I recently read a book called “Designers Don’t Read” and it pointed this out and so I have poked around the internet look at the main links and keywords that design firms have been using and I was really amazed at the amount of them that use the same ones. Next time you are surfing that web, think about this, I bet you will see that the majority of them use at least one or two of the following: Clients, About, Services, and Contact. They may vary somewhat but they are going to be pretty similar. I feel there are a few things that should be taken into consideration when you are developing your brand.
Take the time to develop a sound voiceprint for your brand. Having a strong voice behind your brand is in my mind as important as having a strong visual identity. Just think about it if your brand visually pops and you add an amazing voice future clients are never going to doubt suggestions you make about THEIR brand.
If you have a solid brand from front to back then right there you have shown clients that you understand the full spectrum of developing a brand. Would you trust someone with your brand that had struggled developing there own personal brand? Probably not! I completely understand that we are all busy with other client projects and our own internal projects. The usual outcome is that our projects get pushed to the bottom of our to do list every day. The only problem with not finding time to work on your own internal projects is that eventually your workload will slow down, and by that time you are going to be in to much of a panic mode to really think long and hard about what it is that makes you stand out. So it is better in the long run to take the a little time each day and work on your own personal projects. Below are a couple steps to help you better develop your own personal voiceprint.
Find Your Voice
I think of all the steps that needs to be taken to develop a voiceprint finding your voice has to be the hardest and probably the scariest one. Finding your voice is all about discovering what it is that you are passionate about and what drives you to be the best in your given field. Dare to standout with your voice just like we do with our visual identity. Just because the big advertising and design agencies are using certain words that doesn’t mean that they are the best ones to use for you. So be adventurous take a chance, remember it’s on the web so you can always change it to something different.
Voice Versus Style
When you look at your work do you see a particular quality to it? One thing that will help you develop your voice is to take the top five pieces of your work and critique them, find words that can best describe each of those pieces. Once you have done this then take each of those words and look for the one common thread that can tie all of them together. This will not only help you in developing your voiceprint but also help tie your voice print to your actual work.
On a number of occasions I have had people come up to me and mention that they saw piece of my work and they instantly new that I was the mind behind that. I really don’t think this is a bad thing, just like writers and illustrators have their own style I think the same should go for designers. Clients usually hire us because our previous work matches their style they are looking for. So don’t for one second think you need to apologize to someone if they say they can pick out your work.
Conclusion
The thing that I have found to help me continue improving my brand is to sit down and decide where I want to be in a set amount of time. From there I create manageable sub-steps that work up to my main end goal. This biggest thing about developing your brand is understanding that it’s better to take manageable steps then trying to do it all at once. Sorry to say but your brand is never done, it’s like raising a child, continually grown and developing. I feel that this is really true with the voiceprint of your brand it is going to be the one element that has to have the most continued attention.