I was giving an identity presentation to a client today and everything was going phenomenal. He liked the strategy behind the mark, thought it had a lot of character, and he was overall pleased with it. He did ask if he could see a slight variation of the mark.
What he had asked for was not going to work (I could see it in my head and it would've ruined the integrity of the logo). But, in the spirit of transparency, I replied with "let's try it out, right now."
Within five minutes, we had the options side-by-side and could clearly see that the previous mark was the better option.
If I had said, "ok let me get back to you in a day with these revisions," we both would have been frustrated. It's an unfortunate trope within the design community to never show the client your workspace or your design files. Which I don't understand, because I certainly feel engaged and have more respect for other craftsmen who show me their process. More important, it helps me hold it in reverence and respect the decisions they make.
Design is no different. If we are willing to be transparent and walk clients through the entire process, show them how our opinions are formulated, and talk through the solution, everyone is happier.
Show your work and talk about it. Being creative is simply not enough, you have to be able to articulate your thinking.
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.
When it comes to design and startups, a common misconception is if everyone in your industry looks terrible and has unpleasant experiences, it's ok for follow suit.
This has been disproven time and time again by the companies we all love. Design-driven companies yield a greater emotional connection with their customers and are an all around better company to work with. Even something as simple as having an easier website to navigate makes a big difference.
The difference? A customer being stuck with you instead of sticking with you. If given the chance, they will leave and pay a premium to someone who can treat them better. You have to design an experience that makes you irreplaceable.
Don't use the excuse, "everyone does it that way," when surrounded by mediocrity. Take it as an opportunity to be a diamond in the rough.