When working for clients, it's important to understand what brand personality they want to convey in their designs.
- Do they want fun, young, and energetic designs?
- How about a rough, masculine, outdoorsy aesthetic?
- Maybe they want something that looks conventional, serious, and trusted?
For designers, thinking and talking this way comes naturally. For clients, not so much. Many small businesses never even consider it until a designer asks.
I'm trying to figure out an efficient way of getting this information out of the client.
It needs to be something I can ask inside an app, instead of having a long drawn out face-to-face conversation.
It also needs to be quick and easy for the client to do, but convey sufficient information to the designer at the same time. The designer will be relying on this as as guide when creating things like social media posts, blog post images, etc.
Some initial ideas:
1) Ask the client to choose one brand archetype from Aaker’s Brand Personality Dimension Framework:
- Excitement: carefree, spirited, and youthful
- Sincerity: kindness, thoughtfulness, and an orientation toward family values
- Ruggedness: rough, tough, outdoorsy, and athletic
- Competence: successful, accomplished and influential, highlighted by leadership
- Sophistication: elegant, prestigious, and sometimes even pretentious
2) Ask the client to describe their brand in five words or less (perhaps from a list of 20-30 suggested adjectives). For example:
- Smart. Sophisticated. Successful. Elegant. Respected.
- Eco-Friendly. Protected. Aware. Intelligent. Relaxed.
3) Use brand personality sliders. Ask the client to indicate where their brand lands on these spectrums:
[Friend] <-----|-----> [Authority] [Young & Innovative] <-----|-----> [Mature & Classic] [Playful] <-----|-----> [Serious] [Mass Appeal] <-----|-----> [Elite] [Conventional] <-----|-----> [Rebel]
Do you have any ideas or advice? What have you found works best?