Business owners/ managers need to be involved in the design process.

A design client should always be involved in the design process, in fact a client’s input is what will get the project snow balling. If ever the client is on the sidelines, its either because the designer has the wrong idea about the term “inclusion” or are unaware about this very basic yet vital role.

Brand Value

Without a clients input, we would be creating designs for ourselves or worse still for a fake client. No one knows more about the clients business, their goals, their clientele, target market… than the client themselves. To design a suitable identity for a client, we need to understand who the brand needs to appeal to and what its supposed to convey. Its important to understand the “who” before we create the “what”.

Majority of businesses either new or old, small or large already have a business plan which outlines their audience and their values. This information creates a starting point and a solid foundation to creating a design that will compliment the brand. Brands often fail due to this (key) missing link to building a solid foundation. If a client and the designer are both moving in opposite directions, no amount of design concepts will suit the values of that business.