"We imagine this will take 20 hours of work."
Well, I can imagine quite a bit too. I can imagine the work would take 4 hours and that would be something, wouldn't it? I can also imagine it going over 20 hours, which would be a real bummer because we'd lose time.
What's the point? No one knows how long projects take. Billing by the hour puts the risk in my client's hands, since anything that takes longer than we'd initially planned becomes their problem instead of mine.That's not the kind of assurance I want to provide.
Sure, it could be easier to just keep the clock running and send a bill, but that is conformity. That is being unsure of how good you are as professional and being unable to create innovate solutions for clients. Billing hourly is not the rebel way.
The past two Saturdays have been awesome. A client of mine and I have dove deep into the brand of his meal prep company and developed an outline of what his website should look like. It's safe to say that he and I are on the exact same page as to who this website is for, how it should feel, look, and the expected path this person will take. Before diving into the brand discovery, he asked something I thought was fascinating, "do you think we are putting the cart before the horse doing the branding before we do the website?"
I thought about this for a bit, and replied: "not at all."
Looking back at what we've done and the order in which we outlined these deliverables, we are both glad we started where we did.
Currently, my client's branding efforts are minimal and veer toward a male audience looking to get ripped. During the brand discovery, we unearthed that his most successful clients were busy, professional women who valued an easy-going, Southern California lifestyle. Diving deeper, my client had deep connections with farming and the peace that comes from working with your hands. That's a totally different story to tell, for a different audience, and so great a chasm between his current brand and those it was meant to serve.
How would we have come to that conclusion by focusing on building his website first? In short, we would have had a hard time getting aligned and the project would be a bust. We'd still be trying to talk with dudes who want to be ripped. We are going a whole new direction with the entire project. Hell, we're even changing the name of the company.
Here's the thing:
Whether you're building a website, designing a business card, marketing collateral, writing messaging, or coming up with the name for your company, understanding the brand you are trying to build is the foundation for a fluid design process and seeing results.
Building a brand is about connecting people to a company at an emotional level. What do people connect with? Other people and their stories. No matter how lame and uneventful you believe your journey to have been, your story as a founder, entrepreneur, and business person is exciting to someone else who has never lived it. Every detail is a new experience for them.
For example, I've lived in San Diego my whole life. Naturally, the beach and amazing weather don't surprise or excite me anymore because I've seen them so much. But to someone who lives in Canada who has never seen a wave, felt sand between their toes, or spent an entire day playing beach volleyball, it's completely foreign and interesting to them.
Set aside your products for a second and think about your story. Where are you from? Where are you now? What does that say about you? Lastly, how can you embed that story into your brand?
The brand of a startup is almost always a mirror of the founder. If you want to build a stellar brand, you must know yourself first.