboration with a consistent approach that I’m able to work through according to their project’s needs. A reliable process is a valuable thing to have and something that I'd recommend to any fellow freelance designer - especially if you're just getting started.
If you'd like to learn EXACTLY what our step-by-step branding process involves, you can learn all about it inside of the Chez Núñez Branding Process Course. Through the course, we’re offering an inside look at exactly how we conduct branding projects from start to finish with our clients. Enrollment is now open! Perhaps it may be the investment that you need to strengthen your offerings as a designer.
