“What if I don’t like the branding?”

The challenge for entrepreneurs when working with designers is that they often feel like they are buying a pig in a poke. After all, they are spending (apparently a lot of) money on something that does not yet exist but has to be developed first (assuming the design is not stolen).

This raises the question – understandably – “What if I don’t like the branding?”. Of course, there are some clues as to what distinguishes a good designer from a not so good one. Nevertheless, a slight feeling of unease remains, especially if, as an entrepreneur, you have already had bad experiences with run-of-the-mill designers.

What branding must be able to do

First of all, one thing needs to be made clear: the purpose of branding is not to please the boss. The purpose of branding is to perfectly address the target group, to engage them emotionally and to convert them into paying customers. This is not about ego, but about business success.

Setting the right course

We work conceptually and iteratively and ensure from the outset that the journey goes where it is actually supposed to go; in line with the company's goals and for maximum business success without ego-fuss.

On the one hand, this is initiated with a detailed briefing and questions about positioning at the beginning of the collaboration. On the other hand, we work with so-called "stylescapes". You can see three examples from our practice here:

A stylescape shows a rough draft of all the design assets of the future top brand, compressed into the smallest possible space for a rough overview. This gives our customers a feel for the "look and feel" of a brand early enough - before everything is worked out in detail and unnecessary costs arise.

Even if this is not yet the final branding, our customers get a feeling for "is the direction right or not" - early enough in the development of a branding into a top brand.