Cars for Roads, Brands for Outcomes.

Brands selling products online should NOT have e-commerce sites…

…Is as stupid sounds. Of course, they should:

‍It’s important to structure brands for their outcomes. 
‍‍

As a founder, when you’re building out a visual identity for a brand (or any creative endeavor), it’s important to have this top of mind, at all times -  Is this being built for a purpose? 
‍

Too often freelancers and agencies alike get comfortable in a process. They have set deliverables and packages. They put out all fires with one hose. 
‍

In an ideal world, the creative you hire to design your identity should be obsessed with design thinking and should have a bird’s eye view of the exact needs you’re going to have as a brand. 
‍

We don’t live in an ideal world. Creatives won’t. But some creatives will do a far better job of it than others. Here are some things to watch out for when sourcing your inspiration:
‍

• - There’s little to no interest in the meaning of the brand
• - The bulk of the conversation is around budgets and timelines
• - Their deliverables include only standard design assets and zero custom assets
• - Their portfolio shows no examples of similar industry work
• - Bland, generic reviews from previous clients

But, hey, there’s still your end of the bargain.
‍

Here are some things that will make you an exceptional client (and get you exceptional results): 
‍

• - You share the meaning of the brand in detail. Concept first, product later
• - Your priorities are not solely timelines and budgets
• - You have a strong idea of the design assets your brand will need. Demand customization, but make it an informed demand. 
• - You actively search for creatives experimented in your field. 
• - Always carry the assumption that creatives don’t know everything you know about your business. Be good at communicating your needs. 
  ‍

So remember cars for roads, brands for outcomes. 

Did I miss anything? Let me, Oliver, or Oli, know in the comments or a strongly worded email (hello@mused.design). 

—-

The Free Branding Movement is a fund sponsored by Mused that selects one brand, based on the merit of its core mission and founding team, for a full visual identity, free of charge. You can find registration details here.