Communication is (almost) everything – Why branding projects often fail and how we prevent that

In our work at HCG corporate designs, we see it again and again: Branding and web design projects rarely fail because of design. They often fail because of communication.

Often, it's not a lack of creative ideas or design talent that's lacking, but rather a clear understanding of the business, the target audience – and the true message behind the brand. That's exactly why we rely on deep, honest, and sometimes uncomfortable conversations with our clients.

At the beginning of the branding process: We dare to ask the right questions

If we have learned one thing in the last 15 years, it is this: good communication begins with courageous questions.

We ask specific questions – and sometimes even make provocative statements that make our clients think. Not to irritate, but to gain a truly substantive understanding of the business model, the offering, and, above all, the target audience.

The truth is: If you don't know your target audience 100%, you run the risk of sending false or contradictory signals - and that is fatal in branding and brand building.

The heart of the matter: a well-thought-out briefing

Over the last 15 years, we at HCG corporate designs have developed our own briefing questionnaire, which is deliberately formulated to be challenging.

Why?

Because we want to ensure that all important topics are brought to the table – even those that our clients may never have really thought about before.

The questionnaire helps us identify potential contradictions in brand communication early on – and resolve them together with the client. This is basically where our actual design work begins: not with colors and shapes, but with clarity.

Strong branding is not based on somebody's gut feeling, but on a clear foundation.

Everything down to the very detail – in our Masterclass

In our masterclass, we share our comprehensive knowledge and proven processes. This includes all the questions from our briefing questionnaire, which we have continuously optimized over 15 years – including background information, interview tips, and real-life examples.

If you want to manage branding projects not only creatively but also strategically, this masterclass is just right for you.

Check out the Masterclass